符号互动:品牌数字传播的社会认同建构

Symbolic Interaction:Social Identity Construction in Brand Digital Communication

网络化个体主义是推动品牌社会认同加速离散的重要力量,由此造成品牌社会认同的危机,然而,网络个体的重新聚集也成为品牌构建新社会认同的契机。因此,探索全新的品牌数字传播对社会认同的建构理路,对于理解广告品牌研究的理论与实践具有重要意义。研究基于符号互动理论,对“后浪现象”这一数字传播典型案例进行探讨,从个体、群际和社会三重互动情境着手分析,提炼出品牌数字传播构建社会认同的两个关键环节:“情感化的符号生产”与“仪式化的公众文本创作”。在个体间情感认同形成层面,符号的生产促成情感心理空间的连接和扩大,其是形成情感认同的中间纽带;在群际间层面,人们通过互动仪式链参与公众文本创作,促进群际间的意义生产,突破圈层的意义边界,助力群际间认同。

Networked individualism is an important force driving the accelerated dispersion of brand social identity,thus causing the crisis of brand social identity.However,the regrouping of networked individuals has also become an opportunity for brands to construct social identity.In order to comprehend the theory and practice of advertising brand research,it is crucial to investigate the social identity process of brand digital communication.The study is based on the exploration of the“phenomenon of rising waves”,a typical case of digital communication based on the theory of symbolic interaction.The case analyses the process of brand identity formation in the triple interaction of individuals,groups and society.It identifies two key components in the construction of social identity,that is“emotional symbolic production”and“ritualized creation of public”.At the level of individuals,the production of emotional symbols connect and expand emotional psychological space,serving as the intermediate link for the formation of emotional identity;At the inter-groups level,people participate in the creation of public texts through the chain of interactive rituals,promoting the production of intergroup meanings.This process breaks the boundaries of group meanings and fosters intergroup identity.