移动互联网社交与突发公共卫生事件科普——新冠肺炎疫情期间“微信头像戴口罩”现象探究

Mobile Internet Socialization and Public Health Emergencies:A Study on the Phenomenon of “Wearing a Mask on We Chat” during the Epidemic of COVID-19

从自我呈现的理论角度出发,以新型冠状病毒感染肺炎疫情期间,网民为自己的微信头像戴口罩这一现象为案例,用深度访谈的研究方法,对社交媒体头像使用背后的自我呈现策略进行分析,发现用户在社交媒体中自我呈现动机主要为传播信息、自我满足和身份认同。在突发公共卫生事件的信息传播中可以充分利用社交媒体用户的自我呈现动机,以达到科学传播与普及的目的。

Based on the theory of self-presentation,this article took as a case the phenomenon of Internet users wearing a mask on their We Chat avatar during the COVID-19 epidemic,and employed in-depth interview research methods to explore the motivation of self-presenting behind the use of social media avatars. It has been found that users’ motivation for self-presentation in social media is mainly related to dissemination of information,self-satisfaction,and identity. In the case of information dissemination of public health emergencies,social media users’ self-presentation motivation can be fully applied to achieve the goal of scientific communication and popularization.