突发事件中传统媒体沟通党媒意见与网上舆论的进路研究——基于“什邡事件”的实地调研分析

The approach for traditional media to communicate Party media and online public opinion field in emergencies:Based on field research of "Shifang event"

中国正经历社会变迁之痛,突发事件频发,每一起重大突发事件都夹杂着党媒意见与网上舆论的激进博弈和对撞。笔者选取"什祁事件",以大样本实地调研和深度访谈为基础,并进行了数据统计分析。分析发现,为建构自身表达空间,争夺"场域中力量的构型",高度分野与对撞成为突发事件中两者沟通的显著表征。从社会认同理论视角看,传统媒体报道风格的固化,报道信息的真空以及报道框架的极化引致了党媒意见与网上舆论之间的自动区隔、横向比较以及偏见冲突,是两者沟通失范的症结所在。失范的原因还在于两者之间缺乏一种具有平衡和对接意义的共通感,因此有权威性的传统媒体理应从认知和情感等维度构建共通感,以期调试和弥合突发事件中两者的沟通罅隙,进而一定程度上弱化突发事件发生的强度和频度。

China is experiencing the pain of social change and had frequent emergencies. Every major emergency mixed together with the aggressive game and hit between Party media opinion field and online public opinion field. This article included an empirical research and in-depth interviews based on Shifang event. The result shows that in order to construct the expression spaces and strive for ＂configuration of strength in the field＂, the high degree of distinction and collision become the significant characterization of the communication between two opinion fields in emergencies. According to the view of social identity theory, the curing style and vacuum information with polarized in traditional news reports incur the segmentation, horizontal comparison and conflicts between two opinion filed, which is the sticking point of communication anomie in two opinion fields. These two fields lack of common sense with balance and docking meaning, therefore, the traditional media with authority should build the common sense from the dimensions of cognitive and affective community belief between two opinion fields in emergencies. Also, it can weaken the strength and frequency of emergencies to some extent degrees.