试论媒介融合视域下中国“政员微博”的兴起及其发展模式

Study on Uprising and Developing model of Chinese Government Officials' Microblogs ——Perspective of Media Mergence

媒介融合作为政治民主化、经济全球化、社会信息化的必然发展趋势,对当代的社会生活都产生了巨大的影响。随着日益强化的"三网融合"的全媒体时代的到来,"微博现象"已成为互联网中不可或缺的一部分。而"政员微博"作为微博队伍中重要的一支,越来越彰显其特有的价值。与传统传播渠道相比,"政员微博"具有独特的优越性。在"双向性互动",去"中性化受众"以及作为新兴的传播工具无疑具有重大的意义。但"政员微博"也存在着不足,加强"政员微博"中主体和客体的媒介素质,并形成一种替代传播模式,即"信源—媒介—信源",应成为引导"政员微博"的健康发展的方向。

As an inevitable result brought about by political democratization,economic globalization and social informatization,media mergence has played a significant role in contemporary social life.With the advent of whole-media era featuring more powerful integration of the three nets,microblogs have become an indispensable player on the internet,and government officials' blogs as one of the components are getting more important.Compared with traditional channels of mass transmission,the officals' mircroblogs possess unique advantages like dual-directional interaction and audience neutralization etc.Yet there are still problems.Thus it is necessary to upgrade participants' media qualifications and adopt the model of message source – media – message source as the alternative approach to direct them to go in the course of healthy development.