基于读者思维的新媒体写作特性、策略与问题探究

Characteristics,Strategies and Problems Exploration of New Media Writing Based on Readers’Thinking

新媒体写作诞生之初,在写作自由度、作品发表、交互性以及表现形式等方面呈现出与传统写作明显的差异。读者思维主导的新媒体环境与新媒体语境要求创作者调整传统认知,明确目标读者定位,立足行业内容垂直深挖,建立召唤结构,实现与读者的情感关联,促成文章的裂变式传播。同时,在电子媒介的影响下,为争取更多的注意力资源,以“读者本位”的新媒体写作也表现出了低俗化、模式化、功利化倾向,文本质量高低不平、良莠不齐。在当代语境中,站在新的历史高度,以全新的思维方式来把握和评价新媒体写作,归纳其内在的变化规律,探究其发展中的问题,制定趋利避害的策略是应对新媒体写作所带来诸多挑战的解决之道。

At the beginning of new media writing,there are obvious differences between new media writing and traditional writing in freedom of writing,publication,interactivity and form of expression.Under the new media environment and the new media context dominated by the reader’s thinking,the author is required to adjust the traditional cognition,define the target reader’s orientation,dig vertically based on the industry content,establish a call structure,realize reader’s emotion connection and promote to the fission of the spread of the article.At the same time,under the influence of electronic media,in order to win more attention resources,the“Reader-oriented”new media writing also shows a vulgar,patterned,utilitarian tendency,text quality is uneven,good and bad are mixed tegether.In this regard,in the contemporary context,stand at a new historical height,with a new way of thinking to grasp and evaluate the new media writing,sum up its internal law of change,explore the problems in its development,develop strategies of pursuing the advantages and avoiding the disadvantages is the solution to the challenges brought by new media writing.