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1、有关媒介即按摩”及其在网络时代的价值的探究中英文对照The medium is the massage and its value in the Internet age study of Chinese and English language compared20世纪60年代，正当英国甲壳虫乐队大举冲击美国广播电视之际，享誉全球的“媒介大巫”麦克卢汉出版了其最为畅销的媒介即按摩一书。此书犹如天之神谕，以格言警In the 1960 s, just as the beatles heavily impact the American broadcast television, medium
2、of the worlds most prestigious Marshall McLuhan has published the most best-selling book the medium is the massage. The book is like a day of oracle, with maxim p 句搭配图片、照片，其构思之精巧、语言之精妙，令人叹为观止。“媒介即按摩”一语也凭着书籍畅销100万册的业绩，以及美国哥伦比亚广播公司（CBS）和美国国家广播公司Words with pictures, photos, their idea is exquisite, ele
3、gant language, amazing. The language also with books medium is the massage sold 1 million copies of performance, (1) and the Columbia broadcasting company (CBS) and the national broadcasting company （NBC）同步发行的同名唱片和专题纪录片，成为麦克卢汉最为流行的“标签”之一。(NBC) release records and special documentary of the same name
4、, (2) becomes one of the most popular tag McLuhan. 知识界对“媒介即按摩”的误解Intellectual community of medium is the massage misunderstandings 时至今日，知识界对“媒介即按摩”的理解仍是仁者见仁、智者见智。其中，将之视为麦克卢汉惯用的文字游戏的看法最为盛行。莱文性特征。用金惠敏先生的话说，“这实际Today, the intellectual understanding of medium is the massage is still the opinion and view
5、s. Among them, as Marshall McLuhan idiomatic word game view is most prevalent. Levin sexual characteristics. In the words of Mr Jin Huimin, it actually 上是将文学研究范式引入媒介研究”。意大利学者兰伯特以整书内容阐发了麦克卢汉媒介研究的文学根源，她认为，麦克卢汉的媒介研究根源于其对教父传统和17世纪英国玄学派Is introducing literature research paradigm on media research. lamber
6、t to Italian scholars exposition of the whole book content roots, Marshall McLuhan media research literature, she thinks, McLuhans media research is rooted in its traditional to godfather and 17th century English metaphysical 诗歌的研究，根源于古典人文三学科（语法、修辞、逻辑）的知识背景和现代主义的形式实验。13以至于麦克卢汉自己都承认，他“对媒介的研究深深扎根于瑞恰慈、
7、利维斯、Classical poetry study, rooted in three disciplines of humanities (grammar, rhetoric, logic), knowledge background and modernism in the form of experiment. 13 that McLuhan himself admitted that he is the study of media deeply rooted in Keats, weiss, 艾略特、庞德和乔伊斯等人的工作之中”。14麦克卢汉人文主义背景体现出的“感性”特征，正是与电
8、子媒介密切相关的“听觉空间”、“统一场”、“环视”的内在要求。Eliot and Ezra pound Joyce and others work. 14 McLuhan humanism background reflects the characteristics of sensibility , it is closely related to electronic media auditory space, unified field, the inherent requirement of look around. “媒介即按摩”在互联网时代的价值The medium is the
9、massage in the Internet age 自互联网产生以来，对其的褒贬就从未间断，然而争论双方均未注意到麦克卢汉的洞察：长远来看，对我们的思考和行为方式产生影响的，是媒介本身对我们的“按摩”。也就Since the Internet generation, its appraisement has never stopped, but both sides did not noticed that McLuhans insight: in the long run, affect our way of thinking and behavior, is a massage med
10、ium itself to us. It also 是说，当信息传播从原来的辐射式扩散转化为多节点、无中心的“多对多”传播时，内容的重要性开始下降，媒介本身的重要性逐步上升。传播的意义不再主要体现在传输的信息内Is that when information is transmitted from the original radial diffusion for the node, without the many-to-many in the center of the spread, the importance of the content began to decline, the
11、importance of the medium itself is gradually increased. The spread of meaning no longer is mainly manifested in the transmission of information 容上，而更多地通过媒介自身的“按摩”作用对人产生影响，这是麦克卢汉的深刻洞察，甚至可以称为媒介领域的“哥白尼式革命”。Capacity, and more through the medium of their own massage role to influence people, this is McLu
12、hans deep insight, can even be called a Copernicus revolution in the field of media. 在网络时代，“媒介即按摩”让我们警惕：互联网在带给我们便利的同时，它还通过“按摩”带给我们知觉上的麻木和记忆消退的伤害。互联网作为一种通用媒介，是对我们的In network times, the medium is the massage let us alert: the Internet bring us convenient, at the same time it also bring to our percepti
13、on through massage numbness and memory decay. As a universal medium, the Internet is for us 感觉、认知和记忆的全方位扩展，它通过对人的全方位“按摩”，带来甚于传统一切媒介的更为强烈的麻木效果。用达伊基的话说，互联网通过“按摩”，“改变了人类的中枢神经Comprehensive perception, cognition and memory expansion, it through to the persons all-round massage, bring all better than the
14、traditional media more strong numbing effect. In the words of his base, and the Internet through massage, change the human central nervous system 系统”。15我们的大脑变得越来越心甘情愿地融入其中，以至于“我们给计算机编程的同时，计算机也在给我们编程”。16我们不再按照自己的知识和直觉去行动，而是心不System . 15 our brain is becoming more and more willingly is blended in amon
15、g them, so that we give the computer programming at the same time, the computer also in to our program. 16 we are no longer according to their own knowledge and intuition to act, but a heart 在焉地敷衍了事。森在数字麦克卢汉中认为：“对这个标题（媒介即信息）的议论大行其道，所以他禁不住来一点双关，把message改为massage，并以此命名一本新In how to perfunctory. Sen in
16、the digital McLuhan thought: to the title () medium is the information about popular, so he cant help but to a little pun, changed the message to massage and name a new 书。他在逆风中又幽了一默，说媒介即混乱时代（mess-age）。在把握今天中，他又把message拆开，写成大众时代（mass age）。”Book. In his headwinds and a hammer, you said the medium is t
17、he era of chaos (mess - age). In seize today, and he unwrapped message, written as popular era (mass age) . (3) 何道宽持相同看法：麦克卢汉“用滑稽喜剧手法玩弄自己的表述，把message变成massage、mass age、mess age，于是就弄出了媒介即按摩、媒介即大众时代和媒He Daokuan hold the same view: McLuhan , is expressed by the funny comedy play with their message into
18、 massage, mass, age, mess age, then get out of the medium is the massage, medium is the era and medium of the masses 介即混乱时代这样的文字游戏”。类似的还有从容面对媒体的作者莫利斯等。有人甚至认为“媒介即按摩”是对“媒介即信息”的“误拼”（即将“message”中“e”误Medium time namely chaos the word game. (4) are similar and author of calm in the face of the media, Maur
19、ice, etc. Some even think that the medium is the massage is for medium is the message misspelled (the message in the e 拼为“a”），进而直接将之读作或译作“媒介即信息”。Spelling for a), and then directly to read or translation medium is the message. 可见，学界很少将“媒介即按摩”视作同麦克卢汉其他论断如“地球村”、“后视镜”那样的独立命题。事实上，“媒介即按摩”是麦克卢汉媒介思想的重要一环，他将
20、“信息Visible, academics will rarely medium is the massage as with Marshall McLuhan other claims such as global village, mirror that independent proposition. In fact, the medium is the massage is an important part of McLuhan media thoughts, he would information ”（message）巧妙改作“按摩”（massage），实乃有意为之，且赋予其独立
21、含义。廓清这一流布甚广之命题的深刻内涵，不仅有助于更好地理解曾被花花公子杂志称为“流(the message) clever Jew massage (massage), are intentional, and endow them with independent meaning. Indexes of the proposition of the profound connotation of spread very widely, not only help to better understand was playboy magazine called flow 行崇拜中的高级祭司和
22、媒介形而上学家”，被纽约先驱论坛报誉为“继牛顿、爱因斯坦、弗洛伊德之后最重要的思想家”的麦克卢汉，而且对于认识互联网时代的媒介图景具有Line worship medium of the high priest and metaphysics, by the New York herald BBS newspaper as after Newton, Einstein and Freud is the most important thinkers McLuhan, and for the age of the Internet to know the picture with the med
23、ium 重要的方法论意义。Important methodology significance. 如何理解“媒介即按摩”How to understand the medium is the massage 麦克卢汉曾多次提及“媒介即按摩”，足见其并非是对“媒介即信息”的误拼。1966年，麦克卢汉在致约万诺维奇的信中明确提及：“特勒昨天在电话中嘟囔，为矮脚鸡出版McLuhan has repeatedly referred to the medium is the massage, it serves to show it is not the misspelling of medium is
24、 the message. In 1966, Marshall McLuhan to jovanovic explicitly mentioned in a letter: , say on the phone yesterday, published for the bantam 社和兰登书屋对媒介即按摩的争抢感到压抑。”麦克卢汉研究专家马尔尚发现，媒介即按摩的书名是“麦克卢汉本人定下的”。不仅如此，麦克卢汉在其著作中也对该术Clubs and random house of the medium is the massage for feel depressed. 5. McLuhan e
25、xpert marchand found that the medium is the massage is the title of Marshall McLuhan I set . Not only that, Marshall McLuhan in his book on the art 语有多次论述。该书的策划人阿尔吉亦声称，取名“按摩”实际是暗示“媒介不是中性的东西，它拽住人，摩擦人的肌肤，按摩人的肉体，把人撞击得团团转”。台湾和国内部分Have discussed many times. The mastermind of the algie also claimed that t
26、he name massage is actually suggested that the medium is not neutral, it grabbed, friction of the skin, massage the body, the people hit around. 6. Taiwan and domestic parts 学者开始注意到“媒介即按摩”的独立含义。陈应强等指出：“媒介不仅仅是信息，而且是向你全身一切感官发生作用的、像按摩一般的音讯。”唐圣平注意到，麦克卢汉在提出Scholars began to pay attention to the independe
27、nt meaning of medium is the massage. Chen Yingjiang etc. Pointed out: media is not only information, but also to whole body all your senses to you from work, like a massage. All landowners Tang Shengping noticed that McLuhan proposed “媒介即信息”的同时，还提出了一个重要论点：“媒介即按摩。”The medium is the message at the sam
28、e time, also makes an important point: the medium is the massage. today 联系麦克卢汉的研究方法“我不解释，我只探索”，以及他所谓的“当今世界，拼接取代了视点，探索代替了目标”，可以说，“媒介即按摩”所属意的，不再是对单一感官施Contact approach to the study of McLuhan I dont explain, I only to explore, and what he called in todays world, splice replaced perspective, explore re
29、places the goal, can say, the meaning of medium is the massage belongs to, is no longer the single senses 加影响的“视角主义”，而是一种为电子媒介所标志的非视角或反视角的整体思维。它是对人体做全身“按摩”。其内涵至少包括以下方面：Impact perspective, it is a sign of perspective by electronic media or negative perspective of the overall thinking. It is a general
30、 massage to the human body. Its connotation includes at least the following areas: 第一，媒介即后果。麦克卢汉的媒介研究可以用“后果范式”来概括。在他那里，媒介即按摩，其含义在于“媒介作用于人类感官的比率，渗透其中并对其塑形和改造”。First, the medium is the consequences. McLuhans media research can be summed up in consequences paradigm. Pet-name ruby in his there, medium i
31、s the massage, the implication is that the medium ACTS on the human senses, the ratio of permeability and its shape and reform. attending 理解媒介即意味着理解媒介的后果，11由此，理解“媒介即按摩”即意味着理解“按摩的后果”。这种后果不是发生在观念层面，而致力于改变人们的认知模式和感官比率。Understanding media means that the consequences of understanding media, 11 as a resul
32、t, understanding the medium is the massage means understanding the consequences of massage. This consequence is not happening at the concept level, and to change peoples cognitive mode and the ratio of the senses. 第二，媒介的后果是在“统一场”中“环视”的结果。麦克卢汉说，“媒介即按摩指的是对当下发生事情的环视”。12他使用“环视”一词，同时引入海森伯的“统一Second, the
33、consequences of media is a look around in the unified field results. McLuhan says, the medium is the massage refers to looking for the moment what happened. He USES the word around 12, at the same time the introduction of Heisenberg unification 场”理论，从性质和方式上对后果范式作了规定。在统一场中，各种要素的作用不是线性的、序列的，而是同时、同步的。即
34、是说，媒介的“按摩”不再仅仅作用于单一肢体或感官Field theory, from the nature and the way of consequences made rules paradigm. In the unified field, the role of the various elements is not linear, sequence, but at the same time, synchronous. That said, the medium of massage is no longer only applies to a single body or sen
35、ses ，而是同时触及身体的各个部位，是在“统一场”中的“环视”，而非如前电子时代的“视角主义”那样只是“从你坐的位置看”。, but touch all parts of the body at the same time, it is in the unified field of look around, rather than as before the electronic age perspective that is take the position of the see from you. 第三，以“环视”而非“视点”突出媒介的感性特征。用金惠敏先生的话说，“这实际上是将文学
36、研究范式引入媒介研究”。意大利学者兰伯特以整书内容阐发了麦克卢汉媒介Third, in order to look around rather than viewpoint highlight the perceptual characteristics of medium. In the words of Mr Jin Huimin, this is, in fact, literature research paradigm to media studies. Italian scholars lambert exposition of Marshall McLuhan media in
37、the whole book content 研究的文学根源，她认为，麦克卢汉的媒介研究根源于其对教父传统和17世纪英国玄学派诗歌的研究，根源于古典人文三学科（语法、修辞、逻辑）的知识背景和现代主义的形式Research of literature source, she thinks, McLuhans media research is rooted in its traditional to godfather and 17th century English metaphysical poetry study, rooted in the classical three discipl
38、ines of humanities (grammar, rhetoric, logic), knowledge background and the form of modernism 实验。13以至于麦克卢汉自己都承认，他“对媒介的研究深深扎根于瑞恰慈、利维斯、艾略特、庞德和乔伊斯等人的工作之中”。14麦克卢汉人文主义背景体现出的“感性”The experiment. 13 that McLuhan himself admitted that he is the study of media deeply rooted in goodness, the weiss, Eliot and E
39、zra pound Joyce and others work. 14 McLuhan humanism reflects the background of sensibility 特征，正是与电子媒介密切相关的“听觉空间”、“统一场”、“环视”的内在要求。, and it is closely related to electronic media auditory space, unified field, the inherent requirement of look around. “媒介即按摩”在互联网时代的价值The medium is the massage in the I
40、nternet age 自互联网产生以来，对其的褒贬就从未间断，然而争论双方均未注意到麦克卢汉的洞察：长远来看，对我们的思考和行为方式产生影响的，是媒介本身对我们的“按摩”。也就Since the Internet generation, its appraisement has never stopped, but both sides did not noticed that McLuhans insight: in the long run, affect our way of thinking and behavior, is a massage medium itself to us
41、. It also 是说，当信息传播从原来的辐射式扩散转化为多节点、无中心的“多对多”传播时，内容的重要性开始下降，媒介本身的重要性逐步上升。传播的意义不再主要体现在传输的信息内Is that when information is transmitted from the original radial diffusion for the node, without the many-to-many in the center of the spread, the importance of the content began to decline, the importance of th
42、e medium itself is gradually increased. The spread of meaning no longer is mainly manifested in the transmission of information 容上，而更多地通过媒介自身的“按摩”作用对人产生影响，这是麦克卢汉的深刻洞察，甚至可以称为媒介领域的“哥白尼式革命”。Capacity, and more through the medium of their own massage role to influence people, this is McLuhans deep insigh
43、t, can even be called a Copernicus revolution in the field of media. 在网络时代，“媒介即按摩”让我们警惕：互联网在带给我们便利的同时，它还通过“按摩”带给我们知觉上的麻木和记忆消退的伤害。互联网作为一种通用媒介，是对我们的In network times, the medium is the massage let us alert: the Internet bring us convenient, at the same time it also bring to our perception through massa
44、ge numbness and memory decay. As a universal medium, the Internet is for us 感觉、认知和记忆的全方位扩展，它通过对人的全方位“按摩”，带来甚于传统一切媒介的更为强烈的麻木效果。用达伊基的话说，互联网通过“按摩”，“改变了人类的中枢神经Comprehensive perception, cognition and memory expansion, it through to the persons all-round massage, bring all better than the traditional medi
45、a more strong numbing effect. In the words of his base, and the Internet through massage, change the human central nervous system 系统”。15我们的大脑变得越来越心甘情愿地融入其中，以至于“我们给计算机编程的同时，计算机也在给我们编程”。16我们不再按照自己的知识和直觉去行动，而是心不System . 15 our brain is becoming more and more willingly is blended in among them, so that we give the computer programming at the same time, the computer also in to our program. 16 we are no longer according to their own knowledge and intuition to act, but a heart 在焉地敷衍了事。In how to perfunctory.
