资源描述：
《Jean Baudrillard-Requiem for the Media》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、197219.RequiemfortheMedia19.[Introduction]RequiemfortheMediaInshort,Baudrillardisnotfocusedonthemedia’sstructureoftechnology,norJeanBaudrillard’sresponsetothepreviousselection,Enzensberger’s“ConstituentsofaTheoryofofproduction,norevenoftheMedia,”isnotanelaborationofth
2、eideaofsimulation(asmanyofhisworksare),butacontent.Insteadheturnsdiscussionofadifferentconceptthatmightbecalledinteraction.ourattentiontowardBaudrillardarguesstronglyagainstonepositionofEnzensberger,andofMarshallMcLuhan:thatreciprocity,interaction.Hethenproposesaradic
3、althereisaninherentstructuretomediatechnologically.Baudrillardarguesthatmediaserveasocialformulationoftheissuesatfunction—thereductionofalltheyreproducetopalemodels,foreclosinganypossibilityofgenuinestake.However,neitherreciprocity.ItisinthissensethatBaudrillardreread
4、sMcLuhan’smaximthat“themediumistheBaudrillard’snormessage.”Enzensberger’s(◊18)essayBaudrillard’spositionisthatthesituationwillnotgetanybettersimplybymakingeveryoneagivesmuchindicationofproducer—apointofviewthatEnzensbergershares.ButBaudrillardgoesontosaythateventhehow
5、tostimulatethemoreinteractivecommunicationsorganizedreversiblecircuitsEnzensbergerdiscusseswouldnotbeenough.Hewrites,“Reversibilitytheyenvision.277;hasnothingtodowithreciprocity.”Enzensberger’scallforForBaudrillardtheproblemliesnotinwhotransmits,orhowturn-takingisarra
6、nged,butinour“organization”isratherveryunderlyingmodelofcommunication—whichisreproducedinthemedia,inpoliticallife,andnebulous,andcertainlyineconomiclife.Thismodel,describedbyFerdinanddeSaussure,isthatof“transmitter-message-Baudrillard’sdiscussionofreceiver.”AsBaudrill
7、ardpointsout,inthismodelthereisnoplacefortheambiguityoftruegraffitidoesn’topenupexchange,“This‘scientific’constructionisrootedinasimulationmodelofcommunication.Itmanyavenuesforfurtherexploration.Moreinspiring,excludes,fromitsinception,thereciprocityandantagonismofinte
8、rlocutors,andtheambivalenceperhaps,isamodelofoftheirexchange.”performancedevelopedinaAnalternativetothissemio-linguisticconc
