互联网“圈层”传播与新受众的信息反应

Internet “Circle” Communication and Information Response of New Audience

传播技术的革新使受众身份发生转变,成为能够积极传播的新受众,宣告大众群体置身于主动传播的序列。互联网"圈层"的确立,客观上完成对新受众的群组和分层,有助于精准传播。尽管圈内多数信息接受者继续保持浏览或扫描式的"浅阅读",但专业或学术"圈层"的"深阅读"对其形成反拨。值得关注的是,"圈层"传播引起"人—媒"过度互动,造成新受众"传—受"双重焦虑。传播时代的到来,需要新受众具备一定的媒介素养,有效把控"圈层"传播,正确扮演"传—受"双重角色。

The innovation of communication technology makes the audiences change their identities and become new audiences of active communication, and announces that the mass group is placed in the sequence of active communication. The establishment of the Internet ＂circle＂, objectively makes the new audience grouped and layered, and contributes to accurate dissemination. Although most of the information receivers in the circle continue to keep browsing or scanning ＂shallow reading＂, the ＂deep reading＂ of professional or academic ＂circle＂ is the backwash to it. It is noteworthy that the ＂circle＂ communication caused ＂person-media＂ excessive interaction, resulting in ＂communicating-receiving＂ double anxiety of the new audiences. The arrival of the era of communication requires new audiences with a certain media literacy, effectively control the ＂circle＂ communication, correctly play a ＂communicating-receiving＂ dual role.