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数字技术拓展了社会连接的边界，使广泛连接演变为普遍连接，重置了社会的信息方式。平台将人际关系和交往行为进行数字化的开发利用使传播活动具有了鲜明的社交属性。技术迭代使传播本质发生位移，由此催生了新的传播范式，带来了传播活动全流程要素的变化，表现为依据社交性思维架构传播及其相关活动。社交媒体平台依据人类交往行动的心理需求特征开展平台运营，并形成媒介逻辑、用户逻辑、平台逻辑，在此基础上构建其运营体系。面对当前数字技术变革的现实，主流媒体的系统性变革需要脱域融合借鉴平台制度的设计方法，主流媒体系统性变革可以从数据化与自我优化机制、内容定制化机制和选择机制三种机制得到启发。主流媒体应重视传播链条上所有行动者主体的价值，引入平台思维，重视用户的社交性需求。强化社交性服务功能和机制以扩大用户群；做优、做强新闻内容产品以活跃用户群；发挥信源优势和特色，做强“订制化”和“公度化”机制效能。
Abstract：Digital technology has expanded the boundaries of social connections, transforming widespread connections into universal connections and reshaping the ways of information exchange in the society. The digital development and utilization of interpersonal relationships and interactions by the platforms have made sociality a defining feature of communication activities. The iteration of technology drives shift in the essence of communication, which has given rise to a new communication paradigm and brings changes in all elements of the communication process. Its manifestation includes planning communication and related activities based on the sociality mindset. Social media platforms conduct the operation based on the psychological needs of human interactions, establish their media logic, user logic, and platform logic, and build their operational systems on this basis. Facing the reality of ongoing digital and technological changes, mainstream media need to integrate with other fields by adopting the design method of platform system in their systemic transformation, and they can draw insights from three key mechanisms: datafication and self-optimization, content customization, and selection mechanism. Mainstream media should pay attention to the value of all actors on the communication chain by adopting a platform mindset and prioritize the social interaction needs of users. They should strengthen sociality service functionalities and mechanisms to expand user bases, provide high-quality news content products to increase user engagement, and leverage information source and distinctive strengths to increase the efficacy of customized news delivery and mass communication.
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基本信息:
DOI：10.16524/j.45-1002.2025.02.005
中图分类号:G206
引用信息:
[1]陈龙.平台社交属性：媒体系统性变革的一个参照系[J].学术论坛,2025,48(02):138-148.DOI:10.16524/j.45-1002.2025.02.005.
基金信息:
国家社会科学基金重大项目“人工智能技术背景下算法传播的中国本土理论体系建构研究”（23&ZD214）; 苏州大学新型城镇化与社会治理协同创新中心资助项目（AS114212）