“增权”抑或“去权”:新媒介赋权视域下舆论引导的角色转换

“Increasing Right” or “Reducing Right”:the Role Transformation of Guidance of Public Opinion Under New Media Empowerment

在有序的社会结构中,对媒介权力的支配和控制是公共资源有效配置的重要手段。"人人都有麦克风"信息化浪潮催生了新媒介赋权主体的角色转换频次。新媒介赋权的对象不仅仅是"弱者",同时也针对"强者"。"弱者"通过自我赋权和技术赋权,获得舆论关注,"强者"在处理网络舆情时,利用新媒体平台实现与公众积极对话,开展引导舆论,并争取"强者"的势能守恒。因此,要重构新媒介视域中的传播秩序,处理好多元传播主体权力中心的行为边界,消解多元媒介衍生的权力异化现象,适时对权力主体进行规制。

In an orderly social structure,the control of the power of the media is an important means of the effective allocation of public resources.The＂everyone has the microphone＂information wave has led to the transformation of the role of the subject of the empowerment of the new media.The object of the empowerment of the new media is not only the＂weak man＂,but also the＂strong man＂.The＂weak＂get public attention and realize＂empowerment＂through self empowerment and technology empowerment.When dealing with internet public opinion,the strong men use new media to actively communicate with the public,conduct public opinion guidance,and strive for the conservation of potential energy of＂strong＂.Therefore,we need to reconstruct the order of communication in the new media perspective,deal with the behavior boundary of the power center of multiple communication providers,eliminate the phenomenon of power alienation derived from multiple media,and regulate the power subjects at the right time.