摘要
以"垃圾治理"议题微信公众号L为个案,通过内容分析、参与式观察、深度访谈等方法,从表征、互动、结构三个维度考察另类媒体如何进行"绿色话语"生产与"绿色公共领域"建构。研究发现:首先,在新媒体所提供的生存空间中,L运用多种传播策略,搭建了一个以"零废弃"为核心的民间垃圾治理"广播室",与秉持"焚烧"理念的官方垃圾治理话语体系形成对峙。其次,通过"报道推送"与"活动举办"两条路径,L实现了"线上"与"线下"绿色公共领域的初步建构,但因其中政府、企业、技术专家、主流媒体等重要利益相关者缺席,导致L尚未在"权力-技术共同体"与"权利-民主共同体"之间架起稳固的沟通桥梁。最后,L的存续面临来自外因和内因的促进与制约,其未来发展趋势如何,能否在垃圾治理中做出更多贡献,还有待时间予以检验。上述发现一方面有助于理解我国环境传播中的多元声音,优化环境沟通策略,培育环境公民社会;另一方面,以之为窗口,可透析我国垃圾治理背后的社会网络及利益相关者间角力,为突破垃圾困局提供参考。
With the case of ＂trash issue＂ WeChat official account L, through the content analysis, participant observation, in-depth interviews and other methods, the paper examines how the alternative media carries out production of ＂green discourse＂ and ＂green public sphere＂ from three dimensions of representation, interaction and structure. The study finds that firstly, in the living space provided in the new media, L uses a variety of communication strategies to build the ＂broadcasting room＂ of the folk waste management with the core of ＂zero waste＂, which forms the confrontation with official discourse system which upholds the principle of ＂burning＂ in waste management; secondly, through two paths of ＂report and notice＂ and ＂holding activities＂, L realizes the preliminary construction of ＂online＂ and ＂offline＂ green public areas, but due to the fact that technical experts including government, enterprises, mainstream media and other important stakeholders are absent, there is no solid bridge between the ＂power-technology community＂ and ＂right - democratic community＂ ; finally, the existence of L is faced with the promotion, and restriction from external factors and internal factors, and its future development trend and whether it can make more contributions in the garbage disposal remain to be tested. These findings contribute to the understanding of a multi-sound propagation environment in China, and help to optimize the environment of communication strategies; on the other hand, the struggle between the social network and stakeholders behind China＇s waste management can be analyzed with L, which provides a reference for the breakthrough of garbage predicament.
作者
谭爽
任彤
TAN Shuang REN Tong
出处
《中国地质大学学报（社会科学版）》
CSSCI
北大核心
2017年第4期78-91,共14页
Journal of China University of Geosciences(Social Sciences Edition)
基金
国家社科基金青年项目"城市垃圾危机视域下环境治理政社协同的场域
机制与路径研究(17CGL038)
关键词
另类媒体
环境传播
绿色话语
绿色公共领域
垃圾治理
alternative media
environmental communication
green discourse
green public sphere
waste management
