摘要
新媒体时代,媒体议程、公众议程与政策议程的互动关系发生改变,传统的媒体议程设置理论可能不再适用。本文以PM2.5事件为例,探究网民如何借助自媒体进行议程设置,并推动公共政策的形成。通过对该事件自媒体议程设置过程中4名关键意见领袖的187条新浪微博进行文本分析,本文归纳了自媒体议程设置过程的主要特征,并提出自媒体议程与政策议程互动的新的"对话"路径。网民主要通过普及知识、表达态度、发起行动三种工具进行自媒体议程设置,名人、活跃者、普通网民所采纳的自媒体议程设置工具不同、影响力具有不均等性,但是,自媒体的社交功能将网民凝结成一个覆盖广泛、沟通即时的自组织系统,共同推动政府形成公共政策。不同于传统媒体议程,自媒体为公众开辟了一个主动的、自发的与政策制定者直接对话的路径,使公众议程能够更直接、更迅速地影响公共政策的形成。通过自媒体议程制度化,可能实现公共政策对公众诉求的及时回应和良性互动。
The new media age sees some changes of the interaction among the public agenda,the media agenda and public policy. The traditional media agenda setting theory may no longer apply the situation of new media era. The objective of this paper is to investigate the Internet users' participation in the formation of public policy through We-Media agenda setting,taking the PM2.5 event as an example. Based on the text analysis of187 sina microblogs of four key-opinion leaders in PM2.5 We-Media agenda setting,this research summarized the formulation of We-Media agenda and the influence of We-Media agenda upon the government,which the 'dialogue path' between We-Media agenda and public policy. The analysis,based on supply literature,reveals that the Internet users conduct We-Media agenda setting with three tools,which are universal access to knowledge,the expression of attitudes,and self-initiated actions. Celebrities,active users and ordinary users,with different influences and ability of information transmission,adopted different tools in the process of We-Media agenda setting. However,refers to the social network function of We-Media,a self-organized system is formed with a wide coverage of Internet users,communicating instantly,and jointly promoting the formation of the government public policy. Unlike traditional media agenda,since the We-Media has opened up an active,spontaneous path of direct dialogue to policy makers,the public agenda will influence the formation of public policy more directly and more quickly. The key limitation of the study is that it focuses mainly on the We-Media agenda setting,which makes it difficult to generalize the relationship between the We-Media agenda and mass media agenda. Expanding on the previous theoretical framework,this study draws on the dialogue path of We-Media agenda and public agenda,illustrating that by institutionalizing the We-Media agenda setting,the public policy may achieve a timely response to public demands and positive interaction.
出处
《公共管理学报》
CSSCI
北大核心
2016年第2期14-22,153,共9页
Journal of Public Management
基金
国家社会科学基金重大项目(15ZDA039)
关键词
自媒体
议程设置
意见领袖
We-Media
Agenda Setting
Opinion Leaders
