商务传媒学院知识库

在中国社会转型期，一些障碍因素的存在导致社会结构和社会环境的失调。不仅影响社会成员生活，而且对社会正常秩序甚至社会运行安全构成一定威胁。科技赋能时代，新媒体成为公众情绪释放的重要出口，公众借助新媒体宣泄情感，媒体如果引导不当，就会引发公众情绪失控和社会舆论失序。因此，探索新媒体平台传播策略，转换传播话语，最大程度释放正面效能就成为新媒体情感传播的重要课题。《人民日报》旗下《侠客岛》微信公众号在情感传播与情感治理中积累了丰富的经验，为新媒体平台情感传播提供了有益借鉴。本文以《侠客岛》微信公众号作为研究对象，探讨其传播内容的特征以及在特定情境下情感的运作，分析党媒新媒体在传播过程中运用的情感策略以及情感传播价值旨向。研究发现，《侠客岛》在新闻标题、新闻内容以及不同情境中，频繁调取“同情”和“理性”等积极情感来纾解“焦虑”和“愤怒”等不利于社会发展和稳定的负面情绪；面对突发事件，《侠客岛》更是通过汲取中国优秀传统文化的思想资源，通过调取民族主义、家国情怀等对民众进行情感动员、安抚民众情绪减轻恐惧。基于上述研究，本文指出，情感传播成为新媒体平台的重要方式。党媒新媒体平台需要将“情”“理”元素同时揉进公共说理的过程中，培育情感认同聚合能量，建构身份和价值认同感，利用官方话语“正视听”，整合思想增强家国情怀，最终帮助实现社会治理。

In China's social transition period, the existence of some obstacles leads to the imbalance of social structure and social environment. It not only affects the life of members of society, but also poses a certain threat to the normal order of society and even the safety of social operation. In the era of technology empowerment, new media has become an important outlet for the release of public emotions, and the public can vent their emotions through new media. If the media is improperly guided, public emotions will be out of control and public opinion will be out of order. Therefore, exploring communication strategies of new media platforms, transforming communication discourse, and releasing positive effects to the greatest extent have become important topics for emotional communication of new media. The wechat public account of xiake_island, a subsidiary of People's Daily, has accumulated rich experience in emotional communication and emotional governance, providing useful reference for emotional communication on new media platforms. This paper takes the wechat public account of xiake_island as the research object, discusses the characteristics of its communication content and the operation of emotion in a specific situation, and analyzes the emotional strategies used by the Party's new media in the communication process and the purpose of emotional communication value. The study found that in news headlines, news content and different situations, xiake_island frequently evoked positive emotions such as "sympathy" and "rationality" to relieve negative emotions such as "anxiety" and "anger" that were not conducive to social development and stability; In the face of emergencies, xiake_island draws on the ideological resources of China's excellent traditional culture, and appeals to nationalism and feelings of family and country to emotionally mobilize the people and soothe their emotions to alleviate their fears. Based on the above research, this paper points out that emotional communication has become an important way of new media platforms. The new media platform of the Party media needs to integrate the elements of "emotion" and "reason" into the process of public reasoning at the same time, cultivate the aggregate energy of emotional identity, construct the sense of identity and value, use official discourse to "face up to listen", integrate thoughts to enhance the feelings of family and country, and ultimately help realize social governance.