传播视域下盖章打卡现象的多维探析与省思

A Multi-Dimensional Analysis and Reflection on the Phenomenon of Stamp-Collecting Check-In from the Perspective of Communication

摘要: 文章聚焦盖章打卡这一新闻传播学业界新现象展开多维探析。在文献梳理上，当前关于传播学视角的研究较少，多集中于旅游和文化场馆方面，虽能提供一定借鉴，但对新闻传播领域的问题探讨不足。从传播学视角探讨盖章打卡现象可通过符号互动理论、传播仪式观、群体动力学理论及使用与满足理论进行阐释，该现象具备社交性、仪式性、传播性、主题性等特征，并且“盖章打卡热”兴起源于社交媒体推动、受众多重心理需求及商业营销考量。不过，悄然滋长的乱象让集章打卡变了味，存在信息过载与注意力分散、同质化与单一化、社交压力与攀比心理、隐私泄露与数据安全隐患等风险。基于此，建议优化信息筛选与智能推荐、挖掘文化并创新形式、引导健康社交与理性参与，旨在推动盖章打卡行为朝着健康、理性且富有内涵的方向发展，使其在信息传播与文化交流中发挥积极作用。

Abstract: This paper conducts a multi-dimensional analysis of the new phenomenon of stamp-collecting check-in within the field of journalism and communication. In terms of literature review, there are currently few studies from the perspective of communication, and existing research mainly focuses on tourism and cultural venues, which can provide some references but are insufficient in addressing issues in the field of journalism and communication. Exploring the stamp-collecting check-in phenomenon from a communication perspective can be explained through theories such as symbolic interactionism, ritual view of communication, group dynamics theory, and uses and gratifications theory. This phenomenon has characteristics such as sociality, ritualism, communicativeness, and thematization. The rise of the “stamp-collecting check-in craze” is driven by social media promotion, multiple psychological needs of the audience, and commercial marketing considerations. However, the emerging chaos has distorted the original meaning of stamping and checking in, presenting problems such as information overload and attention dispersion, homogenization and simplification, social pressure and competitive mentality, as well as privacy leakage and data security risks. Based on this, it is suggested to optimize information filtering and intelligent recommendation, explore culture and innovate forms, and guide healthy social interaction and rational participation, aiming to promote the development of stamping and checking in behavior towards a healthy, rational, and meaningful direction, and enable it to play a positive role in information dissemination and cultural exchange.