合纵连横:中国网络传播平台治理的双重路径

Vertical Allianceand Horizontal Alliance:The Dual Path of Chinese Network Communication Platforms Governance

网络传播平台治理是中国网络社会治理的重要部分,但目前分类化治理阙如。从体现治理能力的内容质量、安全保障和价值引导与体现社会影响力的受众数量、传播速度和传播广度来看,中国网络传播平台可分为政府和市场两大类型。前者治理能力强而社会影响力弱,后者治理能力弱而社会影响力强,形成了中国网络传播平台的基本格局。因此,治理中国网络传播平台需从社会影响力和治理能力的双重路径出发:一是增强政府网络传播平台的社会影响力需吸纳趣味、联合主体、加速传播,实现“合众弱以攻多强”,即“合纵”;二是提升市场网络传播平台的治理能力需以统一规范为基础,以大型市场平台为轴心,共建内容审核机制、安全保障体系和价值引导系统,共治乱象并共享成果,形成“事多强以攻众弱”,即“连横”,最终实现中国网络传播平台“合纵”“连横”的双重治理。

The governance of network communication platforms is an important part of Chinese network society gover‐nance.But at present,classified governance is missing.From the perspective of content quality,security and value guidance that reflect governance capabilities,as well as the audience number,communication speed and communication breadth re‐flecting social influence,Chinese network communication platform can be divided into two types:government and market.The former has strong governance ability and weak social influence,while the latter has weak governance ability and strong social influence.This is the basic pattern of Chinese network communication platform.Therefore,the governance of Chi‐nese network communication platform needs to start from a dual path of social influence and governance capability:Firstly,by enhancingthe social influence of government network communication platform,it is necessary to absorb interest,unite the main body and accelerate communication to achieve the goal of“uniting the weaks to attack the strong”,that is,“verti‐cal alliance”.Secondly,by enhancing the governance capacity of market network communication platforms,it is necessary to take unified standards as the foundation,with large market platforms as the axis,establish a content review mechanism,security guarantee system and value guidance system jointly,and control chaos and share achievements jointly to form a“multiple strengths to attack the weak”,that is,“horizontalalliance”.The ultimate goal is to achieve dual governance of Chi‐nese network communication platform through“vertical alliance and horizontal alliance”.