“不惑后”群体媒介使用逻辑研究——基于美篇APP的实践考察

A Study on the Logic of Media Use in “People over 40 Years Old”—Practical Investigation Based on Meipian APP

美篇APP作为一种长图文创作分享工具,重视内容社区和用户反馈,给拥有共同爱好的“不惑后”群体提供沟通交流的空间,加速推进我国的媒介适老化进程。“不惑后”群体使用美篇主要出于三层逻辑。在愿景上,“不惑后”群体对媒介适老化日益增长的需求和媒介的普遍年轻化之间存在矛盾,使其主动或被动地聚集在美篇的内容社区。在环境上,美篇为“不惑后”群体提供了能够进行社会实践的媒介空间,使其身体在场的形式和社会交往的方式发生转变。在行动上,美篇踩中了去中心化的时代节拍,传播权力更加分散化,在不断的赋权和反赋权互动中,既满足了“不惑后”群体的媒介适老化需求,也让他们获得更多的传播效能和社会连接。

As a long-form graphic creation and sharing tool, Meipian APP attaches importance to the content community and user feedback, provides communication space for the “people over 40 years old” group who have a common interest, and accelerates the process of media elderly-oriented in China. The “people over 40 years old” group uses Meipian APP mainly for a three-tier logic. In terms of vision, there is a contradiction between the growing demand of the “people over 40 years old” group for the media elderly-oriented and many prefer media that match the habits of young people, so that they actively or passively gather in the content community of Meipian APP. In terms of environment, it provides a media space for “people over 40 years old” to carry out social practice, so that their physical presence and the way of social communication can change. In action, Meipian APP has stepped on the pace of decentralization, and the communication power is more decentralized. In the continuous interaction of empowerment and anti-empowerment, it not only meets the media elderly-oriented needs of the “people over 40 years old” group, but also allows them to obtain more communication efficiency and social connection.