数字营销时代重访“镜众”概念的理论与实践意义

Re-exploring the Concept of "Looking-Glass Crowd" in the Era of Digital Marketing

大数据时代媒介技术的更新迭代加速了人类社交网络结构性的嬗变重构,消费市场的信息传播模式也发生了翻天覆地的变化,深度洞悉消费者心理、情感和情绪的基础理论研究重要且紧迫。研究重访日本电通公司于提出的“镜众”概念,通过理论推演和例证解读,阐释了镜众的典型特质和其理论渊源,尝试提出镜众传播模式下的受众分享行为模式。研究发现,价值共振和情绪感染是镜众传播模式的核心要素,也是受众分享行为的关键路径,信息在镜众传播模式中呈现出递归形态。该模式具有传播学微观层面理论的普适性,对当前纷繁复杂的社交网络和消费现象具备较强的解释力,尤其对大数据营销背景下的消费者分析具有应用价值。

In the era of big data, the updating and iteration of media technology has accelerated the evolution and reconstruction of the structure of human social networks, and the information transmission mode in the consumer market is also undergoing earth-shaking changes.Therefore, it is important and urgent to study the basic theory which has an insight into the audience’s psychology, emotion and mood.By re-exploring the concept of "looking-glass crowd" put forward by Japanese Dentsu Company in 2007 and making theoretical deduction and illustration interpretation, this paper tries to explain the typical characteristics of looking-glass masses and it’s theoretical origin, to build the theoretical framework of the model of "looking-glass crowd" communication, and to predict the influence of this theory.It’s found that value sharing and emotional contagion are not only the core elements but also the fundamental driving forces of the model.Information presents a recursive form in the mode of looking-glass crowd propagation.This theory has the universality of the micro level theory of communication, and has a strong explanatory power for the current complex social network and consumption phenomenon, especially for the analysis of consumers under the background of big data marketing.