作　　者： (）;

机构地区： 华南师范大学政治与行政学院

出　　处： 《编辑之友》 2018年第2期74-79,共6页

摘　　要： 传统把关理论以封闭、单向的渠道模式作为其理论框架,已经不适应自媒体语境下的传播现状。自媒体传播场域是具有开放性、平等性、竞争性的信息自由市场。在信息市场中,应该采用以受众为中心的营销模式。首先,应满足受众需求以争夺注意力市场,以受众为中心,努力降低受众信息成本,为受众信息消费提供便利性并鼓励受众互动并参与信息生产与传播。其次,应通过诱导受众行为以实现个体规训:从内在因素考虑,通过生理及心理因素引导用户欲望;从外在因素考虑,营造群体环境激励或压制用户行为;从营销角度考虑,通过营销行为培育用户忠诚度。 The traditional gatekeeper theory is based on the theoretical framework of a closed and one-way channel model. It is no longer suitable for the current situation of communication in the we-media environment, we-media are open, equal and competitive information free market. In the information market, we should adopt an audience centered marketing model. Gatekeeper theory of the marketing model should first meet the needs of the audience. So, the audience is the center. Reducing the cost of information, facilitating information consumption and encouraging interaction as well as audience＇s participation in the production and dissemination of information are the objectives of we-media. Secondly we-media should foster audience habitus from three aspects： considering the internal factors, guide the users＇ consumption by meeting physiological and psychological needs; considering the external factors, create a group environment incentive or suppress user behavior; from the marketing perspective, cultivate customer loyalty.

关 键 词： 把关人 自媒体 网络舆情 思想政治教育 自组织

领　　域： []