【摘要】 根据洛根等人“媒介是延伸的延伸”的论断，该文从物质域、意识域、媒介域三个维度考察了名片在明清时期的作用与媒介功能演化。明清名片中的物质形式是维护等级身份的深刻体现，媒介可实现的功能早在出现之初就由规则制定者赋予了许多权力意识。名片的语言表达与交往实践在被礼仪秩序所塑造之后，还以一种镜面的形式呈现和映照着意识形态，并且在人们的各种具身仪式与传播实践中加强了等级观念。而随着清末社会文化以及印刷技术的改变，附着在名片之上的权力与等级意识也逐渐削弱。媒介的变迁不是一蹴而就的，媒介在冲突与革新牵拉推扯的过程中不断地被建立与推翻并走向新形式，最终潜移默化地影响人们的社会交往实践。更多还原

【Abstract】 Logan et al. argued that: “Media is an extension of extension． ”Based on this argument,this paper examines the role of business cards and the evolution of media functions in Ming and Qing dynasties from the perspectives of physioshere,consciousness-sphere,and media-sphere. The material form of business cards in the Ming and Qing Dynasties is a profound manifestation of maintaining hierarchical identity. The functions that the media can realize have been endowed with a lot of power awareness by rule makers as early as the beginning of formulation. After being shaped by the etiquette order,the business card’s language expression and communication practice also present and reflect ideology like a mirror and strengthen the concept of hierarchy in people’s various embodied rituals and communication practices. With the changes in social culture and printing technology in the late Qing Dynasty,the power and hierarchy consciousness attached to business cards gradually weakened. The change in the media only happens after some time. The media is constantly being established and overthrown in conflicts and innovations while moving towards new forms,eventually subtly affecting people’s social interactions.更多还原