认同的力量:网络社群的公共关系价值探析

The Power of Identity:Analysis of the Value of Public Relations in Internet Communities

公共关系的核心内涵是社会认同,认同是公共关系实现的前提,也是公共关系展开的过程和结果。网络社群颠覆了大众传播模式下围绕支配性群体所形成的"制造共识",构建了真正意义上的社会认同——基于广泛连接的社会网络,个体主动参与到社会认同的构建中,个体与个体彼此之间的信息流动,逐渐形成了超越个体认同和群体认同的无边界、分布式延展的社会认同模式。公共关系实现的过程就是以"互动仪式"为核心,以高度的相互关注和情感连带为纽带,实现对话与交流,推进个体认同、群体认同乃至社会认同的过程。

The core value of public relations is social identification. Identification is the premise of public relations to realize,and also the process and result of public relations. Network community overturns ＂manufacturing consent＂ controlled by dominant groups in the age of Mass communication, and redefines the true sense of social identity-on the basis of one - on - one interaction chain. Social identity begins with the active construction of individual, each individual participates in social network information flow and interaction, thus emerging a new model of social identity which is beyond the boundaries of individual and groups borders, distributed and extended in the so- cial network. In the process of ＂interaction ritual＂ as the core, with a high degree of attention and emotion, public relations realize the dialogues and exchanges, thus promoting the process of individual identity, group identity and social identity.