元宇宙视域下传播行为的路径模型与拓展机理

The Path Model and Expansion Mechanism of Communication Behavior in the Metaverse

人类行为是个体与环境相互作用、相互适应产生的结果,其发展路径遵循个人行为习惯——群体社会规范——社会伦理/制度——人类文明的演化路径。元宇宙空间中,媒介技术的可供性赋予人们在开放式框架下进行自由交往的权限,但同时也带来整个社会环境的不确定性以及无序性。在此背景下,“合作”成为维护社会秩序的重要维度,也是人类行为实践的关键目的。更具体地看,在高自由度的环境中,个体为了适应环境,通常会在人际传播中表现出利他倾向,伴随合作规模的扩大,利他行为在群体中演变为以社会交换与社会规范为核心的互惠行为,这种行为也意味着未获得回报的风险,为了加大对环境的确定性及可控性的感知,公平成为人们的重要关注对象。同时,社会公平感也是影响社会信任的重要因素,在元宇宙社会中,区块链建构的技术信任为社会信任系统增加了新维度。

Human behavior is the result of interaction and mutual adaptation between individuals and the environment, and its development path follows the regularity of individual behavior habits— group social norms— social ethics/system— human civilization. In the age of metaverse, the technological affordances allow people to interact freely in an open framework, but at the same time it also brings uncertainty and disorder in the whole social environment. In this context, “cooperation” becomes an important dimension for maintaining social order and a key purpose of human behavior practices. More specifically, in an environment of high freedom, individuals usually show altruistic tendencies in interpersonal communication in order to adapt to the environment, and along with the expansion of cooperation, altruistic behavior evolves into reciprocal behavior in groups with social exchange and social norms as the core, but this also implies the risk of being unrewarded, and in order to increase the perception of certainty and controllability of the environment, equity becomes an important concern. At the same time, the sense of social fairness is also an important factor affecting social trust. In the metaverse society, the technological trust constructed by blockchain adds a new dimension to the social trust system.