网络时代公益传播游戏化的生成逻辑

The generated logic of the Gamification of Public Welfare Communication in the Internet Age

当下,游戏元素注入传播领域的现象不断出现,包括公益传播的游戏化现象。考察网络时代公益传播的游戏化可发现,公益传播与游戏的内在机制具有天然的偶合性,而人们渴望参与游戏的心理和具有补偿性媒介的技术演进使得公益传播的游戏化发展成为可能。网络时代公益传播的游戏化现象不仅可视为"传播游戏论"在实践中的回应,也强调了人在传播过程中占有主体性地位。通过对公益传播游戏化的生成逻辑进行分析,使得我们能更好地把握互联网下半场的用户特征和传播可能发展的新趋势。

At present,the phenomenon that game elements applied to the field of communication is emerging constantly, including the gamification of public welfare communication. Investigating the gamification process of public welfare communication in the Internet age, we can find that the internal mechanism of public welfare communication and game has natural coupling. The psychology of people eager to participate in the game and the technological evolution with remedial medium provide a platform and guarantee for the gamification of public welfare communication. The phenomenon of gamification of public welfare communication in the network age can not only be regarded as a response of "the play theory of communication" in practice, but also emphasizes the subjective status of human being in the process of communication. Through the analysis of the generated logic of public welfare communication gamification, we can better grasp the characteristics of user in the second half of the internet and the new trend of communication that possible development.