网络时代的流行传播机制探析——重新阐释《引爆点——如何制造流行》三法则  

Epidemic Spreading Mechanism in the Internet Era: Reinterpretation of Three Rules in The Tipping Point: How Little Things Can Make a Big Difference

作　　者：杜怿平[1] 秦福贵[1,2] 

机构地区：[1]中国传媒大学广告学院,北京100024 [2]河北地质大学艺术设计学院,河北石家庄050031

出　　处：《广州大学学报（社会科学版）》2017年第12期75-79,共5页Journal of Guangzhou University:Social Science Edition

基　　金：国家科技支撑计划课题(2013BAH36F01)

摘　　要：作为网络时代一种重要的营销手段,制造流行的意义在于促使事物实现快速且大范围地传播。作为一部阐述流行传播机制的经典之作,马尔科姆·格拉德威尔的《引爆点——如何制造流行》通过提出流行引爆三法则,为我们探明了一条事物流行的轨迹,即流行事物如何突破传播扩散的临界点,并获得快速且广泛的传播效果。然而,随着网络技术带来的传播环境变化,流行事物的传播者、传播方式及载体也都发生着变化。"个别人物法则"中"联系员""内行""推销员"这三类角色在互联网时代拥有了新的扮演者。"附着力法则"中的信息的"附着力"被重新归因为信息激发了人们的正向情绪,以至于令人难以抗拒。"环境威力法则"中环境暗示渠道也根据互联网媒体环境进行了重新阐释。As a significant marketing method in the Internet era, popular manufacturing is to promote the wide and fast spread of things. As a classical work of epidemic spreading mechanism, The Tipping Point of Malcolm Gladwell proposed three rules to clarify how popular things break through the tipping point of rapid and wide dissem- ination of information. However, with the development of network technology and communication environment, the communicator and the method of transmission of popular things have changed. More and more information dissemi- nation participants become new information source by the use of online media. The connotation of ＇ individual char- acter＇ is thus extended. Social media can rapidly spread information which includes positive emotions through social networks. Social networks construct new environment suggestion by means of networking interpersonal communica- tion. This article aims at reinterpreting the three rules based on network communication environment and condition to make them more interpretive and guidable for popular manufacturing in the age of Internet.

关 键 词：主动关注 模仿 个别人物 正向情绪 环境暗示 

分 类 号：F713.8[经济管理—广告] G206.3[经济管理—产业经济]