“基于实践”:融媒时代重大主题报道的政治传播新逻辑

"Practice-based":New Logic of Political Communication of Major Theme Reports inthe era of Media Convergence

政治传播对于国家治理具有重要支撑作用,然而在政治信息需求改变以及新媒体技术冲击下,政治传播深层逻辑正面临重大挑战。本研究以新华网策划的“乡村振兴在行动”重大主题报道为例,从“实践主体”“实践场地”“实践议程”三个维度出发,尝试指出“基于实践”的政治传播新逻辑。研究分析指出,“基于实践”的政治传播实现路径包括:一是制定政治议程与媒体议程相统一的“政治认知图谱”;二是建构具有稳定性的关系网络实践主体;三是进入到“田间地头”的实践场地进行政治传播。本研究认为,“基于实践”是融媒时代政治传播的新逻辑,强调了媒体在国家治理过程中沟通政府与多社会治理主体的新价值,拓展了公众政治参与机会,有助于强化融媒时代政治传播的社会公众服务理念。

Political communication plays a crucial supporting role in national governance.However,due to changing political information demand and the impact of new media technology,the underlying logic of political communication is facing a significant challenge.Using the"Rural Revitalization in Action"major theme report planned by Xinhuanet as an example,this study aims to identify the new"practice-based"logic of political communication from three dimensions:"practice subject,""practice site,"and"practice agenda."The analysis of the research highlights that the realization path of"practice-based"political communication encompasses:firstly,the formulation of the unity of the"political cognitive map"between the political and media agendas;secondly,the construction of a stable relationship network for the practice subject;and thirdly,entering the field practice site for political communication.This study contends that"practice-based"is the new logic of political communication in the financial media era,which emphasizes the value of media in the national governance process to effectively communicate with the government and multi-social governance subjects,expand opportunities for public political participation,and contribute to strengthening the concept of social public service for political communication in the financial media era.