抖音平台热点事件中的情感动员与抗争实践——以公众文案接力传播现象为例

Emotional Mobilization and Resistance Practices in Hot Events on Douyin Platform—A Case Study of the Phenomenon of Public Copywriting Relay Communication

摘要: 短视频平台的发展为热点新闻事件的发酵及公众情感的表达与传播提供了新的场域，其媒介影响日益复杂。在抖音短视频平台上，随着热点事件的发酵，频繁涌现出“文案 + 热点事件”形式的传播现象。这些煽情且富有感染力的文案极大调动了公众的传播积极性，使得热点事件在情感驱动下病毒式传播，逐渐形成社会性情感的舆论高潮，甚至引发声讨式的情感抗争。本文从“情感动员”和“情感抗争”的视角探讨了抖音平台上公众基于情感表达的文案创作及其引发的集体情感共鸣与传播现象。文章分析了这一现象的主要成因，包括平台构建的情感互动空间、煽情文案激发的集体情感体验、与社会生态相契合的情绪表达以及社会矛盾激化下的情感动员。同时，本文还探讨了这一现象的影响，如共情能量推动下的舆论热度提升、事件解决的倒逼效应以及情绪极化下抗争意义的消解。

Abstract: The development of short video platforms has provided a new field for the fermentation of hot news events and the expression and dissemination of public emotions, and its media influence has become increasingly complex. On the Douyin short video platform, with the fermentation of hot events, the communication phenomenon in the form of “copywriting + hot events” has frequently emerged. These sensational and contagious copywriting greatly mobilized the public’s enthusiasm for communication, making hot events viral under the drive of emotion, gradually forming a social emotional climax of public opinion, and even triggering a condemnation-style emotional struggle. From the perspectives of “emotional mobilization” and “emotional struggle”, this paper discusses the public’s copywriting based on emotional expression on the Douyin platform and the collective emotional resonance and communication phenomenon it triggers. This paper analyzes the main causes of this phenomenon, including the emotional interaction space constructed by the platform, the collective emotional experience inspired by sensational copywriting, the emotional expression in line with the social ecology, and the emotional mobilization under the intensification of social contradictions. At the same time, this paper also explores the impact of these phenomena, such as the increase of public opinion heat driven by empathy energy, the reversal effect of incident resolution, and the dissolution of the meaning of protest in the context of emotional polarization.