华北水利水电大学学报（社会科学版）

情感类营销自媒体以情感为主要传播内容，遵循资本化商业逻辑，将受众的情感需求和情绪反应转化为自身的影响力与商业利益。在数字时代，情感类营销自媒体已成为塑造社会心态、影响社会情绪的重要因素。然而，部分情感类营销自媒体存在话语失范行为，其通过虚假营造“真实感”,并以极端化、片面化的叙事取悦受众，潜在地引发社会秩序危机。在资本驱动、话语权力失衡及情绪传播机制的共同作用下，情感类营销自媒体的话语失范衍生出信息安全、网络舆情和线下冲突三重风险。对此，应遵循过程性治理逻辑，构建“预防—控制—处置—恢复”全周期动态治理机制，以规制情感类营销自媒体的话语失范行为，降低其潜在风险，从而维护数字时代的社会秩序。

Emotional marketing self-media takes emotion as the main communication content, follows the capitalized business logic, and transforms the emotional needs and emotional reactions of the audience into their own influence and commercial interests. In the digital age, emotional marketing self-media has increasingly become a key force in shaping public sentiment and influencing social mood. However, discourse disorder behavior in emotional marketing self-media pleases the audience by creating a false sense of reality and extremes, potentially triggering a social order crisis. Under the operating mechanism of capital-driven, unbalanced discourse power and emotional communication, discourse disorder behavior in emotional marketing self-media has brought a series of risks, including information security risk, network public opinion risk and social conflict risk. In this regard, we should follow the logic of process governance and regulate the discourse disorder of emotional marketing self-media by establishing a dynamic, full-cycle mechanism of “prevention—control—response—recovery”, so as to reduce its risks and safeguard the social order in the digital age.