理性逻辑与感性逻辑的交互与协同:媒介内容生产的新范式

The Interaction and Synergy Between Rational Logic and Perceptual Logic:A New Paradigm of Media Content Production

传统内容生产重视专业与理性,提倡超脱主观情感之外的客观表达,但是在数字空间中,用户赋权下的社交媒体透明化了公众情绪的可见性,放大了微粒个体的原始本能,多元主体在追求理性的过程中也呈现出对感性表达的渴求。在理性逻辑与感性逻辑的交互下,媒介内容生态在触达、接受、解码以及认知这四个环节迎来了新的生产范式。其中场景化的内容生产成为建构群体情感动员的重要机制,"新感性"力量促进颠覆传统的实践突破,视频语言将理性、逻辑性的内容以感性化的方式进行传播,内容价值从资讯属性拓展到基于关系认同的社群整合。未来发展,媒介生产还需以凝聚社会共识为目标,扩容与维系社群用户的无组织化参与;在人机协同的趋势下,调试与优化内容生产的价值理性。

Traditional content production attaches great importance to professionalism and rationality,and advocates objective expression beyond subjective emotions.However,in the digital space,user-empowered social media has transparentized the visibility of public emotions and magnified the primitive instincts of individual particles.In the process of pursuing rationality,multiple subjects also show a thirst for perceptual expression.Under the interaction of rational logic and perceptual logic,the media content ecology ushered in a new production paradigm in the four links of reaching,receiving,decoding and cognition.Among them,scene-based content production has become an important mechanism for constructing group emotional mobilization.The power of"new sensibility"promotes a breakthrough practice that may subverts traditions.Video language spreads rational and logical content in a perceptual way,and the value of the content extends from information attributesto community integration based on relationship identification.In the future,media content production still needs to be aimed at gathering social consensus,expand capacity and maintain the unorganized participation of community users.Furthermore,under the trend of human-computer collaboration,it’s necessary to debug and optimize the value of content production.