话语治理:事故灾难事件中谣言治理研究——以重庆公交车坠江事件为例

Discourse Governance: A Study on Rumor Governance in Accidents and Disasters—A Case Study of Chongqing Bus Falling into a River

近年来,网络话语治理成为公共治理中的一个热点问题,但因其虚拟性、时效性、海量性等特点,使得既有公共治理的策略和手段难以奏效,面对网络话语治理这一新的治理领域,政府应如何调动资源实现其治理目标呢?本文基于麦考姆斯的议程设置理论和奥尔波特谣言传播公式构建综合的分析框架,以重庆公交车坠江事件为例,从话语主体、行为逻辑、信息信度、传播效度四个维度剖析网络谣言的传播特征,同时从政府等辟谣主体和谣言传播主体的博弈关系中探讨政府在网络话语治理中的成功和失败。

In recent years, network discourse governance has become a hot issue in public governance. However, due to its characteristics of virtuality, timeliness and massive nature, existing strategies and means of public governance are difficult to work. In the face of network discourse governance, a new field of governance, how should the government mobilize resources to achieve its governance objectives? Based on McCombs' agenda setting theory and Alport's rumor spread formula, this paper constructs a comprehensive analytical framework, taking Chongqing bus falling as an example, analyzes the spreading characteristics of network rumors from four dimensions: discourse subject, behavior logic, information reliability and communication validity, and probes into the success and failure of the government in the governance of network discourse from the game relationship between the government and the rumor spreading subject.