突发公共事件中我国主流媒体海外社交平台的叙事框架与传播效果研究

Research on the Narrative Framework and Com-munication Effect of Overseas Social Platforms of China’s Mainstream Media in Public Emergencies

随着社交媒体逐渐成为国内外公众获取信息的主要渠道,社交化的传播模式为突发公共事件的国际传播开辟了新的场域。本文以“新冠肺炎疫情”为例,分析了我国两大主流媒体(《人民日报》、中国国际电视台)2019年12月31日至2020年3月31日在推特平台上对该议题的报道。通过词频统计和语义网分析,本研究首先解析了两大媒体的报道主要内容及特征,然后基于内容分析的方法,对报道框架进行了编码和效果分析。结果显示,事实框架是最主要的报道框架且具有较好的传播效果,体现了我国主流媒体报道突发公共事件时的科学态度和专业性;情感框架相较于其他框架传播效果最好,社交媒体和新闻生产的情感转向显现。公众更倾向于回应和认同抗疫一线信源的信息,官方信源在引导公众对话题进行评论与讨论方面具有一定优势,而专家信源则在转发方面优于官方信源,这提示我们在新闻实践中需根据具体的传播目标,策略性地选择话语表达主体。另外,从推文呈现的形式而言,图文和视频各具优势,长篇推文的传播效果好于“一句话推文”。

As social media has gradually become the main channel for the public of home and abroad to obtain information,the socialize communication mode has opened up a new field for the international communication of public e-mergencies.Taking COVID-19 as an example,this paper analyzes the reports on the topic from the two mainstream media in China(people’s daily and China In-ternational Television)between December 31,2019 and March 31,2020 on twit-ter platform.Through word frequency statistics and semantic web analysis,this study first analyzes the main contents and characteristics of the two media reports,and then encodes and analyzes the effect of the report framework based on the method of content analysis.The results show that the fact framework is the most important reporting framework and has good communication effect,which reflects the scientific attitude and professionalism of China’s mainstream media in repor-ting public emergencies;Compared with other frameworks,the emotional frame-work has the best communication effect,and the emotional turn of social media and news production appears.The public is more inclined to respond to and agree with the information of the front-line sources of anti epidemic.The official sources have certain advantages in guiding the public to comment and discuss the topic,while the expert sources are better than the official sources in forwarding,which suggests that in news practice,the discourse expression subject should be select-ed strategically according to the specific communication objectives.In addition,in terms of the presentation form of tweets,image text and video have their own ad-vantages,and the communication effect of long tweets is better than“one sen-tence tweets”.