在物流网络与生活场域之间:“寻亲胶带”快递的行动逻辑

Between the Logistics Network and the Field of Life:the Action Logic of“Tracing Tape”Express Delivery

在快递行业迅速发展的当下,物资移动与文本传播得以重新相融。借此契机,快递箱与“寻亲胶带”相接合,共同构建了“寻亲胶带”快递这一具有媒介功能的公益传播介质。一方面,快递箱指向媒介本体的物质形态,其移动属性与节奏特质赋权“寻亲胶带”快递穿梭于物流网络中,完成契合寻亲行动的跨时空实践。另一方面,“寻亲胶带”及于其上的公益信息成为特殊的符号文本,通过视觉“刺点”的隐喻机制与公益修辞的定义框架,在接收主体的生活场域中产生一系列的行为互动与劝服行动。在此过程中,寻亲启事凸显公益价值,物质形式支撑内容传播,公益符号文本与媒介技术物质性相得益彰。

With the rapid development of the express delivery industry,material movement and text dissemination can be re-integrated.Taking this opportunity,the express box and the“tracing tape”are combined to form a public welfare communication medium with media function.On the one hand,the express box points to the material form of the media object,and its mobile attributes and rhythmic characteristics empower the“tracing tape”express to shuttle in the logistics network,completing the practice cross time and space in line with the tracing action.On the other hand,the“tracing tape”and the public interest information on it become special symbolic texts,which generate a series of behavioral interactions and persuasive actions in the life field of the recipient through the metaphorical mechanism of visual“prick point”and the definition framework of public interest rhetoric.In this process,the advertisement highlights the value of public welfare,the material form supports the content dissemination,and the materiality of public welfare symbol text and media technology complement each other.