[雙語(yǔ)翻譯]傳播外文翻譯--全球化背景下的個(gè)人主義與大眾傳播

1、3450 英文單詞， 英文單詞，2 萬(wàn)英文字符，中文 萬(wàn)英文字符，中文 6200 字文獻(xiàn)出處： 文獻(xiàn)出處：Dasc?lu, Ioan D . Individualism and mass communication in the context of globalization[J]. Procedia - Social and Behavioral Sciences, 2014, 163:1-6.Individualism and m

2、ass communication in the context of globalizationDan Ioan Dasc?luAbstractThe subject of our research is the existing relation between individualism, as ideology, and mass communication in the context of globalization and

3、 social communication. If we can talk today about a second individualist revolution, whose main characteristic is a process of personalization, individualism has a complex and contradictory effect on mass communication.

4、The values of individualism seem to dominate the content of the messages transmitted through mass media. In the measure in which we can talk about a humanist dimension of individualism, this can be seen as beneficial, le

5、ading to the affirmation and the development of human personality. However, exaggerated hedonism and narcissism, being central values of the new individualism as well, lead to the weakening and impoverishment of human pe

6、rsonality, and to the globalization of nothing.Keywords: individualism, mass communication, globalization1. IntroductionThe issue of individualism seems to occupy, in the last decades, an important place in the philosoph

7、ic and social science debates. It is the expression of the place and role that individualism plays, as ideology, in contemporary society. We witness, as Gilles Lipovetsky said, at the “second individualist revolution” (L

8、ipovetsky, 1983). The expansion of individualism is linked to a multitude of factors, such as: globalization, the imposition of the consumer society, mentality changes produced, the collapse of communist totalitarianism,

9、 etc. On the other hand, we witness an explosive development of mass communication, both in what concerns the technical means of communication, and the media’s impact on both the individual and society. This paper will t

10、ry, in the following lines, to approach the relation between individualism, as ideology, and mass communication in the context of the process of globalization. Mass communication has gone through the process of globaliza

11、tion as well. Because of this, the values of individualism became widespread and even imposed worldwide. However, the values of contemporary individualism are heterogeneous. We could even talk about individualisms, inste

12、ad of individualism, which can lead to the contradictory effects of mass communication, whose messages are saturated with the values of individualism. Sometimes these effects can be beneficial for the receiver of the mes

13、sages, other times, they can have negative consequences on his/her personal life but also for the development of social life in general.2. Defining elements of individualismIndividualism, as ideology, imposed itself even

14、 from the beginning of the modern era, becoming in good measure, a foundation of economic, political and moral thinking. Classic economists (such as Adam Smith, for example), considered that the full affirmation of th

15、e individual and his interests in the economic life, with a reduced involvement of the state, with as few limitations as possible, assures progress, the welfare of both the individual and the collective. Theories on demo

16、cracy from the same epoch, put the individual at the center in political life as well. This individualism, which we might call classic individualism, was characterized by Macpherson as “possessive individualism” and, in

17、this perspective, “society is reduced at a group at the level of society, the minimum of constraints possible for the individual, and at the same time, assuring the maximum of possible choices, a minimum of coercion and

18、a maximum of understanding. Personalization “promotes and incarnates a fundamental value, that of personal realization, of the respect of subjective singularity, of incomparable personality, whatever the forms of control

19、 and homogenization” (Lipovetsky, 1983). This “total” individualism of the second individualist revolution is “hedonistic and psychological, making intimate accomplishment the main purpose of existence” (idem).Such a way

20、 of looking at individualism excludes the possible opposition, practiced in many cases, most often in at a commonsensical level, between individualism and humanism. “With the model of an emancipated individual, individua

21、lism is a humanism, designing an ideal world in which every human being can flourish and become itself” (Singly, 2005). This understanding of individualism is not, however, a product of contemporary thinking. Durkheim, f

22、or example, an anti-individualist in his sociological theory, accepts individualism when it is about “the glorification, not of ego but of the individual in general” (Durkheim, 1987).This vision however, must not make us

23、 lose sight of the negative effects which individualism can generate. Let us remember Fitoussi and Rosanvallon’s concepts of “positive individualism” and “negative individualism”. They argued that modern individualism is

24、 at the same time “a vector of individual emancipation, developing their autonomy and making them subjects carrying rights and an insecurity factor, making each individual responsible for his/her future, constraining h

25、im or her to give a meaning to their lives which nothing from the outside can organize”(Fitoussi&Rosanvallon,1999). We are talking in this case about an “individualization - emancipation which is doubled by and ind

26、ividualization – weakening” (idem).3. Globalization, individualism and mass communicationGlobalization represents a “process of extension in time and space of social relations and the accentuation of dependencies, networ

27、ks and interactions between contexts, localities and regions distanced in the planetary social space” (Vlasceanu, 2011). It is a complex, multidimensional process. We can talk, on the one hand, about local transformation

28、s produced by factors with global action, and, on the other hand, about global transformation produced by evolution is local spaces. Globalization is, at the same time political, economic, social and cultural. Social act

29、ors involved in this process are of a great variety: settlements, regions, national states, organizations, groups or persons. We can distinguish, as well between the objective aspects of the process, meaning the global e

30、xtension of economic, social, political, or cultural interdependencies and the subjective aspects, the awareness of the global flows and interdependencies. In essence, globalization means a transformation of the world in

31、 the direction of unicity, of creating a “sole sociocultural space”. The metaphor used since 1962 by Marshall McLuhan, of “global village” is particularly expressive in this sense.The efforts of operationalizing the conc

32、ept led to establishing a set of complementary transformations which globalization induces in the contemporary world:a. A change in the way of understanding space and time. Space is contracted, because of the unprecedent

33、ed development of means of transportation and communication, while time is diluted, as we live, in short intervals even more diverse experiences.b. The multiplication of cognitive and cultural flows. The apparition and t