中国文化在国际社交媒体传播中的“话语圈层”效应

发布时间：2018-05-13 12:21

本文选题：社交媒体 + 话语层级　；参考：《新闻界》2017年02期

【摘要】：中国文化在国际社交媒体的有效传播中,传受关系并不是发散和非对称的,而是具有传者和受众之间的层级对称性,形成一种趋同和趋近的"话语流动圈"。这种话语层级并非基于实体性或线下性的社会因素,而是基于线上性和准虚拟化的话语特征。在有效信息流动中,受众最有可能对和自己的话语层级相近的传者进行反馈,传者得到的反馈最有可能来自和自己的话语层级相近的受众。对传-受者的话语层级基于线上活跃度、互动性、影响力的定量检验和分析显示,中国文化在国际社交媒体传播中的"话语圈层"现象,在所考察的媒体样本中是存在和显著的。社交媒体研究需充分重视传受关系和传受结构中的"话语圈层"效应和机制,以及在这种结构背景下的信息流动有效性和话语传播规律。
[Abstract]:In the effective communication of Chinese culture in international social media, the communication and reception relationship is not divergent and asymmetric, but has the hierarchical symmetry between the communicator and the audience, forming a kind of "discourse flowing circle" that converges and approaches. The discourse hierarchy is not based on the social factors of entity or line, but on the characteristics of online and para-virtualization. In the effective information flow, the audience is most likely to give feedback to those who are close to their own discourse level, and the communicator is most likely to get feedback from the audience who is close to their own discourse level. Based on the quantitative test and analysis of the online activity, interactivity and influence, the discourse level of Chinese culture in the international social media communication is revealed. Among the media samples examined, they are present and significant. The study of social media should pay more attention to the effect and mechanism of "discourse circle" in the relationship and structure of transmission and reception, as well as the effectiveness of information flow and the law of discourse communication in the context of this kind of structure.
【作者单位】：同济大学艺术与传媒学院;同济大学全球城市文化传播中心;
【基金】：国家社科基金项目“中国文化对外社交媒体传播机制研究”(13CXW050) 中央高校基本科研业务费专项资金项目同济大学青年英才计划项目“社交网络‘情绪设置’效果与模型研究”(0600219077)
【分类号】：G206.3

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