“爆款”微信公众号中的网络情绪传播

The Research on the Network Emotion Communication in the Bursting We Chat Public Accounts

当前微信公众号已成为人们社会交往中不可或缺的重要生活方式。在对微信公众号的具体文本进行解读之后,透析出"爆款"微信公众号的一些规律和特质。"爆款"微信公众号本身隐含和传递着源自不同情境、不同场景中互联网用户的网络情绪和网络情感,它并非是单方面能够阐释清楚的,需要进行生成机制上的挖掘和剖析。其中的网络情绪的激发与引爆有着鲜明的规律可查,依托于"对立认同"和"标签化"视角,人们能够逐渐认识到"爆款"微信公众号中的网络情绪传播带来的"想象的共同体"不能简单理解,在不同的发展阶段及环节,有关认同的说法是需要慎重选择的,不能一概而论,笼而统之。

At present, the WeChat public account has become an indispensable and important way of life in people＇s social communications. After reading the specific texts of the WeChat public accounts, we analyse some rules and characteristics of the Bursting WeChat public accounts. The Bursting WeChat public accounts itself implies and conveys network emotions of Internet users from different situations and different scenarios. It is not unilateral to explain clearly, but needs to be excavated and analyzed on the generative mechanism. The stimulation of network emotion have distinct rules can be detonated, relying on the perspective of Antagonistic Identity and Tagging, people can gradually realize that the Bursting of WeChat public accounts in network emotion communication brings the Imagined Community can not be simply understood, at different stages of development and link. The identity needs to be carefully chosen, can not be generalized.