THyC TliN - KINH NGHIEM
NhOng each dinh nghia da chieu cho l(hai niem "Media"
• ThS NGUYfiN TRUNG THANH Hpc vien Cong nghe Buv chinh Vien tho^
Xet v l mat ngft ngHa, thuat ngft titog Lattah "Media" mang ngMa goc la tag gian , co ftSf ngum, vat trung gian, mo, tniong trung gian. Tuy vay, tren thtrc te o nuoc ta, khai m?m Media lai turn hSu rat rong la truyto thong noi chung, mang tinh chat bao trim, va thuong la gan hen vol khai mw truyto thong dai chimg, trayto thong da phuong tien, co luc lai dupc hieu don gian rfiu mot thu|tn8i nong kho tft vung doi thuong. Tft thuc tiln cua viec thieu vang mot dinh ngMa khoa hpc tuong doi trpn ven cho khai mem "Media" tai Viet Nam, tac gia bai vilt gidi thieu va he thong hoa cac each hieu, t^
lat cat nghito cuu khac nhau trto thi gioi vl khai niem nay de co them nhung can cu nhat dinh khi a t
din va su dvmg khai niem "Media". ^ l . D a t v a n d e
"Media" von la mot thuat ngu co nguon goo tilng Latinh va dupc du nhap vao Viet Nam tft dju nhftng nam 2000 tro lai day. Tai Viet Nam, "media" thucmg dupc su dvmg nhu mpt tft d5ng ngMa cho khai niem truyln thong. Vi du diln Unh nhjt cho each talu nay la viec, lat nMlu cac cong ty hoat dong trong linh vuc trayto thong thudng gin thuat ngft Media vao tto gpi quic t l ciia minh, chSng han nhu Tap doan trayto thong Thanh mto - Thanh nito Media Corporation, hay Ting cong ty Trayin thong hue thupc T jp doan Bvm chinh viln thong Viet Nam voi tto vilt tit la VNPT - Media.
Xet v l mat ngft nghia, thuat ngu tilng Latinh
"Media" mang ngMa glc la "taing gian", co thi la nguoi/vat trang gian, moi traftng ttung gian. Tu day, ngufti ta CO thi Mlu rpng ra, media la phuang tien, dmg CU hoac cong cvi. Nlu gSn y ngMa nguyto thuy nay cua thvmt ngft Media vao IMi vuc trayto thong, chiing ta co thi hilu Media la cac loai tMet hi thong tin lien lac nhu cac may thu phat song, dien thoai, ve tinh hoac cac loai tMet bi kl thuat phuc vu cho viec san xuit ra cac npi dung thong tin nhu may anh, ca- mera, may tinh.
Tuy vay, tren thuc tl, khai niem Media lai duoB Mlu rit rpng la ttuyin thong noi chung, mang iHt chat bao ttum va thuong la gSn liln vcri khai nieBl
"truyln thong dai chung" cung nhftng loai hinl a dang nhu bao m, phat thanh, ttuyin Hnh, bao m?i|
dito tu cung nhu quan hg cong chung. Cungconhieii traong hpp, dac bift, trong viec dich thuat cac tai liai nuftc ngpai, nguoi ta da thuftng xuyto c6 each djch danh ding hai thuat ngft khac nhau ve ban chat li
"media" va "communication" duoi mftt khai mM chung la "ttuyin thong". „ ^,
Su dvmg khai mem Media khong thing nMt»
tham cM la tHiu v k g di ca viec dinh ngMa nft fflot each khoa hpc khong phai la mpt Hen tupng dac Si4 cM CO ft Viet Nam - quftc gia nhap khju khai nita nay tft nuftc ngoai. Ngay tai cac cuftng quoc ve ttuyin thong ttto thi gifti nhu Hoa Ky, CHLB Diic..., khai niem Media it kM dupc dl cap din nhu n,|t thuat ngu khoa hpc, hay mpt dfti tupng ngHen cvn dac thft cua nganh ngHto cuu ttuyin thong ma coi^
thupng cM dupc sft dmg dpn gian nhu mpt thuatngj ttong kho tft vung dfti thuftng™.
2. Khai ni6m "Media"
Trto thi gifti, khai mem Media bat dau dupc si
Ly Inan e h i n h t r i & Ti-nyen thftna Sd thdng 6-1
THyC T I S N - KINH NGHIEM
dung tu the ky XVII tai chau Au va Hoa Ky trong linh vuc khoa hoc tu nhien va thuong mang y nghia la mot moi tmcmg hoac cau true Uung gian mang tinh tmySn din. Ngoai ra, cho d6n nay, ciing c6 rat nhieu cac nhom nganh khoa hoc khac thuoc Imh vuc khoa hpc xa hoi va nhan van su dung thuat ngii nay. Dien hinh nhi.t kS den duoc la cac nganh: su pham hoc, ngon ngir hoc, ly thuySt thong tin, xa hoi hoc, van hoa hoc, triet hgc, nghien cuu tmyen thong...'^'.
Tror^ linh vuc Su pham hoc, thuat ngii Media co thd duoc hiSu la cac phuong tien hay cong cu, thiet bi phuc vu cho muc dich day va hoc. O day, "media"
gin nhu duoc xem la cac thi6t bi ky thuat de lim giir va truy6n tai noi dung su pham, chang han nhu sach, va, bang, may chieu, chuong trinh may tinh phuc vu soan giao an...Pl
Trong Ngon ngii hoc, nguoi ta hieu "media"
truoc h6t la ngon ngu, hay chinh xac hon la mot he thong cac bilu tugng xac dinh'"'.
D6i voi Imh vuc Ly tiiuydt thong tin mat ma, cac chuyen gia hieu "media" la mgt tap hgp cac ky hieu danh d§.u'^.
Cac nha 5 S hgi hgc - ma dien hinh nh4t la giao su nguoi My Talcott Parsons, ngucri dugc xem la cha de cua ly Ihuyet he thdng xa hgi hgc, hay Niklas Luh- mann, nha xa hoi hgc nguoi Diic ndi tieng cung theo tnroi^phai ly thuyet he thdng - mgt mat coi "media"
nhu la nhimg phucmg tien ky thuat luu hii va tmyen tai thong tin (vi du nhu may m, may thu phat thanh, may fax, dien thoai); mat khac, hg nhin manh
"media" la nhirng "each thiic hrong tac xac dinh"'^'.
' Voi Parsons, tiSn, quyln luc, siic anh huong va su g5n kk gia tri la "media" - nhung phucmg ti$n tuong tac mang tinh xa hgi <^. Luhmann Iai cho rang, tien, tinh yen, quySn luc, su th^t, nghe thuat, phap luat va nilm tin ton giao la nhung "phuong tien truyen thong mang tuih biSu tugng ph6 bi6n"<^'.
Theo nhirng hgc gia nay, qua trinh tniySn Ihong giua con nguoi voi nhau ve ban chSt la hien tugng hrong tac va la co so d6 cSu thanh nen xa hgi loai nguoi *'\ Tmyln thong 6 day dugc hieu theo nghia rfing nhat, khong don thuSn chi la giao tilp va trao d6i thong tin, ma la tit ca cac loai hinh hoat dgng co chu dich ciia con nguoi. Khi cac loai hoat dgng nay
kit hgp lai voi nhau, cac he thong xa hgi se dugc Mnh thanh. Ching han nhu cac hoat dgng buon ban, thuong mai giiia con nguoi voi nhau la co so de tao nen he thdng kmh t l - thi hucmg. Can cii theo ly thuylt nay, ca Parsons va Luhmaim deu cho rang,
"media" la nhiing nhan t l co thi gop phin thiic day va mo rgng tmyln ttiong, hay noi cu the hon la mo rgng va lam gia tang cac hoat dgng xa hgi ciia con nguoi uong cac he thing xa hgi khac nhau'"". Ching han, tiln la mot loai lunh "media" ma vcri no, cac hoat dgng mua va ban dugc kich thich phat triln. Mua va ban la hai hoat dgng co ban ctia he thing thuang mai.
Viec phat trien cua hoat dgng mua va ban den lugt nunh lai kich thich cac hoat dgng san xuat cua cai vat chat, la loai hinh hoat dgng co ban cua he thong san xuit Tom lai, co thi thay ring, thuat ngir "media"
trong Ly thuyet he thing xa hgi dugc hieu rgng hon rit nhilu so voi each hilu ve "media" ti-ong phan lan cac lihh vuc khoa hgc khac.
Tuy vay, ttong Dnh vuc Van hoa hgc - Nhan van hgc, khai niem Media lai mgt 15n nua dugc dinh nghia tiieo each khac. Mgt mat, cac loai tiiilt bi ky thuat tiiong tin tmyln thong nhu sach, may tiiu tiianh, may ttiu hmh vin dugc xem la cac dang thiic khac nhau cua "media". Mat khac, cac he tiiong bieu tugng nhu ngon ngu, chii viet, Mnh anh cung dugc xem la cac "media" Idmc nhau Ben canh do, mgt loat cac vat dung mang tinh chit Id tiiuat ciing dugc xem la "media" duoi each nhm Van hoa hgc. Mgt tiong nhiing dai dien tieu bilu cho each dinh ngMa nay la nha ngMen ciiu van hgc va tac gia nguai Canada, Marshall McLuhan, tac gia ciia mgt nhan dinh noi tilng thi gioi va thuang xuyen dugc tiich dan:
"Phuong tien chmh la tiiong diep" *"'.
Theo McLuhan, c6 rit nMeu thii ton tai quanh chung ta, dong vai tro la cac media: ngon tii (noi va vilt), chu so, ducmg phi, quan ao, tien, dong ho, may in, xe 63p, tau hoa, may bay, dien tiioai, may fax, may ttiu Mnh, may tinh va tiiam cM la ca vii kM. Ro rang 0 day, ta tiiiy ring, khong c6 mgt trat tu mang tinh he tiling nao dugc sii dung de xac dmh Men tugng hay su vat nao la "media". Duong nhu tit ca nhiing gi mang mgt Mnh hai vat ly cu ttie deu co the dugc xem la mgt loai phucmg tien. "Media" theo nhu
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McLuhan la "Miung su nfti dai cua con ngufti"C^i, Trongmoi htohe vdi Imh vuc ngMen cuu ttuyen hay noi cu thi la su mft rong mang tinh ky thuat dli thong nfti ritog va cac hoat dpng ttuyen thong d«
vfti cac giac quan va co thi ngufti noi chungC^'. Cdc chung noi chung, lit cat ngUta cuu cua Marshall phuongtitokythuatdathaydlimotcachmanhme McLuhanda tao ra tieng vang va su chu y ve n ^ Mian thuc cung M^u toan bo nln van hoa cua loai hpc thuat khi ma tft lau, vtec ngMen cuu ve cae ngucri bfti le Chung da mft ra nhung tim nhin cung phuong tien ttuyto thong dufti giac dp vl mo ve l l * nhu nhiing co hoi hoat dong mfti cho tit ea chung ta su van hoa khong dupc chu y dto Mneu. Tuy ntaen;
<") ChSng han, cac loai Mnh phuong tien giao thong tac gia da khftng nto mpt dinh ngHa ro rang toy Miu xe dap, xe gSn may, 6 to, tau hoa, may bay (tit tham cM la mpt he thong dinh ngHa khoa hpc cho ca diu duoc McLuhan xem la cac media) da chp khai niem "Media" _ , ^ >
phep con nguoi vupt qua cac khoang each vl khong 3. Dinh ngMa Media trong nghien cini fruye»
gian Cling nhu thfti gian ma nlu khong eft chung, thong , Chung ta se khong co each nao vuot qua dupc. Rfti Tu goc do cua nganh ngHto cuu ttuyen thong,
cac loai tHittathongnn ttuyin thongnhudito thoai, "media" dupc xet den khong phai latatca cae kia, may thu Mnh, radio, cung dem din cho chiing ta su phuong tito ma cM co nhftng phuong tien nao ptac mft rong nhan thfte Mong tii. Bto oanh su mft rpng, vu cho qua ttiMi ttuyto thong moi la doi hipng McLuhan cung nhin manh din su "cSt dut" ttong ngMto cto cMnh. Cach gifti han nay veco ban giong nhan thuc cua con nguoi. 6 day, su "cSt dftt" dupc nhu each tiep can cvia McLuhan, kM ma cM co cac Hiu la su giam tHiu Miung nang luc tu Mnto cua phuong tien mang tmh ky thuat eft tac dvmg ho In?
con ngufti. CHnh Miung tiln bp khoa hpc ky tiiuSt nhan thuc cua con nguft, dupc xem xet ngMen cuu da aMl huftng sau sSc din co till sinh hpc cung M,u Tmyen thong dupc dinh ngHa la mpt loa, Mnh cuoc sing cua con ngufti™. tat dpng dac thft mang tiM, Mong tac Mto tijpng Tren co sft cua vice danh gia lit cao vai tto, tac cua con ngufti™. Tuong tac bito tiipng ft day dupc dpng cua cac tiln bo ky thuat dli vfti nhan fliftcva Mlu la mpt qua ttinh ttao doi cac ky Men, Men Mong van hoa cua xa hoi loai ngufti, McLuhan da di din ma ttong do co ma hoa mpt thong tin cu the nao do.
mot kit luan mang tfah kmh diln va tiiuftng dupc Cac thong tin nay se pha, dupc giai ma k h cac ky ttich din "Phuong tien chfah la thong diep". Vfti Men dupc ttuyto di va sau do la dupc tiep fliu day Mianxanay tac gia muln nhin maMirJng, noi dung dii"». Qua ttinh chuyen cac ky Meu, bieu ttipng nhu cua fliftng tm chung ta muln cMa se khftng thuc su vay doi hfti phai vupt qua nhung khoang khong gian quan ttong bing fliong qua phuong tten nao (Mnh va fllfti gian xac diMi. Tft day, Hany Press, giao stt fliftc nao) ma chiing ta cMa se noi dung dft. Hinh fliuc ngHto cto ttuyto fliong ngum E)uc, da dua ra mpt ttuyin di fliong diep cMu su quylt dinh cua kha nang each dinh ngMa ve "media": media dupc Men li ciia cac phuong tito ky thuat, hay nfti each khae, "phuong tien cho muc dich", la tat ca cac nhan to co chinh cac phuong tito ky fliuat la fliong diep. Theo chuc nang lam can noi dam bao cho thong tin dupc McLuhan, cac phuong tien ky fliuat la mpt dang in ma hfta ttong cac ky Men, bito Mpng, rpi dupc ttuyen du cho nhan ttiuc cua con ngufti. Nhan ttiuc vl ban di, tiep nhan va giai ma mpt each ttiong suot ttong chit chiu su chi phfti chu dao cua cac loai htah khong gian va qua fllfti gian '">.
phuong tien ky ttiuat. Su cM phfti nay dpc lap voi bit Can eft flieo each dinh ngHa nay cua Hany Pross eft npi dung fliong tin cu flil (fliong diep) nao ma con Klaus Beck - eung la mpt giao su nganh ngHto cm nguoi muln tilp nhan "«. Tuy vay, cung can phai ttuyto ttiftng ngufti Dftc - da phan cMa cac phuonf nhin manh ring, anh huftng ma tac gia dl cap din la tito ttuyin ttiftng ttianh hai nhom co ban, do la cat nhung anh huftng mang tinh phft quat van hoa - xa phuong ti|n tac dftng nhSn fliftc va cac phuong ttei hoi chft khftng phai la anh huftng din timg eanhan vat chat ho ttp ™.
cu flil ttong xa hpi. Cac phuong tien Mian ttiuc, ttuoc het tae dpnt
64 l y In&n e h i n h t r i & Tl-nyen thdng Sdthdng 6-201
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vao cac giac quan cua con nguoi. CM co nho cac giac quan, con nguoi moi c6 the tiep nhan cac ky hieu, bieu tirgng trong qua trinh tmyen thong. CTng voi cac giac quan la cac loai Mnh doi tugng nhan thiic, ma
^lan trgng nhit la ngon ngii, Mnh anh, am tiianh va cac dang kit hgp cua cac loai hinh nay Chung dugc xem la cac dang phuong tien tmyen thong co ban, tac dgng den tiiinh giac va thi giac. Ngoai ra, cung CO nhiing kenh nhan thiic khac la vi giac, khiiu giac hay xiic giac. Tuy nMen, viec tac dgng den cac giac quan nay kho dien ra trong cac hoat dgng tmyen thong dai chung, ma thucmg cM dien ra ttong cac giao tiep ca nhan.
Doi vai cac phuong tien vat chat ho ttg, nguai ta phan chia thanh hai dang chinh la cac loai phuang tien luu tiu va cac loai phuang tien tmyen dSn.
Chiing CO the tiiuan tiiy la san phim ciia tu nMen, ma Cling CO the la mgt dang ttuet bi mang tinh ky thuat nhan tao. Voi loai phuong tien luu trii, ta c6 the thay nhimg phuang tien thuan tuy dugc tim thay trong tu nM&i nhu da, gl, tre..., nhung ciing c6 nhirng phuang tien do con nguoi tao ra voi nhirng cap do phiic tap ve mat cong nghe rit khac nhau, tir giay cho den con cMp may tinh. Phuong tien tmyen din thuan tiiy mar^ tinh tu nMen de nhan ra nhat chinh la moi truang xung quanh ta, trong do quan trgng nhat la khong kM va nuoc. Phucmg tien truyen din ky thuat do con nguoi tao ra thi ngay cang da dang, tinh vi va phiic ti^i, bao gom cac loai day cap, may in, tMet hi viin thong, may dien thoai, may fax, may tinh, may phat tiianh - phat hinh, may thu thanh - thu hinh....
Ngay nay, trong xa hoi Men dai, vai tro cua cac phuong tien ky ttiuat dugc de cao hon bao gia het.
Nha vao nhirng phuong tien nhan tao nay ma con ngucri co the thiic diy hoat dgng tmyen thong phat tri&i manh me khong ngiing. Tuy nMen, neu cM xem xet cac "media"/ phuang tien nay tren bmh dien cac tiiilt bi may moc don le, chung ta se khong the ly giai dugc vai tto va chuc nang ciia chiing doi voi hoat dgng truyen thong ciia xa hgi loai ngucn. Chinh van de nay da dat ra yeu cau phai tim den mgt each dinh nghia ma rgng doi vai khai ruem "Media". Va, nguoi dua ra ^Hnh nglua moi nay la mgt giao su nguoi Thuy ST, ong Uhich Saxer.
Theo Saxer: "Phuang tien truoc tien la nhirng kenh tmyen thong, ma cac kenh nay c6 vai tro truyen tai di cac he thong ky Meu dugc nen voi nhihig dung lugng khac nhau. Thii hai, phuong tien la nhiing to chiic, tiic la nhirng he thong xa hgi co vai tto thoa man mgt muc dich cu the nao do, vi cM co nhu vay tM cac phuong tien ky thuat mai dugc tan dung Meu qua. Thli ba,vi tmyen thong thong qua cac phuong tien la ket qua ciia cac buoc tao lap, chuan bi va don nhan cho nen ban than cac phuong tien se tao nen mgt he thong phiic tap, vai cac cap do khac nhau.
Thli tu, vi qua trinh tmyen thong thong qua cac phuang tien co tac dgng rpng khap toan xa hgi, no se mang cac chiic nang cu the nhat dinh doi voi chinh xa hgi. Va cuoi cung, de cac chiic nang bao tnim nay CO the dugc thuc Men mgt each tot nhat, cac phuong tien se dugc gan ket vao mgt he thong quy dinh mang tinh xa hgi, tiic la chiing se dugc the che hoa"'^''
4. P h ^ tich dinh nghia m& rang ve Media Theo nhu each dinh ngMa ciia Saxer, khai niem media se khong cM don thuan bao gom la cac phuang tien ky thuat phuc vu cho tmyen thong, ma con la cac to chiic cac the che va cuoi cung la cac he thong xa hgi.
"Media " duai gidc do ky thudt
Cling cMa se goc nhin voi cac nha khoa hgc khac ttong ITnh vuc NgMen ciiu tmyen thong, Ulrich Saxer truoc tien ciing xac dinh thuat ngu "Media" ttong tmyen thong bao ham cac phucmg tien mang tinh chat ky thuat phuc vu cho qua trinh tuong tac cua
"cac he thong ky Men". Chiing dong vai tto tmyen tai, mo rgng cac ngi dung thong tin den vai cong chiing, ching han nhu bao in, may thu phat song radio, may thu Mnh.
"Media " nhu Id cdc to chuc
Viec chi phat trien cac cong nghe thong tin hen lac mang tinh chat ky thuat se la khong du cho chung ta CO the hoan toan sir dung cac phuong tien tmyen thong. De co tiie tien hanh mgt cugc ggi dien thoai hay xem tmyen hinh, ben canh cac tMet hi ky thuat nhu dien thoai hay may thu hinh, mgt to chiic duy tri su ket nii va van hanh cua nhiing tMet hi do - trong vi du 6 day la ting dai ciia mgt cong ty vien thong va dai tiuyen hinh - la nhu cau bat huge phai c6.
S& thdng 6-2016 Ly InSn c h i n h tri & T r a y e n thdng 65
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Chinh vi vay, kM nfti din "Media" ngay nay, cat mk mpi ngufti diu Mnh dung ra ban dau la cac tap doan ttuyto ttiong (Media Corp), sft hftu cac da, phat tttanh, dai ttuyto Mnh, nhi xuat ban... Cac don VI nay, v l ban chit diu la cac t l chftc khac nhau, chiu ttach nMem va CO kha nang van hanh cac fliiet bi, phuang
ti?nky fliuat ttiong tin lito lac. ^ Cung nhu tit ca cac mo Mnh to chuc khac, cac to
chuc ttuyin ttiong diu co muc dich hoat dpng cua ritog minh va cac hoat dpng nham dat dupc mjic dich huftng toi diu bupc phai ttm flieo mpt he fliong cac quy dinh va cac lujt nhit dinh. Bto canh dft, cac to chftc ttuyin fliong ciing co ciu true ritog cua minh.
"Media" nht Id cdc the ehe
Thi chi dupc Mlu la mpt he fliong cac quy dinh/luat tin tai mpt each bin vung, lau dai. Cac quy dinh/hoac luat nay se xac dinh ro pham vi hoat dpng cia cac ca flil/nhftm ca flil ttong to chftc va ttiong qua dft giai quylt dupe cac vin de ve hpat dpng mang tinh fliuftng nhat. Cac ttil ehl c6 ttil dupc xem la cac ciu ttuc, ma vfti nft, hoat dpng cua mfti mpt ngufti/nhom ngufti eft ttil dupc t ^ dieu kien hoac M gifti han lail"^'.
"Media "nhu Id he thing xd hdi
KM dua ra fliuat ngft he fliftng xa hot, LWch Saxer muln xem xet din khai Mem Media tten binh dito vi mc nhit Then ttiuylt he ttling dupc xay dvmg bfti Niklas Luhmann, mpt he ttiftng xa hpi la mpt tap hpp nhung ttianh tft rieng Met hto kit vfti nhau flieo mpt quy luat nhit dinh nao do nhSm ttiuc Men mpt chftc nang cu ttil dli vfti xa hpi. KM xet din mpt he ttiong, ngufti ta muln xem mpt flianh t l cu ttie ttiupc ve hay khcng fliupc vl he ttiing (khac vfti viec kM xet dto mpt All chi, nguoi ta muln xem mpt hanh dpng cu flii nap do la diing hay sai vfti quy dinWlujt)™. Nhu vay, kH khing dinh "Media" la mpt he ttiftng xa hpi cung eft ngHa la, ta se xet xem mpt loai Hnh ttuyto fliong cu ttil nao dft co fliuftc vl he fliong hay khong.
Trong ngMto cto tiuyin fliong, khai mem He ttiong ttuyin ttiftng (Media System) luon gan voi mpt quftc gia cu All, va cac he fliftng nay sft huu nhung dac diem khac biet. Daniel HaUin va Paolo Mancini, ttong tac phim nii tilng "So sanh cache ttiong ttuyen fliftng"""', da so sanh he ttiftng ttuyin fliftng cua 18 quoc gia
phuong Tay vfti nhau va sau dft duaraSmft Hnh chfflB tap hop nhung dac dilm chung cua cac nhom n m ^ ttong sft ISqulcgianiy: Mft hinh DiaTningHSimam tinh "phan cue - da nguyto" (bao gftm cac quoc g i g nhu Y, Tay Ban Nha, Phap, Bft Dan Nha...), mo Mif;
Bic Au mang tinh dSn cMi - hop tac" (dai dien cho rf hinh nay la Dftc, Dan Mach, Na Uy, Thuy Bien, Phil Lan...)vamoHnhAng-16Sac-x6ngmangtinh"ludo"
(voi cac dsi dien Hoa Ki", Anh, Canada)^
(1) (3) (4), (5), (6), (19), PO) X m : Biick, Klaus (2(i07):
KommUlcationswissenschafI, Nxb. UVK VerlagsgesEUsel*
mbH,Ki)nstiiiiz,ti.73,74,78.
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•Xa smd MKiien?, tr63 Trong; Ncvetla, Irene/CtattnaJ Ellasn>.ter, Monika (T6ng hop); Granlagcnteffi zui I o i m « t Nxb UVK VerlagsgcseUschaa mbH, KonsBmz, 2002, Ir. 52-T2,_
(7) Parsons, Talcott. Soaalsttulitui and die symbolisclienT*
sehmedien Trong' P.as, Clans; Vogl, Joseph; Engell. Loraizul (Tdng hop)- Knrsbuch Medienkolmr. Die maBgebhchenThe™
von Brecht bis BaudriUaid Deutsche Verlagsanstalt,Stnttga«20SO (8) Luhmann, NiUas: Die Unwahischeinlichkeit der Kommil- nikation(1981). Bich Iheo-Pias, Clans; Vogl Joseph; Engell, LOOT n a (Hg)- KuBbuch Mtdienloillir. Die maBgeblichen Itaonn vm BrechtbisBandrilaid. Deutsche Verlagsanstalt, Stuttgart 2000, IL55 (9) Theo Luhmann. "Xa ho. Idiong phai duoc hinh thanh a con ngilM ma htoh thanh til qua hinh trayen thong giiia con ngiB vol nhau" , • . ;, u~ ..i.
(10) Theo Ly diuylt he thong, long M hoi, co lat nhie««
he flidng Idiac nhau M 5 . mot he thdng cd mot cau liiic neng W vi, nhiing chdc nang nhit dinh dS dap iing cae nhu cau cto xa 1 | dSt m, Co nhung h? flidng thudng dooe Ice den trong cac c6ngt«
nghien cini Idioa hqc. he didng chinh tri, he flidng phap luSl, H flidng kinh t6,h€ flidng van hoa...
(11) Nguyen van tifag Anh: "The Medium IS flie message . (12) Nguyen van hdng Anh. "Extensions of Man".
(13) (14) (15),(16)Xem-McLuhan,H.MarihallH(19M):
Undeistmdmg Media: flie ExtensidusofMan, Nxb. McOiaw-Hi, NewYoric ,^ ..
(17) (18) Xem: Burkart. Roland (2002); Was ist Kommom- kation? Was stod Medien', ti70. Trang: Ncvetla, tane/Cntlm^
Elke/Pater, Monika (rSng hdp): Granlagentexte all JoumaW Nxb UVK VerlagsgescHschaft mbH, Konstanz, 2002, lr.52- «•
(21) Xem- Saxer, Uliich: Gienzen der Pubhzishkwlssenschlitl Trong: Puhhzlstik, So 04 nam 1980, lr.532,
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(23) Xem:Wiltt;e, Hehnnt (1993); Systemtheorie. Em I » ftilirungmdieGnirulpmblemederneoriesozialerSysteme.lbM ban tan 4 co chtah sda. Shittgait. tr 58.
(24) Ti^ng Anh; Comparing Med.a Systems.
66 Ly Inan chinh tri & Xrny^n thOng Sdthdng 6-20