假新闻：快感营销之下的大众知识幻象
山东大学, 历史文化学院, 山东济南 250100
| 摘 要： | 假新闻专指刻意假造的新闻。它不仅是困扰信息受众的实际难题，也是公众参与时事的盲点误区，更为社会生活的新闻工作带来了无尽烦恼，因此构成了传播学界、新闻学界、文化产业学界当前广泛关注的问题。本文将从受众消费心理的角度深入剖析假新闻这一知识幻象的生成、本质与功能，并以此为基础，对受众洞穿假新闻知识幻象的心理路径做出思考，希望能够通过对受众自身新闻素养的培养来解决假新闻困扰社会生活与社会秩序的难题。假新闻的本质在于它通过快感营销向受众提供了一种类似真新闻的知识幻象。这一知识幻象是生产者为实现自己在政治、经济、文化方面的功利性意图，通过“伪客观”的符号机制对受众“全知”欲望的物化赋形。它填补了受众“全知”快感的缺失，帮助生产者与受众构建起具有“反讽”意味的产受共同体。要洞穿假新闻的知识幻象，受众首先需要意识到假新闻知识幻象组织结构内部的矛盾，然后清醒地意识到幻象的虚幻性与自我的欲望，并避免将自我的欲望对象化，进而发现新闻符号与假新闻生产者意图之间的空隙，洞穿假新闻的知识幻象。当受众真正实现了对假新闻知识幻象的洞穿时，他不仅回归了正常的社会传受秩序，而且还可以帮助公共传媒在社会公共空间中建立起健康的传受伦理。 |
| 关 键 词： | 假新闻; 快感营销; 受众; 知识幻象; 符号机制 |
| DOI： | 10.57237/j.ha.2022.01.002 |
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收稿日期: 2022-08-15
接受日期: 2022-10-17
在线出版日期: 2022-10-27
Fake News: Mass Knowledge Illusion Under Pleasure Marketing
School of History and Culture, Shandong University, Jinan 250100, China
| Abstract: | Fake news refers to deliberately fake news. It is not only a practical problem that puzzles the information audience, but also a blind spot and misunderstanding of the public's participation in current affairs. It also brings endless troubles to news work of social life. Therefore, it constitutes a problem that is widely concerned by the communication, journalism and cultural industry circles. This paper will profundly analyze the generation, essence and function of fake news, a knowledge illusion, from the perspective of the audience's consumption psychology, and on this basis, think about the psychological path for audience to penetrate the fake news knowledge illusion, hoping to solve the difficult problem of perplexing social life and social order through cultivation of the audience's own news literacy.The essence of fake news is that it provides knowledge illusion for the audience by pleasure marketing,which is somewhat like the true news. The knowledge illusion is materialization for audience’s “omniscience” desire by “peseudo-objective” symbolic system, to realize the producer’s utilitarian intention in political, economic and cultural aspects. To penetrate the knowledge illusion of false news, the audience should first be aware of the contradictions within the organizational structure of the false news knowledge illusion, then be soberly aware of the illusory nature of the illusion and self desire, and avoid objectifying self desire, so as to discover the gap between the news symbols and the intention of the false news producers and penetrate the false news knowledge illusion. When the audience really realizes the penetration of the false news knowledge illusion, he not only returns to the normal social transmission order, but also helps the public media to establish a healthy transmission ethics in social public space. |
| Keywords: | Fake News; Pleasure Marketing; Audience; Knowledge Illusion; Symbolic System |
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