重庆社会科学

互联网技术的飞速发展及其泛社会化应用,推动了网络原生传播从初期的小众现象发展为当今的大众化行为。基于传播类型的划分,网络原生传播主要体现在网络大众传播、群体传播与人内传播中,并各自具有独特的传播机制。同时,网络原生大众传播的浮光掠影、群体传播的封闭化与个体的双重困境,凸显出网络原生传播理性导向的三个维度:精神的沉淀与塑造、传播渠道的策略优化与对个体网络生存境况的人文观照。

The rapid development of network technologies, as well as its broader social application, has advanced the network-based original dissemination from initially, a minority phenomenon to currently, a mass activity. Based on the type of dissemination, the network-based original dissemination is mainly reflected by the network-based mass dissemination, group dissemination and interpersonal dissemination, with each has its own unique mechanism of dissemination. Also three dimensions of the rational orientation for network-based original dissemination, namely the spiritual precipitation and shaping, strategy optimization of dissemination channel and humanitarian concern for individual's network-based living condition, are highlighted by the superficial mass dissemination, closed nature of group dissemination and the double binds for individuals.