国际社交媒体场景下应急话语导控机制研究——以世卫组织疫苗信息微传播为例

Emergency Discourse Guidance Mechanism in International Social Media Platforms:Taking the Micro-Communication of Vaccine-Related Tweets as an Example

【目的/意义】面对国际社交平台中即时紧张的传播环境及多元繁杂的文化环境,危机治理主体如何发声,如何引导舆论成为亟待解决的问题。【方法/过程】本文以世界卫生组织在推特平台中的疫苗话语实践为样本,借助语义网络分析、LDA主题模型、方面级情绪分析等手段,从时间、议题、意义与形式、主体维度,分析世卫组织对发文节点、议程设置、框架建构、发布形式、社会网络等机制的运用情况。【结果/结论】结果表明,世卫组织通过把握先机、分众传播、情感劝服、多元形式等话语导控策略,实现良好的传播效果,但未能打造网络空间的多主体联盟,多模态形式运用有待提升。【创新/局限】传播学理论可以为统计数据提供更为精微细致的解读,揭示舆情的深层性及社会性,是一次有益的跨学科尝试。局限性在于研究聚焦传播者的过程行为,全面性不足,评价结果可能存在一定偏向性。

【Purpose/significance】It’s hard for a crisis governor to voice properly and lead public opinion when facing tense and diverse environment in an international social platform.【Methods/process】World Health Organization(WHO) vaccine-related tweets have been taken as a sample of emergent discursive practices. Under the guidance of communication theories, the paper systematically analyzes its agenda setting, frame setting, emotional polarity, release form, and social network, with the help of semantic network, LDA topic model, and aspect-based sentiment model to answer the question of When, What, How and Who.【Results/conclusion】The results show that WHO achieved a positive effect via timely voicing, audience-oriented communication, emotional persuasion, multiple forms and other guidance and control strategies. But WHO fails to build a multi-agent alliance in cyberspace, and needs to adopt more multimodal forms in tweets.【Innovation/limitation】Discourse analysis can provide more detailed interpretation of statistical data and reveal the depth and sociality of public opinion, which is a useful interdisciplinary attempt. However, the study only focuses on the process itself, which is not comprehensive enough, so the evaluation results could be biased.