社会舆论传播中的名利追求与价值献媚  

Social Media Publicity in the Pursuit of Fame and Value Flattering

作　　者：徐椿梁[1] 

机构地区：[1]南京邮电大学人文与社会科学学院,南京210003

出　　处：《陕西行政学院学报》2013年第3期24-26,共3页Journal of Shaanxi Academy of Governance

基　　金：国家社科基金重点项目"社会主义核心价值观及其建设路径研究"(09AZD005);江苏省社会科学基金项目"高校学生党员在‘网络虚拟领导’中的作用研究(12DJD009)";江苏省社科联研究课题(10-C-60)

摘　　要：社会舆论传播往往使传播者以及被传播者在公众之间迅速形成舆论价值效应,以此实现他们自身的名人效应与价值利益。因此,社会舆论传播往往受制其背后的"名"与"利"。而受制于名利之下的社会舆论传播与公众之间的关系通常是一种被动式的关系,舆论主体的名人效应与价值利益都取决于公众的价值认同。因此,在社会舆论传播的过程中,社会舆论往往丧失自我的价值独立性而偏向于一种价值献媚。Public opinion publicity often makes communicators and disseminator form quick value effect in public so that its own celebrity effect and values can be realized. Therefore, the public dissemination are often constrained by the spread of fame and fortune of public opinion. The relationship between the social propaganda and public subject to the fame and fortune is usually a passive; celebrity effect and value interest are determined by values of the public opinion. In this way, in the process of the spread of public opinions, public opinions often lose the values of self independence and tend to value flattering.

关 键 词：社会舆论 名利 世俗化 价值献媚 

分 类 号：G209[文化科学—传播学]