With 5g、Web3.0 and Yuan Universe and other technologies iterative development，The medium is embedded in human society in a new way of connection，Society also deconstructs and reconstructs according to media logic。Some scholars think，The development of current science and technology has far surpassed the thought of this era，It is difficult for researchers to grasp its direction as a whole。In the social field，Modernity also brings the tranquility of philosophical thoughts，And this reason comes from the loss of the ultimate value of people and society。In the field of discipline，Analysis of single facts and technical analysis and argument，Can't reflect the energy of people as the subject，For example, the mind of a person、Instinct for consciousness and behavior practice。

Further talk，In the past, the public spreading the coarse research paradigm and framework could not facing the new social scene、The evolution of the media and the "individual" in it fully explained。As the Internet as a high -dimensional medium, the traditional mass society has been decided，Social cracks that were originally based on institutions as the main body were "telual" society with individual operation subjects。New Communication era，Individuals who have been annihilated in the public society are gradually discovered，With self -personality、Individuals of endowment gradually become the subject of behavior in online society。From this，A large amount of neglected micro Bet365 lotto review -content、Micro -bourgeois sources and micro forces can be activated and mobilized。Internet society，Under the leadership of individuals and groups，crowdsourcing production、Knowledge Economy、Live and cargo and other phenomena are endless，It constitutes a new landscape。Under the new communication field，Individuals evoke the subject elements as the basic unit of communication、Border and Research Study in the Study Formula，This reconstruction is reflected in the new thinking steering of the discipline and the construction of the dimension。

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In terms of thinking steering，Follow the logic of the role of technology，At the same time, you also need to realize the subjectivity of the person behind the technology。So，Communication research needs to be based on the development of media technology，Follow the development of people and society，Return to the real human mind。but but，The current dilemma of communication is from the attributes of its horizontal discipline，Reconstruction of Communication needs to break the past topic orientation，Find the common reference point of research in various fields，Make it the key to the "connection" of each element in the construction of the communication discipline。From this point of view，Although there are different research topics in various fields，But the common thing is that the relationship between social phenomena and individuals and individuals belongs to the group。Marx and Engels also think，"Social structure and the country always produced from a certain personal life process"。From this，Personal is the main body of material production and spiritual production，The realization of personal Bet365 app download value needs to be continuously eliminated by 桎梏，Go towards the direction of freedom and rationality。

In the context of communication，The behavior of a person is displayed，It is an important indicator for considering the effect of communication。Individual communication behavior can represent its psychology、Emotional、Attitude and social relationship。At the same time，Human behavior is also the foundation and strength of social structure，Individual behavior represents personal mind、imagination and behavior freedom; social behavior practice is generated from individual behavior，Reflecting the relationship between the circle、Power structure and value orientation。But，The interpretation of the individual behavior of the communication still stays in the feedback stage of effect research，The measurement of the results of the behavior ignored the relationship between the people and the medium of the people and the human and the environment in the digital communication。So，Unexpectedly need to re -think and explain the behavior of people in the dissemination field。

　　"Behavior" promotes the reconstruction of communication

The important inspiration of behavioral science for communication science is，"Behavior" is not only a study of human specific practical behavior，It's still a kind of history、Thinking in function and situation。Research on behavior in the history of communication，I also experienced behavioralism、Development of the terrible interactive model from the behavior field to Ban Dura。but but，The current communication is no longer the behavior of being isolated "social framework" and "technical car" in the past，but an important theoretical category of unified personal and media environment。

Bet365 app download Starting from the attributes of behavior in behavioral science，Communication behavior presents related to、Dynamic、High -dimensional Features。Specifically，We position the category of "behavior" as key nodes that connect people and the environment，"Behavior" is both an external social factors、The embodiment of the technical factors and the communication environment，It is the individual's internal mind、Cognition、Comprehensive reflection of attitudes and emotions。At the same time，Behavior also affects people's minds、Technical development and media environment，A characteristics of people in the dissemination environment，Give full play to the interaction of people and the environment。Take immersive communication as an example，VR and other media forms transcend the traditional media confession，Further to the user's mental model、Effects of space cognition and social behavior，​​And the user’s behavior has also become the focus of the media and environmental interoperability。

　　Research orientation and key issues of behavioral communication

Different from the previous interdisciplinary borrowing type，The interdisciplinary construction of behavioral science and communication science emphasizes the study of discipline integration，Realization of the maintenance and reconstruction of the boundary of the discipline。This disciplinary reconstruction of dimension and dimension uses the category of "behavior" as a common reference point for communication and other disciplines，Unified behavior science、Cognitive neuroscience、Calculation science、Information Science、Anthropology and other disciplines，It includes a variety of emerging Bet365 app download research paradigms。"Behavior" category becomes a "real" individual in digital communication，and become the "public territory" that interacts with other studies。

In terms of research aspects and key issues，Research objects of behavioral communication can be roughly divided into three categories: individuals in dissemination、Communication behavior and media environment。In terms of theoretical radius，Performability in the vision of ecological psychology is the relationship between the body and the environment，Emphasizing the relationship between technology and participants，Corresponding to the relationship between the communication behavior。

Start from the individual，Interaction between individual and media environment and communication behavior includes cognitive supply and perception of social supply。This kind of confession emphasizes the cognitive ability behind individual behavior，and the mind embedded in the entire relational situation、Body and Culture, etc.。Media -mediated society，Cognitive users have cognitive media and society、Emotional and value requirements，Further proactively actively conduct media communication。

In the media environment，Technology has become a mutant power factor that promotes the development of the media system，It is mainly reflected in the technical confession and social confession。The medium is directly or potential，Through technical confession, influence personal cognition and communication behavior。Now，Although the algorithm in the platform media does not provide the user's direct interactive interface，but conceally affect user behavior and social structure，If Twitter has increased its characters from 140 bet365 live casino games words to 280 words in 2017，Caused changes in user communication。So，In subsequent empirical research，Communication behavior affects the individual and media environment as an independent variable，It is also an individual perception、Cognition、Find variables of attitudes and intentions，and shaped by the media environment。

When personal behavior in analyzing reality or virtual environment，Actual Economics "Behavior" assumption (that is, limited rationality、Limited Religious and limited willpower) has a certain enlightenment for the current communication research。Generally speaking，The nerve mechanism of personal dissemination can be from personal decision -making、Analysis of decision -making preferences and behavioral consequences。"Actance" assumes that replacing the "rational person" hypothesis，Analysis of group behavior requires both the emergence of technical self -organized behavior，You also need to see group polarization formed by non -logical content and emotional infection。

Speaking，The scale of a person is to judge future communication form、Value Code of the Communication Rules，Follow the people -oriented development logic，Personal digital communication behavior under the transformation of the media is the key to reconstructing communication。Behavioral Communication Base Points with individuals as a discipline，The common reference point of "behavior" as the common reference point of research in various fields，VIA builds a multi -disciplinary and theoretical paradigm for the construction of a multi -disciplinary and interdisciplinary interdisciplinary，Greed the vertical and horizontal latitude of communication。Keeping open eyes at the individual's diversity Bet365 lotto review and complexity of the changes of the times，Constantly exploring freedom、The ultimate value of equality and rationality，Proposal to support the public value commitment of communication science。

　(Author Unit: School of Journalism and Communication, Beijing Normal University)