社交基因、亲近性传播与新叙事机制

Social Genes,Close Communication and New Narrative Mechanism

当下,主流专业媒体深度接入自媒体传播,强化了传播力和影响力。自媒体社交基因的嵌入,加速了媒体传播方式的转型与新叙事机制的型构。与传统媒体传播偏重全能视角的客观性叙事不同,自媒体采用多元的亲近性叙事,第一人称叙事成为其重要特征。“我”叙事源于“人人即媒体”的自叙性叙事机能,具有亲和、对话和“我在场”的交互优势,这种深植社交基因的叙事方式重塑了叙事和传播机制。情绪极化、强化焦虑和“后真相”绑架,是自媒体亲近化叙事需要防范的问题。

At present,mainstream professional media are deeply connected with"We media"communication,which strengthens its communication power and influence.The embedding of social genes of"We media"promotes the transformation and innovation of information communication mode and forms a new narrative trend.Different from the traditional media,which emphasize on the all-powerful perspective of narration,"We media"adopts multiple close narration methods,the first person narrative with"I"being its important feature."I"narrative originates from the experience narrative function of"everyone is the media",and has the advantages of affinity,dialogue and interactivity of"I am present".This kind of narrative mode deeply rooted in social genes reshapes narrative discourse and communication patterns.Emotional polarization,strengthening anxiety and kidnapping of"post-truth"are the problems to be avoided in the intimacy narration of"We media".