社交媒体可供性视角下社会运动动员机制及其变化  

Social Movement Mobilization Mechanisms and Their Changes in the Perspective of Social Media Availability

作　　者：张志安 杨洋[3] Zhang Zhi'an;Yang Yang(International Communication Center,Institute of Guangdong,Hong Kong and Macao Development Studies,Sun Yat-sen University;School of Journalism,Fudan University;Institute of Guangdong,Hong Kong and Macao Development Studies,Sun Yat-sen University)

机构地区：[1]中山大学粤港澳发展研究院大湾区国际传播中心 [2]复旦大学新闻学院,上海200433 [3]中山大学粤港澳发展研究院,广东广州510275

出　　处：《新闻界》2023年第9期36-45,共10页Journalism and Mass Communication

摘　　要：社会运动是社会群体利益诉求的集体表达方式,也是影响政治权力与社会结构演化发展的关键变量。本文尝试在立足经验案例的基础上引入社交媒体可供性视角,对行动者利用不同传播技术发起社会运动的经验案例进行比较分析,从身份认同、传播资源与动员结构等不同维度,尝试回答“行动者如何利用传播技术影响和改变社会运动”这一问题。本文认为,传播技术的变迁使得社会运动的身份认同构建由面对面沟通转变为线上多元聚合,传播资源动员由资源调用转变为技术赋能,动员结构生成由人际关系网络转变为线上组织的无形化。在此基础上,文章总结出社交媒体可供性视角下,传播技术对社会运动的影响:根据具体事件的关注而产生的新的集体行动形式“连接性行动”更多出现,短视频等多种形式的传播内容丰富了社会运动的传播资源,社交媒体的内容可复制性为社会运动提供了新的学习路径,同时的、多点的跨境社会运动涌现。Social movements are the collective expression of social groups'interests and demands,as well as a key variable influencing the evolution of political power and social structure.Based on empirical cases,this paper tries to introduce the perspective of social media affordance,and conducts a comparative analysis of empirical cases in which actors use different communication technologies to launch social movements,and tries to answer the question of"how do actors use communication technologies to influence and change social movements"in terms of different dimensions,such as identity,communication resources,and mobilization structure.This paper argues that the change of communication technology has been a major factor in the development of social movements.The changes in communication technology have transformed the identity construction of social movements from face-to-face communication to online pluralistic aggregation,the allocation of communication power from the control of mainstream media to the empowerment of the public,and the generation of mobilizing structure from interpersonal relationship networks to the invisibility of online organizations.On this basis,this paper summarizes the impact of social media affordance on social movements:new forms of collective action"connective action"based on attention to specific events have emerged more often,short videos and other forms of communication content have enriched the communication resources of social movements,and the reproducibility of social media content has provided new learning paths,and simultaneous and multi-disciplinary communication has become the key to the development of social movements.The replicability of social media content has provided new learning paths for social movements,and a large number of simultaneous and multi-point crossborder social movements have emerged.

关 键 词：传播技术 可供性 身份认同 传播资源 动员结构 

分 类 号：G206[文化科学—传播学]