社交媒体在街区集体行动中的共意动员机制分析——以豫西S街道护校微信群为例

An Analysis of Consensus Mobilization Mechanism of Social Media in Block Collective Action:A Case Study of a “Protecting School” WeChat Group Established by S Street in Y City of Western Henan

共意动员是行动者有意识地建构认同并推动个体为行动参与服务,其酝酿、发展和效果跟信息传播息息相关,社交媒体为共意动员提供了新的传播渠道。论文以豫西Y市S街道旨在保护当地中学的微信群为例,采用个案研究与文本分析相结合的方法,考察微信群的共意动员机制及其线下行动交互作用的过程。研究发现,街区层面的集体行动囿于行动主体的有限资源难以实现媒介近用,但微信群中互动仪式的生成和高度同质的个体为行动者的内部动员提供了空间和张力。微信群的共意动员贯穿街区集体行动全过程:行动发生前,人们依照利益勾连、集体记忆和悲情叙事三种逻辑建构认同;行动中,则通过抵制“搭便车”开展二次动员,并运用自我克制、媒介求助、“仪式表演”与线下行动进行交互,从而对集体行动的规模、性质和结果产生影响。

Consensus mobilization refers to actors constructing identification consciously and promoting individuals’participation in the actions,whose fermentation,development and effects are closely related to information dissemination.Social media provides a new communication channel for that.Taking S residential district of Y City in Western Henan Province as an example,this paper discusses the consensus mobilization mechanism of Weixin Groups and the process of their offline interaction by combining the case study with text analysis.The study finds out that the block collective action is limited by the insufficient media resources of the actors so that it is difficult to access media.However,the formation of interactive ceremony and highly homogeneous individuals in the Wechat group provide a space and tension for the internal mobilization of actors.The consensus mobilization of Wechat Group runs through the whole process of the block collective action.Before the action,people construct their identification according to the three kinds of logic:interest collusion,collective memory and pathetic narration.During the action,they launch the second mobilization by resisting“Free riding”and interact to each other offline by using self-restraint,media appeal,ceremonial performance,so as to influence the scale,nature and result of collective action.