互联网时代公益传播的范式转换——基于空间与角色关系

The Paradigm Transformation of Communication for Public Benefits in the Internet Age: Based on the Relationship Between Space and Role

移动互联网的本质特征是移动与互联,意味着所有现实生活中的主体都获得在理论上与虚拟空间中的角色相对应的关联,这解释为场景—角色的关系在互联网空间中的重构。文章认为,互联网空间并不是现实空间的复制或延伸,而是一种重构,在此背景下,社会现实中的主体也同样转化为虚拟空间的若干角色,公益传播实践也已经脱离了传统公益传播中线下发起—线上动员—线下行动的路径,而是以互联网为依托完成以"离场介入"为特征的公益行动。

The essential character of the mobile Internet is the mobility and connectivity,which means every subject in real life can get access to the connection corresponding to its theoretical role in the virtual space and can be interpreted as the reconstruction of the scene-role relationship in that space.This study argues that the cyber space is not a duplicate or extension of the real-life space but its reconstruction.In this context,real-life subjects can be changed into difierent roles in the virtual space,where the practices of communication for public benefits have departed from its traditional mode of communication:off-line initiative,on-line mobilization and off-line actions.Actually,mediated by the Internet,the practices of communication for public benefits are characterized by"absence involvement".