移动社交媒体传播风险管理研究

Risk Management of Mobile Social Media Communication

以微博和微信为典型代表的移动社交媒体历史性登场,蕴藏着诸多传播风险;从微博的风险扩散机理看,主要基于"病毒裂变式"传播机制、简化表达机制和多节点结构,微信的风险化解机制比微博更弱;典型的传播风险包括国家治理风险、社会信任风险和个人隐私风险等;解决问题的关键是铲除传播风险的酿成土壤,构造风险防范的多元参与机制,发挥法治和德治的合力作用,通过加强传播风险管理实现秩序化。

Micro-blog and We Chat,as typical mobile social media,bring several kinds of communication risk.The risk diffusion mechanism of Micro-blog is maily based on the ＂virus fission＂mechanism,the simplified expression mechanism and multi-node structure,and the risk resolution of We Chat is weaker than that of Microblog. Typical communication risks include national governance risk,social trust risk,personal privacy risk,and so on. The key to solving the problems is to eradicate the source of risk,construct plural participation mechanism and promote the integration of the rule of morality and law,and strengthen the communication risk management to achieve the order.