摘要
有关网络舆论的说服传播,包括社会心理、个体情绪等感性因素和专业知识、论证说理等理性因素两个方面。通过对三次"舆论反转"事件中公众"态度转变"的分析,发现行为理由"解释力"的变化规律,可以体现为"原因/辩解"的双向运动,而公众从何种角度、以何种方式看待行为理由则是"解释力"发生变化的关键,相关的感性或理性因素都以公众的代入感为前提。具体而言,公众的代入感包括"人物代入""事件代入"和"视角转变"三种情形,在不同的代入情形下,"议题设置""人物形象"和"说理资源"在说服传播中的功能也有所不同,并影响到公众对"考虑事项"的界定与接收,从而最终决定了"说服性信息"的生产。因此,网络舆论的"说服"传播是以激发受众代入感为前提,代入感的产生方式不同,其说服效果也有所不同。
The persuasion and dissemination of Internet public opinion include two aspects:perceptual factors such as social psychology and individual emotion,and the rational factors such as professional knowledge,argument and reason.Through the analysis of the public“change of attitude”in the three“public opinion reversal”events,it is found that the changing law of the“explanatory power”of the behavior reason can be reflected as the two-way movement of“reason/excuse”,and the public point of view of what angle and how to look at the reason for behavior is the key to the change of“release force”.Perceptual or rational factors are based on the public’s sense of substitution.In particular,the public’s sense of substitution includes three cases of“character substitution”,“event substitution”and“perspective change”.Under the different substitution situation,the functions of“topic setting”,“character image”and“reasoning resource”are different in persuasion and communication,and can reflect the public’s definition and acceptance of“considerations”,ultimately determine the production of persuasive information.Therefore,the“persuasion”of Internet public opinion is based on the premise of stimulating the audience’s sense of substitution.The way of substituting sense is different,and its persuasion effect is also different.
作者
张笑宇
ZHANG Xiaoyu(Chinese Communist Party,Jiangxi Provincial Party School,Nanchang 330003,China)
出处
《重庆邮电大学学报（社会科学版）》
2019年第2期125-134,共10页
Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)
基金
全国行政学院科研合作基金课题:网络舆论发生学视角下的法律规制研究(15HZKT050)
关键词
舆论反转
代入感
说服传播
opinion change
substitution sense
persuasion in communication
