公共议题中的自媒体传播乱象与治理策略——基于框架理论的分析

On the Chaos and Governance Strategies of Self-Media Communication in Public Issues:An Analysis Based on Framework Theory

在移动互联网时代,自媒体的兴起满足了社会分众化的需求。它在产生积极影响的同时,也滋生了较多传播乱象,对政府公信力、媒体传播力产生负面影响。自媒体在公共议题传播中常用的框架有主题性框架、情感性框架、叙事性框架、互动性框架和选择性框架。基于框架理论视角,自媒体在公共议题传播中普遍存在由于问题框架滥用造成的刻板与模糊现象、由于因果框架的误用造成的偏见解释、由于道德框架的错位导致的刻意摆拍、由于事实验证框架的挪用造成的以假乱真等问题。究其原因,主要是过度追求利益导致信息违规发布运营、专业门槛过低导致信息质量良莠不齐、算法存在漏洞加速劣质信息传播、监管不够完善导致网络暴力加剧等。为此,应从三个层面对自媒体传播乱象进行治理,一是管理部门要完善法律法规,强化平台责任,并建立快速反应机制,以提高对自媒体网络及平台的宏观管理水平;二是平台要进一步完善管理机制,强化内容与账号管理,定期开展专项整治行动,确保平台运营的合规性;三是自媒体要加强自我规范、约束,业界要了解并遵守行业规范,广泛参与媒介素养建设,多培养具有正能量的新型意见领袖,营造良好的文化生态,推动提高自身的传播与运营能力,共同维护行业的健康发展。

In the era of mobile Internet,the rise of self-media has met the needs of social decentralization.While it has a positive impact,it has also fostered a lot of communication chaos,which has a negative impact on government credibility and media communication power.The commonly used frameworks for self-media in public issue communication include thematic framework,emotional framework,narrative framework,interactive framework,and selective framework.From the perspective of framework theory,self-media commonly faces problems in public issue communication,such as stereotypes and ambiguity caused by the abuse of problem frameworks,biased interpretations caused by the misuse of causal frameworks,deliberate framing due to the misalignment of moral frameworks,and distortion of truth caused by the appropriation of factual verification frameworks.The main reasons for this are excessive pursuit of profits leading to illegal information dissemination and operation,low professional barriers resulting in uneven information quality,algorithm loopholes accelerating the spread of low-quality information,and inadequate supervision leading to intensified online violence.To this end,we should address the chaos of self-media communication from three levels.Firstly,the management department should improve laws and regulations,strengthen platform responsibilities,and establish a rapid response mechanism to enhance the macro management level of self-media networks and platforms;Secondly,the platform needs to further improve its management mechanism,strengthen content and account management,regularly carry out special rectification actions,and ensure the compliance of platform operations;Thirdly,selfmedia should strengthen self-regulation and restraint.The industry should understand and abide by industry norms,participate widely in media literacy construction,cultivate new positive opinion leaders,create a good cultural ecology,promote the improvement of its own communication and operation capabilities,and jointly maintain the healthy development of the industry.