论政务新媒体的语用特征与语用关系

On Pragmatic Features and Relations of New Media in Government Affairs

政务新媒体指政府利用新媒体工具开展政务工作的新媒体平台。由于语用主体、媒体工具、传播内容、受众对象等的特殊性,政务新媒体产生了诸如语境构成的复杂性、语用手段的多样性、语用效果的广泛性、语用过程的互动性、语用内容的动态性、受众阅读的自主性等语用特征,并与新媒体传播的特点构成了以下诸多关系:语用主体的权威性与新媒体传播的亲和力关系、语用主体的特殊性与新媒体传播的交互性关系、语用方式的多模态性与新媒体传播的可选择性关系、言语内容的政务性与新媒体传播的可读性关系、语用途径的多平台性与新媒体传播的互补性关系、话语内容的新闻性与新媒体传播的对话性关系、政务语言的生动性与新媒体传播的社群化关系、政务语言的严肃性与新媒体传播的微政务生态关系。要使政务新媒体得到良性发展,我们必须注意其语用特征,关注并着重处理好上述八大语用关系。

New media in government affairs refers to the new media platform where government carries out its work through new media tools. The particularity of pragmatic subjects,media tools,communication content and target audiences leads to the emergence of pragmatic features of new media in government affairs,including complex context,diverse pragmatic means,extensive pragmatic effects,interactive pragmatic processes,dynamic pragmatic contents and independent audiences. Its combination with the features of new media communication constitutes various relations,covering the relationship between the authority of pragmatic subjects and the affinity of new media communication,the relationship between the particularity of pragmatic subjects and interconnectivity of new media communication,the relationship between diverse modality and selectivity of new media communication,the relationship between government-related speech content and readability of new media communication,the relationship between diverse platforms of pragmatic means and the complementarity of new media communication,the relationship between novelty of speech content and interaction of new media communication,the vividness of government language and socialization of new media communication,and the relationship between the seriousness of government language and micro- government- affairs ecosystem of new media communication. In order to promote a sound development of new media in government affairs,we should pay attention to its pragmatic features and focus on the well-handling of the foregoing eight pragmatic relations.