媒介近用权及消息来源对政府调控新媒体的影响——以汶川大地震为例

The Effect of the Right of Access to the Media and Source Attribution on the Government Controlled New Media——Taking "Wenchuan Earthquake" as an Example

在新媒体背景下,政府与一般民众在新媒介近用权和消息来源方面的博弈呈现显著变化,对政府调控新媒体的理念和策略提出了挑战。通过对代表政府和民间的两大互联网论坛——"强国论坛"和"天涯社区"在"5.12汶川大地震"后开设的"抗震救灾论坛"和"汶川地震"专版的量化分析,指出新媒体接近使用权和消息来源对政府调控新媒体的影响表现在三个方面:其一,网络时政论坛日益具有公共领域特征,促使新媒介接近使用权发生下移和反转;其二,网络论坛激发网民的主动参与和意义建构,进而带来新媒体和消息来源的变化;其三,网络论坛改变了传统宣传控制模式,由此带来政府调控新媒体的理念和策略变化。作为"民主的沟通"的公共关系,可以在新媒体的源头和管道上,为政府提供新媒体"接近使用权"和"消息来源"的策略性调控理念和对策,从而优化和完善政府的新媒体管理系统。

In the new media context, the game has shown significant changes between the government and the general public on the right of access to the media and news sources. The article takes Wenchuan Earthquake as an example, and analyzes the two representative forums-＂ Earthquake Relief Forum＂ and ＂Wenchuan Earthquake＂ from ＂Powerful Country Forum＂ and ＂Tianya. cn＂ which are on behalf of the Government and civil society. The results of the research show that the effect of the right of access to the new media and source attribution on the government controlling new media as below. firstly, the network current affairs forum feature increasingly in the public domain to promote the right to use the new medium,close down and the reverse occurred ; secondly, online forums to stimulate the active participation of users and the construction of meaning and further to bring the new media the source of the change; thirdly, web based forum has changed the traditional propaganda control mode, and then results in the government control of new media concepts and strategy for changes. Public re- lations as a ＂democratic communication＂ could focus on the sources and pipelines of new media,and supplies government new concepts and methods of strategic control on the right of access to the media and news sources. Therefore, it＇s necessary to optimize and improve the government＇s new media management system.