Research On Empathy Strategies Of Hero Texts In Public Communication

In the era of media convergence,the number of traditional positive character reports is on the decline,and the perfect positive character reports can no longer adapt to the current “all-media” ecological environment.General secretary Xi Jinping has repeatedly stressed that in the new era,we should take advantage of the advantages of mobile media,occupy the commanding heights of public opinion led by mainstream values,and create a clean and healthy network environment.At the same time,a number of outstanding positive energy video was widely spread on social media.For example,the topic of sina weibo "warm video" has been read 3.27 billion times and discussed 913,000 times.Under this topic,the short video about altruistic behaviors uploaded by mainstream media,we-media and individual users is full of warmth and positive energy,and users feel empathy for the "heroes" in video,thus strengthening the pro-social psychology.CCTV "news broadcast" New Year go grassroots series report is also constantly innovative,some excellent news clips in the form of short video in various social media widely spread.In the research on positive character report,the innovation of positive character report has always been a research focus,but it mainly focuses on description,analysis and summary of experience.Empathy,a psychological factor,as the entry point,and People's Daily microblog,a social media representative of mainstream media,as an example,this study uses text analysis and content analysis to explore how users can confirm and strengthen pro-social values through empathy with characters in videos in the process of viewing hero texts.Thus,the communication strategies of hero texts in the new era are obtained.This study summarizes the empathy strategies of hero texts from the perspectives of empathy object,emotional expression and prosocial behavior.And the study found that the empathy strategies of the hero texts of People's Daily has the following characteristics: to create professional heroes;presenting the perfect flat heroes;setting a civilian example with inner strengths;to create a sense of presence through subtitles and a live environment;to convey positive emotions;cognitive empathy and affective empathy both play a role;to trigger empathy by contradiction and conflict;prosocial behavior is motivated by a sense of responsibility at great cost.In addition,the study put forward some suggestions.