从名气到人气:社会化媒体时代的传播模式  

From Fame to Popularity: Communication Mode in Socialized Media Era

作　　者：陈邦武 

机构地区：[1]景德镇陶瓷大学工商学院,江西景德镇333403

出　　处：《编辑之友》2016年第12期43-46,共4页Editorial Friend

基　　金：江西省社科规划项目"从文本到人本:‘一带一路’境遇下中国陶瓷文化的国际传播策略"(15XW04)

摘　　要：社会化媒体开创了群体传播时代,可以从信息空间、关系空间、情感空间等进行多维聚合,从而促进传播模式创新,即从名气到人气的转型。其主要表现是:其一,在主体上,从受众到合众;其二,在内容上,从信息到全息;其三,在方式上,从硬广到软广;其四,在效果上,从认知到认同。借助于人气进行传播,媒体组织不但可以实现全民传播,而且可以实现全民红利。Social media creates the mass communication era, puts the multi-dimensional aggregation of information space, relationship space and emotional space, and promotes the innovation of communication mode which is the transition from the fame communication mode to the popularity communication mode. It can be seen as follows： firstly, in the subject, from audiences to the crowd; secondly, in the content, from information to hologram; thirdly, in the approach, from hard sell to soft sell; fourthly, in the effect, from cognition to identification. With the help of popularity communication, media organizations can not only achieve universal communication, but also produce the national dividends.

关 键 词：社会化媒体 群体传播 名气 人气 

分 类 号：G206[文化科学—传播学]