电子殖民主义理论的研究发展
The Research Development of Electronic Colonialism Theory

摘要 电子殖民主义理论(Electronic Colonialism Theory)是由托马斯·麦克菲尔(Thomas McPhail)在1981年提出的媒介研究理论。电子殖民主义理论解释了全球媒介是如何整体地来影响着本土受众的心灵、态度、价值观以及生活方式，而电子殖民在某种程度上也会改变本土的文化和社会过程。本文通过文献研究法，对电子殖民主义产生的现实背景、理论文本溯源、理论发展中所关注的问题以及理论的发展走向做出文献梳理和分析。本文研究的核心问题主要是对电子殖民主义理论的发展走向的分析解读。在文章结论中，对电子殖民主义理论的未来发展做出了一定的评估；并从大众媒体向新媒体转型这一角度出发，分析权力与话语权的关系，从而对该理论发展目前所呈现的临界点状态进行诠释。
Abstract：Electronic colonialism theory(ECT) is first constructed by media-study scholar Thomas McPhail in 1981. This theory explains how worldwide media are collectively influencing the native audience’s minds and behaviors. To some certain extent， the process of electronic colonialism can also change the native cultural and social processes. Applying the method of literature review， this essay intends to study and discuss the following issues： the historical background of ECT， its theoretical background， its main focus， as well as its future. This essay’s core issue of interest lies in the discussion of the research development of ECT. The conclusion part of the essay aims to start from the perspective of traditional mass media’s transition to new media， and analyze the relationship of power and discourse， therefore interpret the current critical point of the theory’s developing process.