传统新闻机构对社交媒体的控制及其影响:基于对国外30家机构内部规范的分析

Traditional News Organizations' Control of Social Media and Its Impact on Journalism:Based on Analysis on Social Media Policies Made by 30 Foreign News Organizations

本文利用NVivo软件对30家国外传统新闻机构的社交媒体规范文本进行了质性分析。结果显示,国外传统新闻机构通过严格控制新闻工作者在各种场合对社交媒体的使用,将社交媒体限制在传统新闻伦理和新闻生产方式之内,试图以此维持自己在新闻活动中的中心和正统地位。这与社交媒体开放性与参与性的特点存在矛盾,将有可能导致新闻机构和新闻工作者陷于困境。本文还分析了国外新闻机构对社交媒体进行控制的原因,以及为应对社交媒体而改变新闻生产社会控制方式产生的弊端,并给出了分析结果对我国的借鉴意义及研究存在的不足。

With Nvivo, the qualitative analysis is done on social media policies made by 30 foreign news organizations. The results show that news organizations restrict social media in traditional journalism ethics and traditional methods of news production by strictly controlling the journalists＇ utilization of social media in all kinds of situations which is the way they used to make themselves center and legitimacy in journalism activities. Besides, news organizations＇ social media policies will bring incompatible tensions with open and participatory nature of social media, which may lead news organizations and journalists dilemmas. The reasons are proposed which make news organizations control the use of social media. Both change in social control of news production with social media and its shortcomings are analyzed. The implications of the results to China and the limitations of the research are also given.