雾霾议题报道及舆情中的科学信息:媒介差异、内容影响及优化路径——基于《人民日报》和新浪微博数据的比较研究

Scientific Information in Smog Issue Report and Public Opinion:Medium Difference,Content Influence and Optimized Path——A Comparative Study Based on Data of People's Daily and Sina Microblog

[目的/意义]了解雾霾科学信息传播的基本态势与特点,为提高雾霾议题科学传播提出优化策略,以促进社会理性应对雾霾信息和舆情。[方法/过程]通过抽样得到《人民日报》与新浪微博的雾霾报道及舆情数据,利用内容分析法和SPSS数据处理软件,结合科学传播理论对雾霾报道及舆情内容进行分析并进行对比研究。[结果/结论]《人民日报》的雾霾科学传播存在报道主题集中、雾霾科普“应景化”、报道立场不均衡、民众缺乏科学参与的问题,是典型的中心广播型传播模式;新浪微博的雾霾讨论由普通网民主导、情感宣泄多于理性表达、缺乏科学性意见领袖舆论引导,是民主模型的初期发展形态。新旧媒体应在优化内容、拓宽渠道以及加强引导和监管等不同方面进行科学传播优化,实现雾霾议题传播科学信息和科学传播信息的目的。

[Purpose/Significance]This paper introduces the basic situation and characteristics of smog science communication,and proposes optimization strategies to improve the scientific dissemination of smog issues,so as to promote social rationality to deal with smog.[Method/Process]The data of smog reports on People's Daily and Sina Weibo were sampled,the content analysis method and SPSS data processing software were combined with the scientific communication theory to analyze and compare the contents of the smog report.[Result/Discussion]The smog science communication of People's Daily is a typical central broadcasting mode,with the following problems:centralized reporting theme,popular science in smog,unbalanced reporting position and lack of scientific opinion.The smog discussion on Sina Weibo is guided by ordinary network democracy,with more emotional venting than rational expression,lack of scientific opinion leaders to guide public opinion,and works as an immature democratic model.New and old media should optimize scientific dissemination in different aspects,such as optimizing content,broadening channels,strengthening guidance,and promoting participation,and realize the purpose of disseminating scientific information and scientific communication of information on smog issues.