麦克卢汉认为，任何媒介或任何技术都将改变人类活动的规模、进度或形态①。在此意义上，麦克卢汉强调的是媒介本身的文化意义，而非媒介传达的内容。这为传统上认为媒介非中立的媒介研究提供了一个新的视角。事实上，媒介是对应于特定社会的文化模式的，因此此社会中的媒介的形成与分布也就不是偶然的。文章将首先具体探讨麦克卢汉此观点在当今世界的现实意义：面对跨越国家及社会制度的数字媒介全球化传播及应用，以及由此带来的媒介化进程，媒介生态的发展趋势是什么？接下来，作者尝试联系文化和公民来对当代数字媒介传递的信息作出解读。“,”According to Marshall McLuhan, the message of any medium or any technology is the change of scale or pace or pat-tern that it introduces into human affairs (McLuhan 1968, 22f.). In this respect, McLuhan did not focus on the contents of media but on the cultural implications of the medium, introducing a new perspective to media studies which purports that media are not neutral. Instead they correspond to the cultural code of a society. As a result, the kinds of media which are developed and distributed in a particular society are not due to chance. In this article I would like to discuss what McLuhan’s thesis means in concrete terms in today’s world. Which developmental trends are emerging in the face of mediatization processes which are moulded by the global spread and use of digital media across countries and social settings? In the rest of the paper I will attempt to respond to current messages in the digital media which relate to culture and the subject.