Philosophical Reflections on"Coating"in Communication:A Perspective from the Critique of the History of Civilization
We live in an era dominated by information and communication,where individuals,organizations,societies,and nations are increasingly benefiting from the advantages of information dissemination,while also grappling with the challenges it poses."Coating-style communication"is a pivotal issue in the contemporary dynamics of communication and civilizational advancement.This term refers to the artificial superimposition of heterogeneity for specific effects and purposes.In the context of communication,this"coating"entails constructing and transmitting information through the superimposition of heterogeneity.Communication is both a constituent and an endeavor of civilization,and appropriate coating can enhance its effectiveness.However,excessive reliance on such techniques can turn communication into a tool that manipulates emotions,cognition,and behavior,thereby deviating from its civilizational mission."Coating-style communication"exhibits several characteristics:it exploits cognitive habits to impose certain information on people;it promotes the dissemination of idealized,flawless images of certain entities;and it typically serves a singular goal of securing specific benefits.The techniques used in"coating-style communication"may differ,but fundamentally,they all represent a formalistic strategy detached from content and devoid of genuine substance.This form of communication reflects the alienation and competitive nature of our times,manifesting as a compulsive thirst for propaganda and obsessive communication."Coating-style communication"distorts the ecological balance of civilization and communication,hindering sustainable civilizational progress;it warps the operational ecology of institutions and organizations,leading them into superficially prosperous risk traps;and it distorts individual psychology and emotions,leading to restless behavioral and psychological traps."Coating-style communication"allows the problematic aspects of civilization to be stored,popularized,and amplified,damaging the progressiveness of civilization and disrespecting genuine innovation,creation,and production.The lingering presence of barbarism in human civilization,persistent issues in the operational ecosystem of modernity,and the inherent irrationality of the communication ecosystem itself are key contributors to the prevalence of"coating-style communication".As a vital component of human civilization,advancing civilizational progress is the historical mission of communication.Overcoming"coating-style communication"is a comprehensive historical process that requires further rationalization of the overall ecological civilization,societal operational mechanisms,and communication practices and research,especially by strengthening the civilizational mission and social responsibilities of communicative agents.Overcoming"coating-style communication"plays a crucial role in the high-quality construction of Chinese modernization and Chinese modern civilization.
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