微博对受众社会文化心理的顺应研究

Research on the Accommodation of Twitter to Audience's Social and Cultural Psychology

媒介技术总会超越其工具属性,作为不断壮大的自媒体微博就在不断改变着现代人的生活方式。微博的发展在于其特点和功能顺应了受众的社会文化心理:从微博的虚拟公共领域特征看,它顺应了受众的平等意识和分享心理;从微博作为社交平台的特征看,它顺应了受众对不同层次的需求;从微博营造的微文化环境看,它顺应了受众对文化的关注和亲社会的心理期待。总体而言,微博与受众的这种顺应既凸显了受众的自我价值,但也是一把双刃剑,让受众文化心理的相对阴暗面浮出水面。

Media technology always goes beyond its tool attribute. Twitter, as an ever - expanding ＂We - Media＂, it is con- stantly changing the lifestyle of modern people. The development of Twitter lies in its characteristics and functions, which con- forms to the social and cultural psychology of the audience. From the characteristics of Twitter as a social platform, it complies with the needs of audiences at different levels. From the micro -cultural environment created by Twitter, it complies with the audience＇ s attention to culture and the psychological expectation of society. In a word, this accommodation not only highlights the self - value of the audience, but also enables the relatively dark side of the audience＇ s cultural psyehology to surface.