社交媒体舆论引导力的变现:一种身份认同的话语路径——以新浪微博热点舆情样本为例

Guidance for Public Opinion from Social Media:A Discourse Path of Identity

媒介的自在化(me-media)与社交化内含于当下媒介的典型传播样态,形成了介于日常生活与媒介虚拟社区的"互融空间"。在此空间内,公众舆论借助媒介的社会化渠道得以放大,舆论的引导不再完全依赖于传统意见领袖的权力路径,而是潜在地呈现出以线上+线下身份的话语建构为背景的非权力主体。作为当下社交化媒介舆论引导的一种新趋势,当前作为意见领袖的非权力主体建构舆论引导力的路径表现为,一方面利用"反身性"的元认知思维塑造基于"他者"的话语身份,另一方面凭借话语身份的认知作用,促成该身份在诸多热点事件的社交媒介传播中,形成一种"朴素"的身份认同与舆论追随。

The me-media and socialization of the media are typical of the current media, forming an "integration space" between daily life and the media virtual community. In this space, public opinion is amplified by the social channel of media. The guidance of public opinion no longer depends entirely on traditional opinion leaders, but potentially relies on online and offline discourses. As a new trend of public opinion guided by social media, the guidance from the online and offline discourses shows that on the one hand, it builds a discourse identity of "the other" based on the "reflexivity" thinking. On the other hand, with the cognitive role of discourse, the identity is communicated in a series of hotspot issues on the social media and leads to a "simple" widely recognized identity followed with substantial public opinion.