当今科技以网络为代表的新媒体的崛起，重组了传媒的生态空间，技术知识与经济效益的互动日益增加，媒介形式日趋多样，内容影响日趋丰富、复杂。在此态势下，需要从“文化自信”的高度来审视新时代高等教育应秉承的责任。

1941年，梅贻琦在《大学一解》中指出“大学者，非谓有大楼之谓也，有大师之谓也”；而大学所培养的学生需满足“对于人文科学、社会科学、自然科学”应有“相当准备”的共同要求。1943年由梅贻琦草拟提纲、潘光旦执笔完成的《工业化的前途与人才问题》，对相关思想也进行了类似的表述：“使教育于适当的技术化外，应取得充分的社会化和人文化。”以梅氏看来，技术化对大学固不可少，但只占有“适当的”位置；社会化和人文化更加重要，在大学应有“充分的”发展。有了社会、人文与技术三者相互渗透的大学，才能为工业化的中国培养出优秀人才。这无疑为已著西安工业大学新闻传播学科“文化·技术·市场”丛书之先鞭。

显见，大学应当是时代精神的“折光镜”，是人文精神和科学精神的统一体。科技、经济与人文社会学科的联系与渗透，人文精神与科学精神的相结合，是当代大学应当承担的任务，并要在理论上和实践上做出的现实贡献。这也正是此套丛书编撰出版之初衷。

用“文化·技术·市场”三个关键词，既能映照当今社会的热点部位，又能自然带入大学在新媒体时代的工作重心。与之适应，本丛书体现了三个特点：

其一，情与理的统一。

《中庸》曰：“善怒哀乐之未发谓之中；发而皆中节，谓之和。”而“中和”被认为是高尚的精神境界。其基点即认为人皆有情，感情的发抒必须与道德规范相吻合。这是我国古代教育理论关于情与理的简洁说明。本丛书中《文化传播的媒介景观》《旗袍：身体与权力的播撒》的作品，前者以媒介变迁为经，文化传播为纬，探讨新媒体传播环境下媒介形式变化的特征与后果，以及媒介文化的批判与反思；后者以近代《月份牌》《良友》杂志中出现的旗袍为对象，梳理了其变迁的脉络，并深入探讨旗袍与身体、权力之间的关系。另一作品《镜像·光影·产业：新世纪以来陕西电影产业发展态势研究》旨在研究西部电影的范式创新，确立全新的电影伦理，为陕西电影产业的创新性发展提供智力支持。以上著作力争做到客观与主观的统一，科学与艺术的统一。

其二，具象与抽象的统一。

我们日常惯于“具象”的思维方式，不过不能忘记科学的“抽象”。抽象从具体出发又高于客体对象，带有普遍性。《文化·技术·市场——“互联网”视阈下的文化品牌塑造与传播》从文化建设的实体案例入手，集中探讨了新时期相关行业产业的发展问题；《品牌·传播·文化》则从畅销书角度切入，思考阐发产业变局中的传播现象。《定位·错位·移位》以1912—1949年西安易俗社在戏曲改良进程中的文化传播为研究对象，通过主体、受众、渠道、内容、效果等方面的社会传播分析，探讨易俗社在改良传播中的得失。

其三，科学精神与人文精神的统一。

从人类科学史来看，其大体可以描述为：人文精神和科学精神不断分离与不断融合的过程，而每一次的新融合，就出现了科学上和人文上的双重繁荣景象。人们得出结论：只有科学技术是不够的，还必须要以体现正确价值取向的人文精神为依托。到20世纪末，科学技术渐渐出现了脱离人文精神的趋势，即在最新的信息网络世界也出现了许多令人担忧的现象。这就再一次告诫人们：科技必须要有人文精神的浸润，由此提出了科技伦理的再建问题。科技伦理是以本国和人类优秀文化作为所籍的，科学家需有了这方面的修养，在他们身上才能体现出可亲可爱的人文浪漫和严谨求实的科学精神。

凡举各位著作者，执事孜孜以求，非穷其思、尽其力而不能停也，有感于大家在做一件弘扬优秀文化、守正学术业绩的好事，仅以寥寥数语，表示赞同！希望《文化·技术·市场》这类的图书出现得越多越好！

于孟晨

于未央湖畔

2017年7月仲夏

Today, the rise of new media represented by the Internet has reorganized the ecological space of media, the interaction between technical knowledge and economic benefits is increasing, media forms are becoming more diverse, and content influence is becoming richer and more complex. Under this situation, it is necessary to examine the responsibilities of higher education in the new era from the perspective of "cultural confidence". In 1941, Mei Yiqi pointed out in "A Solution to the University" that "a university is not only a building, but also a master"; The students trained by universities need to meet the common requirement of "considerable preparation" for the humanities, social sciences, and natural sciences. In 1943, Mei Yiqi drafted the outline and Pan Guangdan wrote "The Future of Industrialization and the Problem of Talents", which made a similar expression of related ideas: "In order to make education more technological, it should achieve full socialization and human culture." In May's view, technology is indispensable to universities, but only occupies a "proper" position; Socialization and human culture are more important and should have "adequate" development in universities. With a university where society, humanities and technology interpenetrate, it is possible to cultivate outstanding talents for industrialized China. This is undoubtedly the forerunner of the "Culture, Technology and Market" series of journalism and communication disciplines of Xi'an Technological University. It is obvious that the university should be the "refractor" of the spirit of the times, the unity of the humanistic spirit and the scientific spirit. The connection and penetration of science and technology, economics and humanities and social sciences, and the combination of humanistic spirit and scientific spirit, are the tasks that contemporary universities should undertake and make practical contributions in theory and practice. This is the original intention of this series. The use of the three keywords of "culture, technology and market" can not only reflect the hot spots of today's society, but also naturally bring into the focus of the university's work in the new media era. In line with this, this series embodies three characteristics: First, the unity of love and reason. "The Mean" said: "In the midst of goodness, anger and sorrow; It is said to be the sum of the middle verses. And "neutralization" is considered a noble spiritual realm. The basis is that all people have feelings, and the expression of feelings must be consistent with moral norms. This is a concise explanation of love and reason in ancient Chinese educational theory. In this series, the works of "Media Landscape of Cultural Communication" and "Qipao: The Spread of Body and Power" in this series explore the characteristics and consequences of media form changes in the new media communication environment, as well as the criticism and reflection of media culture. The latter takes the cheongsam that appears in the modern magazines "Moon Card" and "Liangyou" as the object, sorts out the context of its changes, and deeply explores the relationship between the qipao, the body and power. Another work, "Mirror, Light and Shadow, Industry: Research on the Development Trend of Shaanxi Film Industry since the New Century", aims to study the paradigm innovation of western films, establish a new film ethic, and provide intellectual support for the innovative development of Shaanxi film industry. The above works strive to achieve the unity of objectivity and subjectivity, and the unity of science and art. Second, the unity of figuration and abstraction. We are accustomed to the "figurative" way of thinking in our daily lives, but we must not forget the "abstraction" of science. Abstraction starts from the concrete and is higher than the object object, with universality. "Culture, Technology and Market: Cultural Brand Building and Communication from the Perspective of "Internet"" starts from the physical cases of cultural construction and focuses on the development of related industries in the new era. "Brand, Communication and Culture" starts from the perspective of bestsellers, thinking about and explaining the communication phenomenon in the changing industrial situation. Taking the cultural communication of Xi'an Yi Society in the process of opera improvement from 1912 to 1949 as the research object, "Positioning, Dislocation and Displacement" discusses the gains and losses of Yi Society in the improvement and communication of Xi'an Yi Society through the analysis of social communication in terms of subject, audience, channel, content and effect. Third, the unity of scientific spirit and humanistic spirit. From the perspective of the history of human science, it can be roughly described as the process of continuous separation and integration of humanistic spirit and scientific spirit, and each new integration, there is a double prosperity scene of science and humanities. People have come to the conclusion that science and technology alone are not enough, but must also be based on the humanistic spirit that embodies the correct value orientation. By the end of the 20th century, science and technology gradually showed a trend of detachment from the humanistic spirit, that is, many worrying phenomena have appeared in the latest information network world. This once again warns people that science and technology must be infiltrated with humanistic spirit, which raises the issue of rebuilding scientific and technological ethics. The ethics of science and technology is based on the excellent culture of the country and mankind, and scientists need to have this cultivation in order to embody the amiable and lovely humanistic romance and rigorous and realistic scientific spirit in them. Citing all the authors, the deacons diligently seek not to think hard and do their best without stopping, and feel that everyone is doing a good thing to promote excellent culture and keep academic achievements, and only a few words agree! I hope that the more books like "Culture, Technology and Market" appear, the better! Yu Mengchen on the shores of Weiyang Lake in midsummer 2017（AI翻译）