网络情绪传播的特征、影响及应对策略

On line Emotion Communication:Characteristics,Impact and Coping Strategy

信息传播不仅仅是事实、意义的传播,还有个体认知、思想、情绪的传播。互联网时代的到来,给个体情绪的社会表达带来充分便利,致使个体情绪可以大规模地从私人领域走向公共领域。在对情绪传播已有研究基础上,本文认为,有几个问题值得进一步关注并深入探讨。一是从情绪传播特性看,消极情绪比积极情绪更能激发人的分享欲望,而且,情绪的激烈程度越高,再次分享的意愿也越强烈。所以,负面情绪更容易激发受众情绪参与。二是关于情绪传播趋向活跃的社会影响,既有能被明显感觉到的显性表层的,也有不易被觉察的隐性的、深层的。显性表层的影响一般表现为对社会舆论社会心态或建设升华或破坏扰乱,并且多具有阶段性, 而隐性的深层的影响则是对精神文化进而对民族精神品格的浸润形塑。在情绪治理时必须将两者统一起来。三是媒体思考社会情绪优化,既要考虑"传"的问题,更要考虑"育"的问题,首先要在"育"上下功夫,在"传"中"育",在"育"中"传","传""育"一体,以"育"为本。

Communication indicates not only facts and meanings,but also cognition,thoughts and emotion.The advent of the Internet era has brought full convenience to the social expression of individual emotions,which makes it possible to move from private domain to the public domain on a large scale.Based on previous research on emotional communication,this paper believes that there are several issues worthy of public attention and in-depth discussion.First,from the perspective of the characteristics of emotion communication,negative emotions can better stimulate people’s desire to share than positive emotions,and the higher the intensity of emotions,the stronger the willingness to share again.Therefore,negative emotions are more likely to stimulate the audience’s emotional participation.Second,the social influence of the prevailing emotional communication can be clearly felt on the visible surface,but also on the invisible and deep layer that is difficult to detect.The influence of the visible surface is generally manifested in the construction,sublimation or destruction of the social mentality and public opinions,which shows different features on different stages.The hidden deep influence can reshape the social culture and national spirit.These two kinds of influences must be unified in emotional management.Third,the media should consider not only the issue of"communication"but also"cultivation"when considering the optimization of social emotions.Efforts should be made to"cultivate"in"communication","communicate"in"cultivation".Communication and cultivation should be integrated with cultivation as the foundation.