Charles curly, the founder of social psychology in the united states, argued in his book social organization that “communication is the foundation upon which human relationships are founded and the machinery through which communication can develop”. The media technology is constantly evolvingMedia integrationIn the broader context of continuous in-depth attention, the “user awareness” repeatedly emphasized by the media and communication agencies has become the main thread, with the aim of highlighting the importance of reaching out to the emotional needs of audiences with a view to building interpersonal links. “the characteristics and psychological needs of new media users, as nodes in the network of relationships, should be taken into account, on the one hand, in acquiring a sense of existence and belonging through self-construction and, on the other hand, in seeking emotional support and access to social capital through emotional expression”. “feeling is becoming a more important engine in the way news is produced and consumed”。
In the age of traditional media, however, the mass media, while enhancing their social identity, have largely weakened the nature of their interpersonal identity. In fact, emotions have always been an important part of the news field. The journalism industry should not rely solely on the concept of an objective strategic ritual, but also on emotional strategic rituals. The analysis of the pulitzer award-winning article by wahl-jorgensen k. Shows that these so-called examples of news practice have injected emotion into all types of news and have taken a narrative form similar to literary news, including individualized storytelling and anecdotal leads; the author cites gaye tuchman's objective strategy ceremony, which he describes as a “emotional strategy ritual” that becomes a precondition for the presentation of the news and, in turn, builds emotional communities with audiences。
In this paper, media technology shapes media patterns, with corresponding communication paradigms for each generation, and in the current era of deep media convergence, the paradigm changes have occurred, as have the traditional media agePublic information disseminationCloser to rational communication, and more to the media age, the emphasis is on emotional communication, but the two paradigms are not dichotomy, but rather unity and integration. Thus, the study of communication paradigms that match the context of the era of deeper media integration has become an extremely important issue in integrating the deep media development path and a key guide in building a media-wide communications system。
The paradigm of rational media transmission
Thomas cowen defined the paradigm as “a recognized model or model” in the structure of the scientific revolution. In essence, it is a theoretical system that refers to a combination of beliefs, values, technologies, etc. Shared by members of the community in the field of science, a world view and a way of behaviour shared by the community of researchers engaged in a given science. In the field of communication research, the communication paradigm is a “mixed model” defining a unified system of values, methodology and practice for the community in the field of communications. Rational communication refers to a communications paradigm that matches the traditional media communication characteristics shaped by traditional media technologies. In the context of rational communication, all communication activities in the traditional media are structured in a rational way and are characterized by: first, the pursuit of values and rationality as a means of communication; second, communication through highly rational production processes; and, third, the expression of journalism as a means of communication。
The first characteristic of rational communication is the value orientation of rationalism. Of the value demands of the traditional media, reason comes first. Rationalism is a philosophy that advocates the use of science to understand and interpret nature, arguing that knowledge originates from reason. The claim to values that rationally spread came from rationalism and its origins dated back to the greek philosophy of rationality. Demuklit's belief that perception can only be understood by the phenomenon of things and that rationality can be understood by the nature of things determines the place of reason in the theory of perception. Aristotle, on the other hand, brought ancient greek rationalism to its peak, raising the quest for rationality for certainty to the level of philosophical introspection。
In addition to the philosophical background, the creation and development of the traditional media industry began with the dissemination of knowledge, rational enlightenment and the publication of theories, discoveries, inventions, new knowledge and information in newspapers, which also experienced changes in intellectual paper, information paper to political paper, and citizen paper. The newspaper news since the renaissance, the radio and television stations since the time of mass dissemination, and the traditional media, while carrying out their news coverage, have been pursuing the quest for rational communication。
The second characteristic of the rational dissemination paradigm is the process of rationalisation resulting from the industrial revolution. Modern communication is rational communication based on media technology. The industrial revolution is the technological-economic foundation of the paradigm of rational dissemination. The nature of technology is rational, and it is even argued that “in the great industrial age, man is not the intended source of a series of scattered technological objects (machines). More precisely, a person only performs the `intention' of the technical object itself”. In a highly rational and mechanized way of production, human production as a whole was highly circumcised in accordance with technical principles, scientific division of labour and process re-engineering, which had a profound impact on the dissemination of information at the time, as was the case today with the “remodelling and transformation” of traditional media. Both the early and modern journalism industries “follow” highly rational machines, setting up the production process framework for mass media operations. In the process, a “unique news production process and transmission paradigm; media products presented with specific screening criteria, specific production techniques and procedures” was constructed. This highly rational method of production ensures, to the greatest extent possible, the standardization of processes, the consistency of products and the rationalization of values in the production of traditional media content, as well as the formation of a stylistic pyramid structure in the organizational structure, which forms the basic production organizational chain according to the sequence of the editor-in-chief, editor-in-chief, editor-in-chief, reporting from the bottom to the upper levels, from the top to the lower levels, and eventually completing the production of the content of information。
The third feature of the rational communications paradigm is the expression of journalism professionalism. The core philosophy of the journalism profession is, first, “objective journalism” and, secondly, the unique role of the media and journalists. The organization of journalists and the profession as a whole also require that such work identities be shaped to create intellectual and emotional aspirations, codified by the industry as “objectivity”, based on the principle of misappropriation of scientific methodology. As part of maintaining objectivity and displaying “professionalism”, journalists' “emotional expression is strictly regulated and regulated by editors”. Not only in the field of journalism practice, research scholars also believe that journalism professionalism is “interpretative”, a “theoretical ideal” and “mixed journalism”, in order to preserve the legitimacy and authority of professional journalism。
As can be seen, the rational communication paradigm is driven and shaped by traditional media technology, which is dominated by traditional media, which form the means of production and the relationship of production of traditional media, which combines the ecology of the media, the principles of content production, organizational structures, etc. This model of communication, which matches traditional media technologies, has a dual meaning: “one refers to the relationship between the audience and the media, i. E. The media remains in the hands of media groups or governments, and the audience has very limited or even zero access; and the other refers to the media's attributes, which are the pursuit of `commonality' in society — serious, rational, logical media content that is more likely to be considered high-quality and rational media products.” in the current context of research, the original paradigm has experienced many divisions, based on different theoretical and research genres, as well as on media realities that show the direct effects of technology, especially in the context of the integration of media, where new changes have taken place。
Communication paradigms in integrating media settings
The great breakthrough in information technology since the 1970s, when new technologies, such as computers and the internet, were gradually being used in the field of information dissemination, accelerated the collapse of professional and amateur boundaries and undermined stability in the field of information. For example, mobile technologies and social media have contributed to the development of “public news” or “participatory news”; first-person and immersed news, and the emergence of “platformization” of news production, further challenging the principle of objectivity or supremacy. We have witnessed a paradigm shift towards more personalized, accidental, unstable and post-industrial journalism. The “strained” relationship between traditional news norms and the emergence of new practices on digital platforms has brought about changes in media ecology. In the media age, journalism professionalism, values, norms, roles and identities are constantly (re)constructed, (re)interpreted and competitive among different actors, including internal practitioners (journalists, editors) and external social actors (audiences)。
(i) empowerment of the general public, reduced voice to make communication more emotional
With the spread of mobile technology and social media, technological change has changed not only the distributors but also the recipients, most notably from a media-centred to a audience-centred mode of communication that is non-linear, interactive, uncertain, flexible and personalized。
“people formerly known as viewers” have contributed significantly to the changes in journalism. Journalists no longer monopolize control over news production. With portable information devices and access to their social media accounts, news audiences can share their first-hand news events and information with other audiences outside the control of traditional journalists. We can always see a clear trajectories of communication: “personal initiation — online attention — media intervention — official expression — fades out of view”. “we have moved from the age of mass communication to that of mass communication and communication for all, not only has there been a change in the media, but also in the ecology of communication”, and individual audiences have become witnesses and journalists. They document and publish what they have witnessed and experienced during the crisis。
The digital media environment opens up more space for individualized and emotional forms of journalism, including visual formats. Social media are not only “tools” for the dissemination and collection of information but also shape the style and practice of news. On social platforms, the production, selection and distribution of content is governed by social media logic, encouraging subjective voices and individual expressions to generate emotional participation. The gradual decline of voice has enabled the general audience to gain access to communication capabilities, thereby transforming the past communications pattern, which was centred on professional news agencies, into internet transmission, with interpersonal transmission as the dominant form. Each communication is accompanied by personal understanding and judgement, with the emotional value of the individual to the event, and the emotional element of the communication is more important than the factual factor。
(ii) enabling industries, platform rise and content is separated from channels
Digital technology for media integration has enabled the entire press industry, and news agencies have introduced new workflows and practices are evolving. In relative terms, “the news production process in traditional media is relatively closed, from journalism to dissemination, by professional media practitioners, and both access to news messages and transmission are exclusive resources of the media”
The current news industry is being transformed into a highly diverse and pluralistic platform of practice. In such a multilateral market, the platform constitutes a technical class, with news agencies and audience members on both sides. This multilateral market has also made the two-fold relationship between journalists and audiences largely open. Bilateral communication is inherent in the media when news agencies include participatory tools as part of their platforms. However, when social media platforms “host” communication, the direction of such interaction is no longer clear. In other words, social media allow for many-to-one exchanges and all types of content compete for audience attention and participation。
Internet platforms have become central to audiences ' access to news, a development that has fundamentally changed the consumer habits and news experiences of audiences: traditional media have had to be reformed, and new media platforms, such as microblogging, shivering and fast-tracking, are increasingly being used to disseminate news and reach (new) audiences. The development of social media platforms has changed the relationship between the media and the audience, as can be seen from media-related research. The media select, produce and publish news content according to the logic promoted by the platform. The platform follows a flow logic, sniffing out the interests, emotions, concerns of users through big data technology, and sending them precisely to stimulate user visions and replicative desires. Professional production moves towards a “reasonable-emotional” integration paradigm。
(iii) enabling, fully understood, abstract thinking giving way to image perception
Dissemination before media integration is classified according to the human perception system. In the original period, human beings spread their voices and limbs; with the invention of words, people can express their sense of the world in words. Because of words, humanity has created a subjective world that is opposed to nature and sustained by abstract thinking. Until the twentieth century, before radio and television, human consciousness was maintained by words. Radio then developed sound media, film and television, and video media, meeting the needs of hearing and vision, and human consciousness was enriched, resulting in the dissemination of full sense. The development of the media has addressed the fragmentation of the media industry. The traditional media, developed in the context of the industrial revolution, are characterized by a single medium, such as the print media, audio broadcasts and television stations. Combining the media with a bottom-up logic and with technological power, the same news content can be presented in a full-perception manner. The current “multi-modular” elements, which are dominated by words, drawings, audio, video, are mainly related to vision, hearing, and it is likely that in the future there will be a fully immersioned media that combines smell, touch, taste, etc., and the “earth universe” is already moving in this direction。
The development of the media has reshaped all aspects of the production of information, from content itself to organizational objectives and to the perception norms of the parties concerned. Accompanied by a combination of full perception capabilities, abstract thinking gives way to image perception, allowing the dissemination of information to bypass abstract thinking, to gain senses and consciousness and to play a direct role in the emotional sphere. The breadth of this perception refers to the number of sensory modes included in news narratives, such as sound (background music, environmental noise, audio tips, etc.) and images (computer-generated content, real 360 degree lenses, photography, etc.). With the emergence of new immersion technologies, such as virtual reality (vr), enhanced reality (ar) and mixed reality. Journalism enriches the way stories are told. It is now possible not only to watch, listen to or read stories, but also to experience them from a first-person perspective, which has a decisive impact on emotional mechanisms。
(iv) enabling content, one-stop stories, full media presentation
The pattern of news content has changed and is still changing. When the bottom logic of media production is unified by figures, content production is empowered. Traditional media implement a media-wide strategy, integrate media in-house resources, re-engineer processes, and create a super-editorial chain that includes “content capture - content editing - content multiple releases - content data storage - content multiple sales” and media-wide production. The public information production process involves the production and collection of information content in a multi-media flow, under the unified command of “bringing the media brain”, which is produced in coordination and on demand, and enables the same news content to be disseminated through multiple channels and in all its aspects in different forms. Undoubtedly, the most prominent feature of media-wide practice is “the use of digital platforms to break the closed mode of terminal output”. In the era of media integration, the king remains at the heart of development. “the end result of media integration `all media' is a complete, holographic, full-fledged, fully effective media, or business-wide media that forms the basis for future digital dissemination。
At the same time, social media platforms can now control the visibility of news stories and the size of their audience. Thus, platform algorithms determine the flow available to news agencies and their revenues, and the logic of these platforms is called “internet logic” or “user thinking logic”. As a result, news agencies are gradually aligning the presentation of their social media content with algorithm preferences, enhancing user stickiness through algorithms that allow audiences to receive customized news, hypertextity (the audience has direct access to linked information), interactivity (the audience can actively participate in news) or visuality (the audience can consume news in image or video formats)。
The media age communication paradigm is more emotional communication
Changes in media technology have led to increasingly personal and emotional participation in the surrounding world. Media patterns are mobile and clearly individualized. In particular, the increased availability and use of smart phones is rapidly becoming the main platform, not just an option. The media have implemented a priority mobile strategy. Also based on mobile technology, our physical relationship with news is changing: people become nodes of information in the web-based transmission chain, people's mobile devices are always open and are always on hand and online. This has forced media news dissemination to shift to interpersonal communication, highlighting social attributes, and social networking platforms are increasingly integrating independent websites, including those of professional news agencies, into their services, a process that many scholars have rightly described as an ongoing platform for web (web). It is also part of both individual and public networks. Users can customize their models, for example, using applications to obtain the required content when needed and integrate it with social networks through buttons, additional components and other features, sharing and creating content themselves. As users, as media platforms become more personalized and socialized, users become more adhesive and more digitally dependent. As part of people's media life, journalism is also a major component of personal information and interpersonal relations。
The traditional perception of journalism is based on reason. In this context of digital networking, the identity and ideology of journalism remain rooted in a one-way publishing mindset. The objectivity ceremony of journalism practitioners is also seen as a “survival mechanism” and a strategy to avoid occupational risks (e. G. Defamation suits). However, technological change drives the diffusion of change, and significant technological change can create new mechanisms for information dissemination. Changes in information dissemination mechanisms have led to a paradigm shift in communication. “in the past, the traditional mass media, in their communication and communication with society, used more of the `fact-based' expression logic, which in fact ignored the expression components of elements that effectively integrated and activated the resources of the relationship — non-logic, irrational information.” a number of information assessment studies have shown that a combination of high-profile emotional support with high-quality advice produces more positive dissemination results, and that emotional support is included in the narrative and plays an important role in disseminating results. This paradigm shift is consistent with the pattern of media technology development and matches the current era of media integration。
(i) highlighting the integrity of the returnees from a philosophical perspective
This paper considers that the basis for effective emotional communication is people-centred. The west's rationalist tradition denies the emotional component of human beings and views them as the product of reason. The purpose of human learning is to promote reason, to use reason to control people's desires and to allow people to act in accordance with reason. Scholars such as nietzsche, spinoza and freud have noticed that human emotions are more important. In his 1844 philosophy of economics manuscript, marx introduced the term “whole person” in order to understand the essence of human beings and society as a whole. Emotion is a perspective that cannot be ignored in understanding the essence of marxian theory. “human relations with any one of the world's human beings — vision, hearing, smell, taste, touch, thought, intuitive, emotional, desire, activity, love ... Take possession of the object through its own sexual relations (i. E. Through its relations with the object).” durgan defines society as a complex of ideas and emotions. In this sense, "social construction should be designed to take full account of the emotional dimension, so as to foster a positive common emotion."
One-way, divided people have rediscovered the value of emotion, which is also a secret to china's traditional philosophy. Wang yang-ming's emphasis on “out of the mind” is “out of the mind” and “into the conscience” is to feel the world from the heart of man. Chamu also believes that humanity is one of the main characteristics of humanity, and that contemporary scholars, lee zawa hsio's theory of “love-in-the-body” is based on “compartmental structures” to incorporate the essence of utilitarianism and liberalism. As the world's perception of the world's capabilities increases, there is a growing awareness that the most important value of human existence is emotion in modern societies that are highly developed in science and reason。
(ii) communication to people through emotional communication based on the essence of information dissemination
Traditional media age transmission is essentially one-way, open to abstract members of the public rather than to specific individuals. The very essence of the mass media, however, is the development and intensification of human communications activities, which are created in response to human needs and exist in the service of the human person, “for and for the human person, it is its point of departure and destination”. As media integration continues to develop, many researchers believe that real digital journalism will lead to “commonization” of journalism, allowing a fuller audience participation in the news process. Technical platforms empower audiences more than ever before, making them more flexible, mobile and participatory in their understanding of the value of news。
It is undeniable that technology does play an important role in the emotional transformation of the journalism paradigm. News production draws on and further develops emotional-driven technologies in other areas, such as play and health communication, as part of daily news content production. "look! This is my uniformed picture that engages hundreds of millions of people, using 8k+vr to cover the winter olympics, and then the scenery of immersion in news, spreading around audiences, mobilizing more sensory organs among users, and influencing people, shaping people, and infected people with more personalized media news. Here again, emotion becomes the perfect starting point。
In recent years, the emerging research field of journalism sentiment has been supported by an emotional wave of news innovations, such as immersion and vr news. Specifically, immersion in journalism relies on a production process in which journalists engage users through the emotional style of storytelling, often with the explicit goal of creating a common sense. In doing so, immersive journalism is part of a larger “emotional shift” in journalism, which makes it possible to have more emotional and personalized forms of news, for example, through digital narratives in the form of user-generated content and more narratives. Simmering news is more than just a technology. It is a combination of immersion technology, interaction and narrative options that emotionally engage audiences in news stories, creating a sense of presence among users, resulting in increased emotional participation. These innovations are innovative not only in form, but also in order to transform complex social or political issues into individual issues and involve experience interaction, and emotionally driven news aims at “reconnection” and aims to connect audiences with journalists. Increasing competitive pressures in the digital environment mean that news professionals need to take their audiences more seriously, including through feedback checks on actual user communication practices and the emotional satisfaction of viewers when watching news。
(iii) passage of “temperature” through emotional communication based on political propaganda
A number of facts have shown that emotional factors play a crucial role in triggering pro-social behaviour, affirming ownership of social values and legalizing the existing social order. The paradigm shift is more the product of thought than the accident of matter. An increasing number of studies have shown how, in the process of political dissemination, emotional rituals are strategically applied in building social cohesion and inclusion, and how emotions help to rebuild social values centres in the face of dangerous events that disrupt social order。
According to scholars: “mainstream media respond to the challenges and shocks of the new media through model amendments (paradigmrepair) and the establishment of new operational norms, and the new media ecology and social communication environment prompts party media to make changes in the production of news”. In the process of retrieving the “microphones”, the media have introduced news messages that break their original serious tone, increasingly employing emotional communication strategies to reshape the image of the “temperature” media in order to enhance its dissemination and orientation。
(iv) technological advances have laid the material foundation for emotional communication, starting with deeper media integration
The media integration era is a combination of top-down and bottom-up journalism. In a new communications environment, media engagement with new media “is expected to provide better and more efficient media for the news and the public”. The audience has also changed from a former audience to a content producer and distributor. The blurring of traditional boundaries between journalists and audiences challenges the “objective” form of narratives. The bottom-up positions of those participants not only added a new turning point to the established standards for the selection of information, but also challenged the long-standing position of traditional media as “principal definitionalists” of news. Digital, web-based news has contributed to a more personal and emotional form of journalism, which has become increasingly emotional。
As a result, emotions can help to create a participatory experience that enriches public debate on topics. Emotion is therefore of information value in the news。
Emotional communication gives emotional identity to intuitive language, the subjects of communication constantly impart new interpretations of values in their relations with the human person and the language, the world, the greater sense of duty and responsibility in their dealings with the human person, the creation of experiences of pleasure and enjoyment in good speech, conduct, thought and style, the bringing of human beings and the content of the communication together into the world of beauty and spirituality, and the greater sense of morality and beauty of emotional communication. The media era, which has transformed human modes of communication from rational to emotional transmission, has the technological basis of matter. By means of integration, the media have audio, short video, medium video, long video, small program, h5 etc. The emotional communication between people is achieved through integration of perception and interaction. Emotional communication, most notably interpersonal communication, is a face-to-face scenario of communication and emotional interaction to reduce the distance between people and audiences of appreciation, to find common points of dialogue and proximity, and to remove the blind spots of cross-cultural communication in which subjects interact with different audiences. The subjectivity of the content of emotional communication can be adapted from the scene of the event to its own context and content。
Reasonable convergence in emotional communication
There is a need for rational emotional orientation in the dissemination of information, as well as emotional orientation, which can be transformed and adapted to one another under certain conditions. In news practice, emotions are dynamically linked to objectivity. Just as people can feel the physical and chemical reactions of interpersonal transmission, communication activities require emotional and rational or a balance of jurisprudence。
In the context of the era of deep media integration, emotional communication and rational transmission have evolved from complementary symbiotic to a phase of coexistence. We cannot easily draw a dual distinction between “emotional” and “reasonable” forms of information. Emotional communication is not the opposite of rational communication, but rather a communications paradigm that is in keeping with the patterns of media communications of the time. As mcluhan has pointed out, the emergence of a new medium does not necessarily mean the demise of the old medium, but rather its integration. Therefore, the content of the news will be developed in a way that combines information based on traditional facts with personal experience, subjective opinions and feelings, and adds to the “new truth” brought about by audience participation。
(i) emotional transmission is not emotional communication
Emotional expression does not necessarily undermine legitimacy in the public sphere, but is an important positive force for achieving new forms of participation and identity among audiences. Although emotions are usually personal and subjective, they can still be ranked according to their nature, ranging from instinctive desires to noble morals. Therefore, emotional communication does not mean that the dissemination of information should be directed towards satisfying or motivating user instincts, but should be directed to higher levels of emotional needs. It is one of the most important forces in shaping public sentiment and forming the sphere of “emotional governance”, that is, that it helps manage and shape public sentiment. The journalism industry also has a significant emotional impact during and after crisis and traumatic events。
(ii) emotional transmission is not for communication
Given the closeness of audiences to technology and their emotional involvement in the global environment brought about by mobile and personalized media, “emotionalism is becoming a more important driver in the way news is produced and consumed”. However, emotional communication is not a back-of-the-street principle (anecstasy of concern to housewives) that is “attractive” to the audience and that cannot be pursued in a non-principled manner in the flow logic, and does not cater to the downside preferences of taunting audiences and missing values for the eye effect。
(iii) emotional transmission is not indoctrination
Indoctrination is usually done by narratives such as reverse pyramids, which simply list a series of facts, usually in descending order of importance. In reality, such information is boring to the recipients, and it requires the possibility of emotional participation. So what's interesting about information is its emotional content. “suspensive” narratives are unpopular, and emotional communication should be based on interaction, from the psychological dimension of the audience, to the construction of innovative news and narrative structures, emphasizing the link between the content of the news and the audience, allowing the audience to enter narratives and inducing the emotional involvement of the audience。
Concluding remarks
The “emotional shift” brings new subjects to news practitioners and researchers and provides a theoretical perspective on how to understand the “post-truth era”. Without challenging factual and objectivity, emotions can promote the comprehensibility of journalism. The changing paradigm of emotional communication that is taking place in an age of integrating the media brings with it deeper reflections that will help shape the discourse and culture of the news industry, and these paradigm values are more in line with the logic of digital media and culture。
In the light of the above, it is suggested that a paradigm shift in the dissemination of information should perhaps be seen in the context of greater cultural and social change. In these changes, emotions give positive forms of public participation. Indeed, when talking about media and news, emotions are an essential element of news and information delivery in a more digital domain. Emotions drive people to become closer to technology and to interact with news and information. Compared with rational and objective communication, the mind of the subject of emotional communication uses emotional logic structures and directional means to influence the receptor through emotional transmission of the subject's activities and seeks to achieve the purpose and needs of the communication activity on an emotional basis and with communication ties。
(by li xiao peng, director of the department of journalism at the zheung university school of journalism and communication, director of the institute of networks and media development, senior journalist, lecturer in the department of journalism at the zhe chiu university school of journalism and communication, ph. D. In journalism)
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This article is published in journalist of china, no. 10 of 2023
The original title was "rational-emperate" integration paradigms for media-deeply combining news dissemination."
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