网络社交媒体的角色展演、交往报酬与社会规范

The Role Performance,Interaction Rewards and Social Norms of Online Social Media

从拟剧的角度看,网络社交媒体是剧场,用户是演员。用户利用社交平台进行表演,是其自我呈现和社会化的重要方式。从博客、微博到微信的发展进程看,网民的角色意识不断增强,对身体、语言、文本、情节的把握日益娴熟,网络舞台与社会舞台、人生舞台的关系日益紧密。用户在网络社交过程中,具有寻求情感能量、获取社交报酬、强化群体归属、取得社会声望等方面的目的。但是,网络社交过程中出现的表演失范,表演出位,表演崩溃等问题,也违背了表演的基本规则,容易引发社交危机和系统风险。因此,在网络交往过程中,网民要严格遵守网络社交规范,树立正确的名利观、道德观、交往观,坚守网络交往的底线,防止网络表演的越位和错位。同时,要加强政府、社会与网民的协同治理,探索网络社交媒体管理的新机制,推动网络社交媒体的健康发展。

Online social media, from the perspective of dramaturgy theory, is a theater in which its users perform as actors. These actors regard the theater as an important platform to complete their self-presentation and socialization. If we think about the development process of the social media, from blog to microblog, then to WeChat, we can see that netizens＇ role-awareness is raising, they＇ re becoming more familiar with applying various languages, texts and plots, which means their virtual stage are increasingly close to their social（real） stage and the stage of life. When internet-users enjoying their online social life, they have the purposes of seeking emotional energies, acquiring social rewards, strengthening sense of community and gaining social reputation. However, there are many problems, such as performance anomie, performance transgression and performance collapse etc. , break the basic rules of performing, it＇ s easy to trigger crisis of social and risk of system. Therefore, when participating in online social interaction, netizens should strictly comply with the norms of online social, establish a correct view on fame, moral and interaction, keep the bottom-line in mind to prevent deviation and displacement of online performance. Meanwhile, government, society and netizens should work hand in hand to explore a new mechanism of managing online social platforms, so to propel the healthy development of the online social media.