新媒体时代传播者与受众互动的政治效应研究——基于对热点舆情事件的分析

Political Effects of the Interaction Between Disseminator and Audience in the New Media Age——Based on the Analysis of Hot Events

新媒体时代下,信息传播与舆论回应在不同程度上均呈现出了新特点,信息发布、扩散的过程,也是公众有针对性讨论的过程。传播者的信息发布意图与信息经传播后所产生的社会效果在客观上表现得不尽一致,由此现象出发,以传播者的主观动机与产生的客观社会效果为两个维度,区分出传播者与受众互动政治效应的四种模式:主观公益正效应、主观私利正效应、主观公益负效应、主观私利负效应,选取并详细分析了有代表性的4个热点舆情事件以一一佐证四种模式。在此基础上,提出了完善新媒体时代下传播者与受众互动的若干对策性建议。

In the new media age, information dissemination and public opinion responses have presented new characteristics in some degree. The public is beginning to discuss the information while it is being released and spread. With the dis- semination of information, disseminator＇s intention is not always consistent with the objective social effects. From two dimensions of the disseminator＇s subjective motivation and the objective social effects, the paper identifies four modes of political effects of the interaction between disseminator and audience： positive effects of subjective public welfare, positive effects of subjective self-interest, negative effects of subjective public welfare, and negative effects of subjective self-interest. It selects and makes a detailed analysis of four typical hot events to give proof of the four modes. Based on the above, it puts forward some suggestions to improve the interaction between disseminator and audi- ence in the new media age.