移动互联网社交与突发公共卫生事件科普 ——新冠肺炎疫情期间“微信头像戴口罩”现象探究

Mobile Internet Socialization and Public Health Emergencies：A Studyon the Phenomenon of“Wearing a Mask on WeChat”during theEpidemic of COVID-19

中文关键词: 突发公共卫生事件 科学传播与普及 新型冠状病毒肺炎 社交媒体头像 自我呈现

英文关键词: popularization of public health emergencies  science communication and popularization  COVID-19  social media avatars  presentation of self

中文摘要:

      从自我呈现的理论角度出发，以新型冠状病毒感染肺炎疫情期间，网民为自己的微信头像戴口罩这 一现象为案例，用深度访谈的研究方法，对社交媒体头像使用背后的自我呈现策略进行分析，发现用户在社 交媒体中自我呈现动机主要为传播信息、自我满足和身份认同。在突发公共卫生事件的信息传播中可以充分 利用社交媒体用户的自我呈现动机，以达到科学传播与普及的目的。

英文摘要:

      Based on the theory of self-presentation，this article took as a case the phenomenon of Internet users wearing a mask on their WeChat avatar during the COVID-19 epidemic，and employed in-depth interview research methods to explore the motivation of self-presenting behind the use of social media avatars. It has been found that users’motivation for self-presentation in social media is mainly related to dissemination of information，self-satisfaction，and identity. In the case of information dissemination of public health emergencies，social media users’self-presentation motivation can be fully applied to achieve the goal of scientific communication and popularization.