合作共赢:社会组织与媒体的互动模式研究

Win-Win Cooperation:Model of the Interaction between Social Organizations and Media

社会组织与媒体有着天然的联系。作为信息采集机构,媒体很多时候需要依赖社会组织提供的权威信息,需要社会组织的参与性合作。社会组织也需要媒体的宣传和监督。两者之间的合作不仅是互相需要的结果,在价值立场、组织目标上,也有着共同的合作基础。社会组织与媒体的互动模式主要有三种:合作互惠模式、危机公关模式、监督对抗模式。社会组织与媒体的互动模式究竟采用哪一种类型,取决于一系列的变量,这其中最为重要的是社会组织本身的类型、背景及拥有的社会资本。社会组织对媒体的依赖程度与社会组织的行政级别、所拥有的行政资源及社会资本呈负相关。在当下中国的现实环境中,中国的社会组织与大众传媒形成了一种共生关系,两者在社会生态系统中占据了不同的生态位,只有优势互补,才能实现合作双赢。

The social organization is a natural link with the media. As information collection agencies, the media often need to rely on society organizations to provide information. On the other hand, social organizations also need media publicity and supervision. The basis of cooperation between the two reflects not only interests but also common values and organizational goals. There are three interaction modes between social organizations and media： the first is the mutually beneficial cooperation mode; the second is the crisis public relations mode; the third is the versus mode. Which mode of interaction can be adopted depends on the number of variables, of which the most important factor is the type of social organization, the background and ownership of social capital. Dependence on the media of social organization is negatively correlated with its administrative resources and social capital in the current reality. China＇s social organizations and mass media form a symbiotic relationship and in social-ecological systems occupy a different niche. Only through integrating complementary advantages, win-win cooperation can be achieved.