公益动员纪录片的信任资本与情感修辞——以《寻找科尼》和《穹顶之下》为例

Trust Capital and Sentimental Rhetoric of Public Welfare Mobilization Documentary:A Case of the Kony 2012 and Under the Dome

社交媒体正在用跨越国别边界和打破社会圈层方式延展自己的覆盖范围和影响深度,基于社交媒体的信息传播也日渐往融媒介和跨平台方向发展。当社会动员越来越成为社交媒体重要信息传播内容时,围绕动员信息传播的发起者、中转者和接受者之间的社会资本置换就成为影响动员效果的关键要素。作为社会资本的主要形式和构成要件的信任资本,在社交媒体用户发起的社会动员中起着吸引、说服和推动的重要作用。动员发起者的主体身份、动员行为和家庭角色三个要素建构了公益动员纪录片的情感修辞实践,揭示了信任资本在社交媒体社会动员中的地位、功能和价值。

Social media are broadening their cover range and influence depth with the way of stripe across the border and community,and the information communication is advancing to the direction of media convergence and trans-platform. When the social mobilization gets into an important content in social media with time goes by,the social capital access and transaction between the sponsor,middleman and receptor is key factor in the mobilization. As a main form and element of social capital,the trust capital act the function to attract,persuade and promote in the social mobilization started by the social media user. This paper comparatively analyzes the Kony 2012 and Under the Dome with three dimension of subjective identity,mobilization action and family roles,to reveal the position,function and value of the trust capital in the social media mobilization.