认知竞争时代的传播转向与操作策略

The Turn of Dissemination and Strategy for Operation in the Age of Cognitive Competition

认知决定着人们行为的边界,社会各个领域关于认知竞争的讨论,凸显出认知在当下社会具有的独特价值。从传播学视角分析认知竞争背后自大众媒介时代到数字媒体时代的传播转向可以发现:在媒介环境的转向中,短程记忆与浅化思维、高决策成本、用户权利异化和多场域的情感共振成为新的常态;在社会结构的转向中,圈层化的组织形式、非理性的决策要素和“拥抱不确定”的社会心理成为关键的变化。以此初步探究当下认知竞争的作用机制和操作策略,在作用机制层面,认知竞争主要以算法环境与深度媒介化为土壤,通过对薄弱环节的突破,从而引发短期的认知偏差和长期的启动效应;在策略机制层面,认知竞争应以“圈层进入”为渠道策略、以传播修辞为话语策略、以消减“文化折扣”为符号策略,来实现对信息编码、信息传输和信息解码等过程的优化。

Cognition determines the boundaries of people’s behavior. The discussion on cognitive competition in various fields of society highlights the unique value of cognition in today’s society.From the perspective of communication studies,it can be found that the turn of dissemination from the mass media era to the digital media era behind cognitive competition is as follows: in the transition of media environment,short-range memory and shallow thinking,high decision-making cost,alienation of user rights and multi-field emotional resonance have become the new normal;in the shift of social structure,the key changes are the circular form of organization,irrational decision-making factors and the social mentality of “embracing uncertainty”. Based on this,this paper initially explores the mechanism of action and strategy for operation of current cognitive competition. At the level of action mechanism,cognitive competition,which is mainly rooted in algorithmic environment and deep mediatization,triggers short-term cognitive biases and long-term priming effects by breaking through in weak links;at the level of strategy mechanism,cognitive competition could achieve the optimization of information encoding,information transmission,information decoding and other processes by taking “circle entry”as a channel strategy,communication rhetoric as a discourse strategy and “cultural discount”reduction as a symbolic strategy.