突发公共卫生事件官方媒体报道的隐喻架构分析——基于SARS和H7N9疫情报道语料

An Analysis of Metaphors and Frames in Official Media Reports of Public Health Emergencies

本研究基于120篇SARS和H7N9官方媒体报道语料,旨在考察突发公共卫生事件中官方媒体疫情报道的隐喻架构特点与实效。研究发现:(1)两种疫情初期媒体均使用了神秘生物体隐喻,其激活的恐惧架构在一定程度上加剧了公众的恐慌。疫情中后期媒体使用的战争隐喻、比赛隐喻,以及激活的集体架构、责任架构、信仰激励架构等有助于增强公众抵御疾病的凝聚力;(2)两种疫情报道存在同一隐喻不同频率、同一架构不同重点、同一目的不同架构的差异,显示十年间官方媒体应对突发事件日趋专业;(3)隐喻建构意识形态,架构将话语与价值观相联,媒体在思维操纵中实现交际目的。因此,隐喻架构的使用应增强受众意识,与社会心理需求和价值观相契合,以提高舆情应对的媒体公信度与实效。

This paper aims to make an analysis of metaphors and frames,as well as their corresponding discourse characteristics and effects in the official media reports of public health emergencies,based on SARS and H7N9 avian influenza( 120 reports in total). It is found that:( 1) The main similarities in two epidemic reports lie in that the MYSTERY metaphor and HORROR frame were used,which aggravated the early public panic to some extent. The WAR metaphor,RACE metaphor and related COLLECTIVE,RESPONSBILITY and INCENTIVE frames were used later to strengthen national cohesion that contributed to defending disease.( 2) The Differences are: 'different frequencies of the same metaphor','different focuses in the same frame','different frames with the same aim',which illustrated that the media was much more mature and professional in the face of public emergencies.( 3) It is revealed that in official media,the expected communication goals are usually achieved through mental manipulation by using metaphors that carry ideology con-struction and frames that highlight deep values in discourse. Correspondingly,future use of metaphors and frames are supposed to fully consider audiences' psychological needs and deep values,to improve media credibility and discourse effects in response to public opinion of public health emergencies.