自媒体环境下“刻奇”行为的传播形态分析

发布时间：2018-06-18 14:47

本文选题：刻奇 + 自媒体　；参考：《吉林大学》2017年硕士论文

【摘要】：“刻奇”一词来源于德国美学概念Kitsch,是指美学范畴的低俗品味。米兰·昆德拉在作品《不能承受的生命之轻》一书中,将“刻奇”这个概念引申到了社会学的层面,在这里“刻奇”是指人性中软弱的自欺自媚,是对一切无意义的回避,对生命的绝对认同。Kitsch原译为“媚俗”,现普遍采用音译“刻奇”。“刻奇”行为原本是人性中的一部分,但由于社会环境和传播媒介的发展,“刻奇”行为也随之产生了新的变化。自媒体给用户提供了可以主动获取信息渠道,同时也提供了相对自由的分享信息的平台。自媒体产品决定了其拥有风格个性化、内容碎片化、信息传递双向、多向化等特点。自媒体与人们现代生活结合越来越紧密,“刻奇”产生的内在动因更加强烈,动因包括四个方面:由于现代社会物质丰富、科学飞速发展,很多人对于自我存在的意义产生质疑;自媒体平台的特点让人们更容易观察他人的生活,从而对自己的生存状态产生失落;人们社交关系由真实转向虚拟,也加重了人类自古有之的孤独感;自媒体平台的虚拟性让人们的“角色扮演”更加简单。这些都导致在自媒体环境下,人们的“刻奇”行为更加容易爆发。“刻奇”行为在传统媒体和自媒体环境下的主要差异是从个人化的行为转变为群体化的行为。在传统的单向传播模式下,“刻奇”行为往往是个人化的,偶尔会出现群体的“刻奇”也非常罕见。在自媒体环境下,“刻奇”行为的触发点更加复杂多样,也更容易获取,这就导致“刻奇”的频率变得更高。自媒体平台的特点让人们更容易形成关系的聚合,时间和空间的限制被打破,人群聚集的成本极大的降低,这就让群体的“刻奇”行为大量出现,群体“刻奇”频率更高、规模更大。而在自媒体平台上,参与群体“刻奇”的成员之间相互影响更加复杂,“刻奇”者与反对“刻奇”者之间也会对受众的态度形成影响。自媒体平台上的群体“刻奇”行为作用力更加“隐性”,更多是从舆论的角度对现实产生影响。同样的,随着媒体从传统的单向传播模式演变到自媒体的多向传播模式,“刻奇”行为的传播形态也发生了变化。从个人角度来说,个人既是“刻奇”行为的制造者,又是传播者和接收者,当个人在自媒体表达这样的情感时已经同时完成“刻奇”的制造和传播。媒介,也就是自媒体在“刻奇”的传播链中扮演了“培养皿”、“放大镜”和“受益人”三个角色,自媒体平台的特点非常有利于基于集体感的“刻奇”行为繁衍扩散,而群体“刻奇”带来的流量也反过来为自媒体提供更大的增值空间。在传播链条中,政府也是不可忽视的重要力量,群体“刻奇”就像难以操纵随时可能暴走的怪兽,有时政府借助“刻奇”的力量完成宣传任务,有时也要如履薄冰地防止群体“刻奇”导致的失控局面。在“刻奇”行为充斥自媒体的今天,也有很多人发现了群体“刻奇”带来的弊端,这些反对“刻奇”行为的人组成了一个阵营与“刻奇”群体对抗,也引发了不少网络骂战。然而无论还“刻奇”还是反“刻奇”,都是个人自由的选择,“刻奇”是人类的本性,而反“刻奇”则是运用理智与天性对抗。当我们能够看清“刻奇”的本质和“刻奇”传播的特点,也就更容易保持理智,透过种种心理操纵而看到事物的本质了。
[Abstract]:The word "engraving" comes from the German aesthetic concept Kitsch, which refers to the low taste of the aesthetic category. In the book of the unbearable life, Milan Kundera extended the concept of "engraving" to the level of sociology, where "carve" refers to the soft and weak self deception of human nature and the avoidance of all meaningless. The absolute identity of.Kitsch is originally translated as "kitsch" and is now widely used in transliteration. The "carving of strange" is a part of human nature. However, because of the social environment and the development of the media, the behavior of "engraving" has also brought about new changes. It provides a relatively free platform for information sharing. Self media products have the characteristics of individualization of style, fragmentation of content, two-way information transmission, multi direction and so on. The inner motivation of "engraving" is more intense from the combination of media and people's modern life. The motivation includes four aspects: the modern society is rich in material abundance. Rich, the rapid development of science, many people question the meaning of self existence; the characteristics of the media platform make it easier for people to observe the life of others, thus the loss of the state of their own existence; people's social relations from the real to the virtual, also aggravated the loneliness of human beings; the virtual nature of the media platform makes people The "role playing" is more simple. These all lead to a more easy break in the "engraving" behavior in the self media environment. The main difference between the traditional media and the self media environment is the transition from individualized behavior to group behavior. In the traditional single transmission mode, the "carving" behavior is often the same. In the self media environment, the triggering points of the "carve" behavior are more complex and easier to get, which leads to the higher frequency of "carving", which makes people more easily aggregated into relationships, and the limitations of time and space are broken. The cost of crowd gathering is greatly reduced, which makes the group's "engraving" behavior appear, the group "carving" frequency is higher and the scale is larger. In the media platform, the interaction between the members of the group "engraving" is more complex, and the "engraving" and the opposition to the "engraving" will also form a shadow to the audience's attitude. The force of "engraving" behavior on the media platform is more "recessive", and more is from the perspective of public opinion. Similarly, as the media evolved from the traditional one-way transmission mode to the multi direction mode of self media, the form of the "carve" behavior has also changed. From a personal point of view, the individual is a person. Not only the maker of "engraving", but also the disseminator and the receiver. When the individual expresses such emotion from the media, it has completed the manufacture and dissemination of the "carve". The media, the media, plays the "culture dish", the "big mirror" and "beneficiary", three roles, from the media. The characteristics of the platform are very conducive to the proliferation of the "engraving" behavior based on the collective sense, and the flow of the group "engraving" is also in turn providing greater value-added space for the media. In the chain of communication, the government is also an important force that can not be ignored. With the help of the force of "engraving" to complete the propaganda task, sometimes it is necessary to prevent the uncontrollable situation caused by the "carving of the strange". In the "carving of strange" behavior filled with the media today, many people also found the malpractice of the group "carving strange", these people who oppose the "carving" act form a camp and the "engraving" group. There is a lot of network scold war. However, no matter "carve" or "engraving", it is the choice of individual freedom. "Engraving" is human nature, while anti "engraving" is the use of reason and nature. When we can see the essence of "carving and strange" and the characteristics of "carving strange", it is easier to maintain the reason. Wisdom sees the essence of things through all kinds of mental manipulation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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