摘要
作为网络时代一种重要的营销手段,制造流行的意义在于促使事物实现快速且大范围地传播。作为一部阐述流行传播机制的经典之作,马尔科姆·格拉德威尔的《引爆点——如何制造流行》通过提出流行引爆三法则,为我们探明了一条事物流行的轨迹,即流行事物如何突破传播扩散的临界点,并获得快速且广泛的传播效果。然而,随着网络技术带来的传播环境变化,流行事物的传播者、传播方式及载体也都发生着变化。"个别人物法则"中"联系员""内行""推销员"这三类角色在互联网时代拥有了新的扮演者。"附着力法则"中的信息的"附着力"被重新归因为信息激发了人们的正向情绪,以至于令人难以抗拒。"环境威力法则"中环境暗示渠道也根据互联网媒体环境进行了重新阐释。
As a significant marketing method in the Internet era, popular manufacturing is to promote the wide and fast spread of things. As a classical work of epidemic spreading mechanism, The Tipping Point of Malcolm Gladwell proposed three rules to clarify how popular things break through the tipping point of rapid and wide dissem- ination of information. However, with the development of network technology and communication environment, the communicator and the method of transmission of popular things have changed. More and more information dissemi- nation participants become new information source by the use of online media. The connotation of ＇ individual char- acter＇ is thus extended. Social media can rapidly spread information which includes positive emotions through social networks. Social networks construct new environment suggestion by means of networking interpersonal communica- tion. This article aims at reinterpreting the three rules based on network communication environment and condition to make them more interpretive and guidable for popular manufacturing in the age of Internet.
出处
《广州大学学报（社会科学版）》
2017年第12期75-79,共5页
Journal of Guangzhou University:Social Science Edition
基金
国家科技支撑计划课题(2013BAH36F01)
关键词
主动关注
模仿
个别人物
正向情绪
环境暗示
active concern
imitation
individual character
positive emotion
environment suggestion
