自媒体议程设置的行动特征与政府角色定位——基于整体性视角的分析

Realistic Description and Government Strategy to the Agenda Setting in Web2.0:The Application of An Integrated Analysis Framework

自媒体强化了公众议程设置的能力,而公众在不同自媒体议程中可能具有不同的行为逻辑与表达基础。本文创建了一个整合分析框架,并结合典型事件的现实数据与描述,对自媒体议程设置进行特征分析。研究显示,公众更倾向于自发参与以生活经验为表达基础的议程;以情感认同为传播策略通常更能迅速地放大议程影响力;自媒体并不是公众专业知识分享的主议程平台;利益群体在议程设置中更多地将自媒体作为行动工具。相应地,政府角色定位的核心在于最大限度地利用自身的信息优势,提升公众在公共事务的决策与认知能力。

The web2.0 is to enhance the public＇s ability to set the agenda, and the public in different agenda setting may have different logic underlying behavior and expression foundation. This article creates an integrated analytical framework, combined with typical event data, to analyze characteristics of the web2.0 agenda setting. Research shows that the public tends to spontaneously participate in life experience based agenda; emotional identity as a communication strategy is often more rapidly to enlarge the influence of the agenda; web2.0 is not the main agenda platform for public knowledge sharing; and interest groups in the agenda setting take web2.0 as a tool for action. Accordingly, the core of government strategy is to maximize the use of its own information advantage, and to enhance the public decision-making and cognitive ability in public affairs.