中国社交媒介情境下“官民对话”的理论建构与初步检视

The Social-Mediated Dialogue between Governments and Public in China:A Theoretical Exploration and Pilot Operationalization

本研究在原有的"大众传播与人际传播"的二分法基础上,引入基于社交媒体情境而提出的"大众人际传播"概念,并将上述三种类型的传播功能与广义的"对话功能"进行理论勾连,尝试将社交媒介情境下的"官民对话"界定为,社交媒介中介下如何实现并促进政府与公众之间的信息、关系以及意义的协商性互动。这一概念体系涵盖三个理论维度:针对目标公众的"有用信息发布";模拟人际传播但携带着大众传播目的的"类社交卷入";以及一对一的、但不一定"面对面"的对话互动,并将这一对话体系置于中国政务微博情境予以初步检视。研究结果显示,政务微博平台运营普遍缺乏对话功能的有效利用,对"话题标签"的使用停留在"档案分类",对话题主持人的技术可供性认知不够,对私信功能重视不足。本文亦针对上述问题尝试提供建设性方案。

Based on the traditional dichotomy of“mass communication vs interpersonal communication”,this research introduces the concept of “masspersonal communication”,and link the above-mentioned three types of communication functions with the “dialogue theory”.We attempt to define “social-mediated government-public dialogue”(SMGPD)as how to realize and promote the negotiated interactions of information,relationship and meanings between the government and the public under the social media context.This conceptual system covers three theoretical dimensions:“useful information release” for the target public;“parasocial engagement” that simulates interpersonal communication but still carries the purpose of mass communication;and one-to-one,dialogic engagement.This study then operationalizes this conceptual system to examine the practice of governmental weibo.The research results show that the official weibo accounts generally lacks effective use of the dialogic function,the use of hashtags stays in “archives classification”,and the lack of awareness of the technical affordability of hashtag hosts.Also insufficient attention is paid to the private messaging function of weibo.This article also attempts to provide constructive solutions to the above problems.