论情感在政治传播中的作用——一个新的视角  

On the Role of Emotion in Political Communication:A New Perspective

作　　者：张爱军 梁赛 Zhang Aijun;Liang Sai

机构地区：[1]西北政法大学新闻传播学院 [2]西北政法大学网络政治传播中心

出　　处：《中国社会科学院研究生院学报》2020年第4期72-80,共9页Journal of Graduate School of Chinese Academy of Social Sciences

基　　金：国家社会科学基金一般项目“网络政治意识形态传播规律研究”(18BZZ017)的阶段性成果。

摘　　要：理性主义是政治传播学研究的传统视角,“后真相时代”及“群氓时代”的到来凸显情感的作用,为政治传播研究提供了新的视角。情感作为实现政治传播致效的要素之一,是构建政治传播主体可信性、政治传播行为正当性的重要支撑,是政治传播实践的有力抓手。互联网时代的受众情感泛滥,间接导致传统政治传播渠道破碎、政治传播形态异化、政治传播公信力弱化等问题。但情感与政治传播之间并非割裂状态,推进政治传播的“差异化营销”、以正面回应规制负面情感、以群体情感导引个体情感等措施能够有效消解情感对政治传播的负面影响。Traditionally,rationalism is the core of the research of political communication.The arrival of“post-truth”and“age of foolishness”highlights the role of emotion and provides a new perspective for the research of political communication.As one of the elements to achieve the effectiveness of political communication,emotion is an important support for building the credibility of political communication subjects and the legitimacy of political communication behavior,and it is a powerful breakthrough point for political communication practice.In the Internet era,the unrestrained emotions indirectly lead to the fragmentation of traditional political communication in channel,the alienation of political communication in form and the weakening of political communication in credibility;at the same time,emotion has a bearing on political communication.Moreover,the combination of path dependence and path creation,such as the“differentiated marketing”of political communication,regulating negative emotions with positive response and directing individual emotions with group emotions is effective to eliminate the negative impact of emotion on political communication.

关 键 词：情感 政治传播 传播致效 政治营销 

分 类 号：G206[文化科学—传播学]