【作者】 刘洋；

【导师】 刘英杰；

【作者基本信息】 苏州大学 ， 新闻与传播（专业学位）， 2023， 硕士

【摘要】 非遗文化是我国传统文化的重要组成部分。截至2022年12月,我国已有43个项目被联合国教科文组织列入非物质文化遗产名录。然而随着时间的流逝,仍有一部分非遗文化面临着人走技失的困境。近年来,随着网络技术的发展,国内以抖音为代表的网络社交平台逐渐成为非遗文化继续传承的重要渠道。非遗文化需要进行有效的传播以达到更好的情感认同效果,基于此现象的网络社交圈层传播机制的合理性需要重新审视,因此用户对非遗文化的网络社交传播机制与情感认同值得探讨。本文通过案例分析、深度访谈、问卷调查等方式,结合圈层结构理论、社会认同理论等探讨网络社交圈层传播机制与情感认同。从“机制”的含义出发,从系统要素组成与传播扩散模式两个层面展开分析。对抖音平台中非遗文化的发展状况及特征作了概述,并对其传播要素进行了更深入的阐释。抖音平台的非遗文化既保留了原本的非遗特点,也结合了其在社交媒体平台传播的要素。圈层信息在抖音平台通过原发节点的扩散、平台的推送、用户转发分享等方式在社交关系网络中传播扩散,使网络社交圈层破壁出圈,在这个过程中用户参与是重要一环。本文经过实证研究发现,在网络社交传播过程中,自我归类、社会比较、感知价值对用户的情感认同有显著影响,同时媒介评价在其中起中介作用。本文根据观察和分析的结果,总结出网络社交圈层传播中存在三种认同症候,包括匿名效应抑制理性表达、对抗解读干扰文化价值、虚拟在场抑制现实交往。并对此提出了圈层“界限”感、圈层“适度”感、圈层“免疫”感三种应对策略。从用户个人角度回答了在网络社交圈层传播中用户如何科学、理性对待情感认同的问题。更多还原

【Abstract】 Intangible heritage culture is an important part of China’s traditional culture.As of December 2022.43 items have been inscribed on the UNESCO Intangible Cultural Heritage List in China.However,with the passage of time,there are still some non-heritage cultures facing the dilemma of people losing their skills.In recent years,with the development of network technology,the domestic network social platform represented by Jitterbug has gradually become an important channel for the continued transmission of ICH culture.The rationality of the online social communication mechanism based on this phenomenon needs to be re-examined,so it is worthwhile to explore the online social communication mechanism and emotional identification of users with non-heritage culture.This paper explores the mechanism of online social circle communication and emotional identity through case studies,in-depth interviews and questionnaires,and combines the theory of circle structure and social identity theory.Starting from the meaning of "mechanism",the analysis is carried out from two levels:the composition of system elements and the mode of diffusion.The development and characteristics of non-heritage culture on the Jiyin platform are outlined,and its dissemination elements are explained in more depth.The non-heritage culture on the ShakeYin platform not only retains the characteristics of the original non-heritage,but also combines the elements of its dissemination on the social media platform.The information of the circle is spread through the original nodes,pushed by the platform,and forwarded and shared by the users in the social network,so that the circle of the network social circle can break the wall and come out of the circle.In this paper,we found that in the process of online social communication.self-categorization,social comparison,and perceived value have significant effects on users’ emotional identity,and media evaluation plays a mediating role in the process.Based on the results of observation and analysis,this paper concludes that there are three types of identity syndromes in online social circle communication,including discourse barriers inhibit value guidance,heterogeneous culture interferes with cultural values,and non-heritage culture communication loses its alignment.Three strategies are proposed to deal with this problem:"boundaries","moderation",and "immunity" of the circle.From the perspective of individual users,it answers the question of how to deal with emotional identity scientifically and rationally in the online social circle communication.更多还原