论群体传播时代的莅临

The Advent of the Group-Communication Era

一个"人人都能发声,传播无处不在"的群体传播时代已经到来。产能过剩是群体传播时代的基本经济特征,也是其兴起的社会土壤。互联网为群体传播提供了无时不在的"物理空间"。群体传播在一定程度上消解了大众传播的意义传递和媒介垄断,又为个体、群体、企业和机构参与传播竞争,提供了机会和平台。大众传播、组织传播与群体传播,既存博弈又有合作,只有相互借力才能共赢。在网络推广、文化营销中,充分利用群体传播能够实现"四两拨千斤"的效果。值得注意的是,微博等群体传播与人际传播的交织,却是谣言产生影响力的根源。

We have witnessed the advent of the group-communication era in which everyone can speak out and communication is prevalent. Excess production capacity is the basic economic feature of the group- communication era, and it is also the social soil for its rise. The Internet offers a ＂physical space＂ for group- communication, which is constantly existent. Group communication has to some extent reduced the meaning conveyance and media monopoly of mass communication, and also offers opportunities and platforms for individuals, groups, enterprises and institutions to participate in the communication competition. There＇ re both competition and cooperation among mass communication, organizational communication and group communication, and the only way for win-win is to benefit from each other＇ s strength. Making full use of group communication can get more effects with less effort in Internet promotion and cultural marketing. What＇ s worthy of noticing, the intertwining of group communication such as micro-blogs, with interpersonal communication may cause rumors to become influential.