وﺗﻀﺎف إﱃ ﻫﺬﻩ اﻟﺒﺤﻮث ﺗﻠﻚ اﻟﱵ ﺣﺎوﻟﺖ اﺳﺘﺨﺪام اﻟﻨﻈﺮﻳﺎت " اﳌﻌﺎﺻﺮة " وﺗﻄﺒﻴﻘﻬﺎ ﻋﻠﻰ اﳌﻴﺪﻳﺎ ﰲ ﺑﻴﺌﺔ اﻟﻮﻳﺐ، ﻣﺜﻞ : اﻟﱪاﻏﻤﺎﺗﻴﺔ اﻟﺜﻘﺎﻓﻴﺔ 1 ، اﻟﱵ ﺗﻌﺘﻤﺪ ﻋﻠﻰ اﻟﺪراﺳﺎت اﻟﻨﺼﻴﺔ ﻟﺘﺤﺪﻳﺪ ﻣﻌﺎﻳﲑ اﻻﺗﺼﺎل ﺑﻐﺮض ﺗﺸﺨﻴﺺ اﻟﻘﻴﻢ اﻟﺜﻘﺎﻓﻴﺔ واﻟﻜﻠﻤﺎت اﳌﻔﺘﺎﺣﻴﺔ اﻟﻜﺎﺷﻔﺔ ﻋﻨﻬﺎ، وﻧﻈﺮﻳﺔ اﻟﺴﻴﻮﻟﺔ ﻟﻌﺎﱂ اﻻﺟﺘﻤﺎع زﳚﻤﻮﻧﺖ ﺑﻮﻣﺎن ) Zygmunt (Bauman ﻟﺪراﺳﺔ ﲰﺎت ﺳﻴﻮﻟﺔ اﻷﺧﺒﺎر ﻋﱪ اﳋﻂ 2 ، وﻧﻈﺮﻳﺔ اﳌﻮاءﻣﺔ واﻟﻌﱪ ﻣﻴﺪﻳﺎ ) (Transmedia ﻟﻠﺒﺎﺣﺚ ﻫﻨﺮي ﺟﻨﻜﻴﻨﺰ ) (Henry Jenkins ، واﻟﱵ ﺗﻨﺺ ﻋﻠﻰ اﻟﺘﻮﺟﻪ إﱃ إﻧﺘﺎج اﶈﺘﻮﻳﺎت واﺳﺘﻬﻼﻛﻬﺎ ﺑﻄﺮﻳﻘﺔ ﻣﺘﻜﺎﻣﻠﺔ ﻋﱪ ﳐﺘﻠﻒ اﳊﻮاﻣﻞ 3 ، وﻧﻈﺮﻳﺔ اﻟﻔﻌﻞ واﻟﺸﺒﻜﺔ ) Network Theory - (Actor 4 ، اﻟﱵ ﺗﺄﺧﺬ ﺑﻌﲔ اﻻﻋﺘﺒﺎر اﻟﻌﻨﺎﺻﺮ اﳌﺎدﻳﺔ واﻟﺒﺸﺮﻳﺔ ﰲ دراﺳﺔ اﳌﻴﺪﻳﺎ ﻋﻼوة ﻋﻠﻰ اﳋﻄﺎﺑﺎت، واﻟﱵ ﻗﺎل ﻋﻨﻬﺎ اﻟﺒﺎﺣﺚ رودﱐ ﺑﻴﻨﺴﻮن ) Rodney " :(Benson إ Û ﺎ ﺟﻌﻠﺘﻨﺎ ﻧﻌﻲ اﻷدوات اﻟﱵ ﺗﻮﺟﺪ ﺑﻴﻨﻨﺎ، واﻟﺪور اﻟﺬي ﺗﻘﻮم ﺑﻪ ﰲ ﺗﺸﺤﻴﻢ ﻋﻼﻗﺎﺗﻨﺎ اﻻﺟﺘﻤﺎﻋﻴﺔ واﳊﻔﺎظ ﻋﻠﻴﻬﺎ " 5 ، وﻧﻈﺮﻳﺔ ﻣﻴﺪﻳﺎ اﻟﺘﺤﻮل ) (Mediamorphosis ، اﻟﱵ ﺗﺴﺘﻨﺪ إﱃ أﻃﺮوﺣﺔ أن " اﳌﻴﺪﻳﺎ ﺑﺼﻴﻐﺔ اﳉﻤﻊ ﻫﻲ أﻧﻈﻤﺔ ﻣﻌﻘﺪة وﻗﺎﺑﻠﺔ ﻟﻠﺘﻜﻴﱡﻒ اﺳﺘﺠﺎﺑﺔ ﻟﻠﻀﻐﻮﻃﺎت اﳋﺎرﺟﻴﺔ ﻣﻦ ﺧﻼل ﻣﺴﺎر ﺗﻠﻘﺎﺋﻲ ﻣﻦ اﻟﺘﻨﻈﻴﻢ اﻟﺬاﰐ " 6 . وﻗﺪ ﺣﺼﺮ ﻣﻨﻈﱢﺮﻫﺎ، روﺟﺮ ﻓﻴﺪﻟﺮ ) (Roger Fidler 7 ، ﻣﺒﺎدئ ﻫﺬا اﻟﺘﺤﻮل وآﻓﺎﻗﻪ ﰲ : اﻟﺘﻄﻮر واﻟﺘﻌﺎﻳﺶ اﳌﺸﱰﻛْﲔ، وﲢ ﱡﻮل اﳌﻴﺪﻳﺎ اﻟﺘﻘﻠﻴﺪﻳﺔ ﻟﺘﺘﻜﻴﱠﻒ ﻣﻊ ﺗﻐﻴﲑ اﻟﺒﻴﺌﺔ اﻹﻋﻼﻣﻴﺔ، واﻟﺒﻘﺎء واﻻﻧﺘﺸﺎر، واﻟﻔﺮﺻﺔ واﻻﺣﺘﻴﺎج، واﻟﺘﺒﲏ اﳌﺆﺟﻞ . ﻫﺬا إﺿﺎﻓﺔ إﱃ ﻧﻈﺮﻳﺎت اﻻﺳﺘﺨﺪام اﻻﺟﺘﻤﺎﻋﻲ ﻟﻠُﻌﱠﺪة اﻟﺴﻮﺳﻴﻮ-ﺗﻘﻨﻴﺔ ذات اﻟﺘﻮﺟﻪ اﻟﺒﻨﺎﺋﻲ واﻟﺘﻔﻬﻤﻲ اﻟﱵ دﻓﻌﺖ ﻋﻠﻢ اﻻﺟﺘﻤﺎع 1 - Gabriel Barbulet, “Social Media: A pragmatic Approach: Contexts & Implicatures, 2nd World Conference on Educational Technology Researches,” Procedia, Social and Behavioral Sciences, no. 83, (July 2013): 422 - 426. 2 - اﻧﻈﺮ ﻋﻠﻰ ﺳﺒﻴﻞ اﳌﺜﺎل : Karlsson, “Charting the liquidity of online news,” op, cit. 3 - Salaverría, “Digital journalism,” op, cit. 4 - اﻧﻈﺮ ﻋﻠﻰ ﺳﺒﻴﻞ اﳌﺜﺎل : Ursula Plesner, “An actor - network perspective on changing work practices: Communication technologies as actants in newswork,” Journalism 10 (5), (2009): 604 - 626, “accessed October 5, 2021”. https://bit.ly/32qPITO. 5 - Rodney Benson, “From Heterogeneity to Differentiation: Searching for a Good Explanation in a New Descriptivist Era,” researchgate.net, (2017), “accessed November 2, 2021”. https://urlz.fr/gJoR. 6 - Severin, Tankard, Communication Theories, 38. 7 - Roger Filder, Mediamorphosis: understanding new media, (Sage Publications, 1997), 29.
94
Made with FlippingBook Online newsletter