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微信的功能与传播效力逐渐显现,已经由“私领域”逐渐延伸到“公领域”。“正能量”的传播为社会发展提供强大的舆论支持与精神动力。文章探讨“正能量”在微信平台上的传播模式与引导措施。研究发现,“正能量”在微信平台上的传播呈现碎片化、去中心化,在传播效果上具有“放大效应”。微信的传播者与受众都是熟人关系网中的成员,“正能量”在微信平台上的传播实现了“公领域”的内容在私人领域中的互动,并基于微信的传播特征,从传播效果维度思考微信对“正能量”传播所产生的影响。探索性地勾画了当前基于微信平台的中国“正能量”的传播模式,并对如何运用微信平台发挥中国“正能量”的“放大效应”提出了针对性建议。
The function and communication effectiveness of WeChat gradually appears, and has gradually been extended from “private domain ” to “public domain ”. The dissemination of “positive energy” provides strong public opinion support and spiritual motivation for social development. The paper discusses the “positive energy” in the WeChat platform, the mode of transmission and guidance. The study found that the spread of “Positive Energy ” in WeChat platform is fragmented and decentralized, and has “amplification effect ” in the dissemination effect. WeChat communicators and audiences are members of the acquaintance network. The dissemination of WeChat on the WeChat platform realizes the interaction of the content of the “public realm” in the private domain and is based on the communication characteristics of WeChat , We think about the influence of WeChat on the transmission of “positive energy ” from the dimension of communication effect. This paper explores the current mode of transmission of “Positive Energy” in China based on the WeChat platform and puts forward some suggestions on how to use the WeChat platform to exert the “amplification effect” of China’s “Positive Energy”.