摘要
自媒体与国家形象的建构密不可分。目前存在着国家形象建构重整体轻部分、重宏观轻微观、重主流媒体轻自媒体的倾向,影响国家形象立体、多维、鲜活层面的塑造。自媒体在国家形象宏观、中观和微观的建构中具有重要的地位和作用,从不同结构层次形塑了多元化、立体化、个性化的国家形象。自媒体塑造国家形象的个性化方面尤为突出。自媒体大致可划分为政治类自媒体、经济类自媒体、社会类自媒体、娱乐类自媒体等,不同类型的自媒体从各异的视角建构着“他者”和“自我”的个性化国家形象。自媒体国家形象的建构以情感为核心动力,建构方式具有内环闭合特征,在对国家形象的建构上既具有积极功能也具有消极功能。打破自媒体在国家形象建构时的内环闭合,要强化自媒体在国家形象建设方面的积极功能,弱化自媒体在国家形象建构方面的消极功能。为此,要依托自媒体擘画建构民主、开放、包容、亲民的国家形象战略图景,同时要通过加强对自媒体的法治建设、行政治理建设、媒介体系建设等路径逐步实现国家形象建构的战略图景。
Self-media and the construction of national image are inseparable.At present,there is a tendency to emphasize the overall light part,the macro and slight view,and the mainstream media over the self-media,affecting the country’s three-dimensional,multi-dimensional and vivid image.Self-media has an important position and role in the macro,meso and micro construction of national image,and shapes a diversified,three-dimensional,and personalized national image from different structural levels.The individualization of the image of the country by self-media is particularly prominent.Self-media can be roughly divided into political self-media,economic self-media,social self-media,entertainment self-media,etc.Different kinds of self-media construct personalized national images of“others”and“self”from different perspective.The construction of the national image of the self-media takes emotion as the core driving force,and its construction method has the characteristics of inner loop closure,which has both positive and negative functions in the construction of the national image.To break the inner loop closure of self-media in the construction of national image,it is necessary to strengthen the positive function of self-media in national image construction and weaken the negative function of self-media in national image construction.Building a strategic picture of a democratic,open,inclusive,people-friendly national image based on self-media,strengthening the construction of the rule of law,administrative governance,and media integration system of self-media are the basic paths to realize the strategic picture of national image.
作者
张爱军
ZHANG Aijun(School of Journalism and Communication,Northwest University of Political Science and Law,Xi’an 710063,China)
出处
《探索》
CSSCI
北大核心
2022年第1期163-175,共13页
Probe
基金
国家社会科学基金项目“网络政治意识形态传播规律研究”(18BZZ017),项目负责人:张爱军。
关键词
自媒体
媒体类型
国家形象
形象建构
建构特征
self-media
media type
national image
image construction
construction characteristics
