情绪共振视域下微信公众号的正能量传播:理论与实证

Positive Energy Transmission of WeChat Subscription under the Perspectiveof Emotional Resonance:Theoretical and Empirical Research

微信因具备交互性、非线性、强关系等圈群化传播特征,容易成为热点事件极端信息传播的温床,造成负面情绪的圈群化感染和传播。根据对2019年“国内年度十大社会热点事件”及百度沸点APP发布的“百度国人搜索榜单(年度国内事件)”中排列前5的社会热点事件和政治热点事件的内容分析,研究发现:热点事件中的公众号文章情绪与评论情绪具有一致性,且自媒体公众号呈现的情绪表达一致性高于官方媒体;公众号通过煽情化叙事进行情感动员,表现出明显的煽情倾向;政治类议题中正向表达的公众号文章对激发公众正向情绪有明显影响。因此,本文提出新媒体时代主流媒体公众号要打造渗透型圈层传播结构、积极设置正能量议题等传播引导策略。

Wechat has the characteristics of interaction,non-linearity,strong relationship and so on.It is easy to become the hotbed of extreme information dissemination of hot events,resulting in the infection and spread of negative emotions.According to the content analysis of the top five social hot events and political hot events in the“top 10 domestic hot social events”in 2019 and the“Baidu Chinese search list”released by Baidu boiling point app,the results show that the public sentiment and the sentiment of the subscription are consistent with the hot events,and the consistency of the mood expressed by the official account of the media is higher than official media.The public number is more emotional than the subscription;The subscription shows a distinct tendency to stir up sensations through sensational narrative;The positive public articles in political topics have a significant effect on arousing the positive emotions of the public.The subscription of the mainstream media in the new media age should create a permeable and circle communication structure and actively set up positive energy issues.