摘要
话语创新是媒体融合发展的内在要求。主流媒体话语在网络空间中常常遭遇网民的反话语,潜在地消解着主流话语的传播力、影响力、权威性、公信力、引导力。网民反话语表达的心理机制是认知语境,而网民认知语境的心理表征是认知图式。基于网民认知语境的特点,主流媒体的话语创新需要关注网民认知语境的变化,提高新闻生产力;跨越双方的认知障碍,有效引导主流舆论;捕捉网民认知图式,增强主流价值观供给;共建协同认知语境,有效传播主流价值观。
The further development of media convergence requires innovation in media discourse.Discourses by mainstream media are often faced with counter-discourse from the netizens,which is potentially eroding the penetration,guidance,influence,and credibility of the mainstream media.The psychological mechanism behind such counter-discourse is the netizens'cognitive context,and the mental representation of the netizens'cognitive context is their cognitive schema.Based on the features of the netizens'cognitive context,the mainstream media are supposed to take these measures as follows:firstly,paying attention to the changes of the netizens'cognitive context,and improving news productivity;secondly,overcoming cognitive differences,and playing a leading role in mainstream public opinion;thirdly,capturing the netizens'cognitive schema,and enlarging the supply of mainstream values;lastly,constructing a shared cognitive context with the netizens,and effectively spread mainstream values.
作者
胡霞
HU Xia(School of Chinese Language and Culture, Jinan University, Guangzhou Guangdong 510610, China)
出处
《内蒙古社会科学》
CSSCI
北大核心
2020年第4期192-198,共7页
Inner Mongolia Social Sciences
基金
国家社科基金重大招标项目“媒体深度融合发展与新时代社会治理创新模式研究”(编号:19ZDA332)。
关键词
话语创新
媒体融合
认知语境
主流媒体
Discourse Innovation
Media Fusion
Cognitive Context
Mainstream Media
