“地位授予”:我国媒体对一家国际环保组织“媒体身份”建构的描述性分析

Conferring Status: A Case Study of Media Standing of a Transnational Environmental NGO in Chinese Media

"地位授予"是大众传播媒介重要的社会功能,获得媒介授予的"地位"对社会组织意味着可获得公共关注及在社会场域中行动的合法性。通过报道中"媒介身份"的建构,大众传媒能够完成对社会组织的地位授予。本文以一个进入中国多年的国际环保组织为个案,分析其留痕于国内媒体报道中的"媒体身份",以从经验考察中透视我国媒体对社会组织的"地位授予"功能。本文显示:"国际"身份既是国际性非政府组织获得媒体身份的有利因素,也构成了一种障碍。"国家-社会"关系的变化直接影响着媒体对其媒体身份的建构。在不同的媒体类型、报道议题中,国际非政府组织的媒体身份会被选择性地呈现。我国媒体对国际非政府组织"媒体身份"的建构具有不稳定性和策略性,这也显示出国际非政府组织与我国媒体之间关系的不稳定。这种状态呈现了中西方媒体对社会组织"地位授予"功能的差异性和本土性。

Conferring status is an important social function of mass media. Getting the "status" granted by the media means a social organization can obtain public attention and the legitimacy of action in the social field. By constructing "media standing", mass media fulfill status conferral function to a social organization. This paper takes Greenpeace as a case to examine how Chinese media confer status to a NGO that carries the genes of civil society. By diachronicand quantitative study, this paper reveals that the "international" title is both advantage and barrier for NGOs to get media standing from Chinese media forum;the relationship between "state-society" plays an important role for the media to construct media standing of NGOs;the NGO’s media standing will be selectively presented which varies among different types of media, across different issues, and over different periods. The construction of "media status" for NGOs from Chinese media is instable and tactical, which reveals differential and localization in status conferral function of Chinese media.