重拾信任:后疫情时代传播治理的难点、构建与关键

Regain Trust:The Difficulty, Construction and Key of Communication Governance in Post-epidemic Era

人心的凝聚、社会共识的达成对社会发展来说至关重要,而信任是社会交往和社会协同中最为关键的粘合剂。但在疫情期间,不信任的病毒与新冠病毒一起流行蔓延,信任重建成为后疫情时代社会治理的重要任务。必须认识到,传播格局的改变让传统的传播和舆情治理模式失效:传统主流媒介"压舱石"作用式微,撕裂与信任丧失成为现实;泛众化传播时代到来,但在管制压力下个性表达退回圈层,隔阂引起偏见与冲突;互联网关系赋权强调情感共振,但目前主流话语的内容表达缺少对关系表达元素的有效利用,传播效果有限。重建信任的后疫情时代亟需传播与舆情治理范式的转型:转变专业媒介和专业传播工作者传播的专业角色,将复杂性范式作为未来传播和舆情治理的基本范式以及创新网络治理的顶层设计。

The cohesion of the people and the achievement of social consensus are crucial to social development, and trust is the most critical bond in social interaction and social coordination. However, during the epidemic, the virus of distrust spread with the novel coronavirus, and the rebuilding of trust will become an important task of social governance in the postepidemic era. It must be recognized that the change of the communication pattern makes the traditional communication and public opinion governance model ineffective: the traditional mainstream media’s role as "ballast" is weakened, and the tear and loss of trust become reality;the era of broad-based communication has come, but under the pressure of control, individual expression falls back into the circle, and estrangement leads to prejudice and conflict;Internet relationship empowerment emphasizes emotional resonance, but the content expression of mainstream discourse lacks the effective use of relationship expression elements, with poor and limited effect. In the post-epidemic era of rebuilding trust, it is urgent to transform the communication and public opinion governance paradigm: change the professional role of professional media and professional communicators in communication, and take the complexity paradigm as the basic paradigm of future communication and public opinion governance and innovate the top-level design of network governance.