摘要
认知作为涉及个体心理的微观机制,影响着信息的选择、加工和处理,这为理解未来传播影响力的构建提供了有益视角。传播影响力是一个统合性概念,认知则为其提供了可供感知的具体标识。在数字技术构建的微粒化、圈层化、再组织化的社会生态中,个体成为社会的基本运作主体,未来传播的着力点在于从认知层面出发,解决个体“以我为主”的信息关联性问题,凝结传播的价值逻辑。未来,需通过传播内容与个体认知结构的契合,以认知推进寻求圈层动态平衡点,实现公众信息触达基础上的情感共鸣和价值共振,并推动以人为本逻辑下个体认知与环境的多元互动,进而以认知机制推动未来传播的影响力生成。
Cognition, as a microscopic mechanism involving individual psychology, influences the selection,processing, and handling of information, which provides a useful perspective for understanding the future construction of communication influence. Communication influence is an overarching concept, and cognition provides specific identifiers for it to be perceived. In the micro, hierarchical and reorganized social ecology constructed by digital technology, individuals have become the basic operating subjects of society. The focus of future communication is to solve the problem of individual’s "me-oriented" information relevance from the cognitive level, and to consolidate the value logic of communication. In the future, it is necessary to achieve emotional resonance and value resonance on the basis of public information reach through the affinity between communication content and individual cognitive structure as well as the search for dynamic equilibrium point of the circle with cognition to promote the multifaceted interaction between individual cognition and the environment under the logic of "people-oriented", thus promoting the influence generation of future communication from the cognitive mechanism.
作者
喻国明
郅慧
YU Guo-ming;ZHI Hui(School of Journalism and Communication,Beijing Normal University,Beijing 100875,China)
出处
《编辑之友》
北大核心
2023年第3期58-65,共8页
Editorial Friend
关键词
认知竞争
认知图式
4E认知
未来传播
cognitive competition
cognitive schema
4E cognition
future communication
