在线社区用户的说服交流与态度转变研究——以Reddit CMV为例

Research on Persuasive Communication and Attitude Change among Online Community Users-Take Reddit CMV as an Example

[目的/意义]在线社区中的交流说服过程影响和塑造着个人的观点态度与认知,但对于说服具体是如何在在线社区中发挥作用并促成态度转变的还有待解答。[方法/过程]本研究选取国外在线交流社区Reddit中的Change My View(CMV)社区作为研究对象,采用质性文本分析方法对在线社区用户的说服交流行为与其态度转变的模式进行探究。[结果/结论]本研究对不同论证结构和互动模式进行总结,并发现3种态度转变的路径。研究结果对丰富在线说服的理论模型、探索良性且高效的说服交流互动模式具有重要价值。

[Purpose/Significance]The process of communication and persuasion in online communities influences and shapes individualsattitudes and perceptions,but how persuasion works in online communities and promotes attitude change remains to be solved.[Method/Process]This paper selected the Change My View(CMV)sub-community on Reddit as the research site,and adopted a qualitative text analysis method to explore the mode of persuasion communication behavior and at-titude change of online community users.[Result/Conclusion]This study summarizes different argumentation structures and interaction patterns,and finds three approaches to attitude change.The results of this study are of great value to enrich the theoretical models of online persuasion and explore effective modes of persuasion communication and interaction.