执政党掌握网络媒体话语主导权刍议

Discussion on the Ruling Party's Dominant Role in Control of Network Opinions

互联网络所具有的全球性无障碍传播功能,一方面为执政者扩大自身影响力、展示自身形象提供了一个前所未有的便捷通道;另一方面又使执政者的媒体话语主导权受到极大的削弱。执政者要掌握并巩固网络媒体的话语主导权,像对待传统媒体那样采取“堵”、“防”,甚至“封杀”的手段,只是下策。惟有顺应潮流、因势利导,才能更好地主导网络舆论。

Internet has the global transmitting function without any barriers, which unprecedentedly provides a convenient access for the officials to extend their influence and display their own image on the one hand and awfully weakens the ruling party's dominant role in controlling public opinions on the other hand. Those methods as “blocking”, “preventing”, and “forbidding” adopted in treating the traditional media are totally wrong. If the party in office wants to hold and enforce its dominant role in controlling the Internet opinions, it should take the advantage of the situation, conforming to the historical trends.