摘要
高校官微如何应对激烈的关注度竞争?本文借鉴共情理论,从“情绪感染”“观点采择”和“共情关注”三个维度,对“南京大学”“南大青年”“南大新传”三个不同定位的微信公众号的传播策略进行比较分析。研究发现,打磨选题和标题可以加强用户的情绪感染,提高阅读兴趣;视觉和态度表达可以促进用户的观点采择,产生态度共鸣;贴近受众的互动可以引发用户的共情关注,促进分享行为。本文认为,在数字化的传播环境中,从前被动的“读者”已经变身为今天主动的“粉丝”,自上而下的单方面宣导已经失灵,高校官微应积极实践共情传播的路径,从理念到操作层面实现相应的转变。
How do official WeChat account in university deal with the fierce attention competition?Basing on the empathy theory,this paper analyzes the three different strategies of WeChat official account in university,including“Nanjing University”,“Nanjing University Youth”and“Nanjing University News Communication”,from the three dimensions of Emotional Contagion,Perspective Taking and Empathic Concern.It is found that polishing topics and titles can deepen users’emotional infection and improve their reading interest;Visual and attitude expression can promote users’point of view selection and produce attitude resonance;The interaction close to the audience can arouse users’empathy and promote sharing behavior.This paper holds that in the digital communication environment,the former passive“readers”have become today’s active“fans”,and the top-down unilateral propaganda has failed.Efficient official WeChat accounts in university should actively practice the path of empathy communication and realize the corresponding transformation from concept to operation.
作者
闻羽
江潞潞
Wen Yu;Jiang Lulu
出处
《中国网络传播研究》
2022年第2期179-194,222-223,共18页
China Computer-Mediated Communication Studies
基金
江苏省高校哲学社会科学研究一般项目“基于学生投入理论的第二课堂学生获得感研究”(批准号:2020SJA0013)的阶段性成果
关键词
高校媒体
共情传播
粉丝
university media
empathy communication
fans
作者简介
闻羽,副研究员,南京大学新闻传播学院党委副书记;江潞潞,南京大学新闻传播学院硕士研究生
