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    2016年争议性政策事件网络传播报告

    摘要

    信息技术的发展特别是新媒体的勃兴,对政策传播的路径与效能产生了不可磨灭的影响。本文基于对2016年150个争议性政策事件的研究,重点关注新媒体平台中网络争议对政策传播的影响。结论显示争议性政策主要涉及社会保障、交通、法治等话题,并多以复合型议题呈现,其中全国议题长期温和,区域议题短瞬激烈。微博、微信显示争议被关注的广度,论坛、跟帖显示争议的深度。在争议的主导力量中公众与媒体居于强势地位;争议结果体现了公众政策“介入”所具有的强干预性,政策颁布是政策争议被引发的首要原因,利益诉求、不满情绪、改变政策的意图是参与争议的主要动机。另外,政策危机的深层成因并不指向传播,而是低下的政策质量和决策水平,本文提出了应对政策传播危机的深度结构性危机的日常沟通策略,浅层程序性危机的防范策略,表层事件性危机的回应处置策略。

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    Abstract

    The development of information technology,especially the new media,has had an indelible influence on the path and effectiveness of policy communication. Based on the study of 150 dispute policy events in 2016,this paper focuses on the impact of network disputes on the communication of public policy in the new media platform. The result shows that the dispute policy mainly involves the issues of social security,transportation,rule of law,education and environmental protection,etc.,most of which are complex. National issues are long-term and moderate;regional ones are short-term and intense. Micro blogging and WeChat show the range of the dispute,and the forum and the follow-up show the depth of the dispute,which means that the public and the media are the dominant forces in the dispute. The result of the dispute reflects the strong influence of the public policy “intervention”. The policy promulgation is the primary motive of the policy controversy;meanwhile,the interest demands,the dissatisfaction and the change of the policy are the main motive of participating in the dispute. In addition,the fundamental cause of the policy crisis does not point to the communication,but the imbalance of inherent social structure of the policy. The existing policy crisis is caused directly by the low policy and decision-making level. Accordingly,I put forward the daily communication strategy in response to the fundamental structural crisis,shallow procedural crisis prevention strategy,and the strategy against the superficial event crisis.

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    作者简介
    张淑华:张淑华,郑州大学新闻与传播学院副院长,教授,博士生导师,研究方向为新媒体传播、公共传播
    王佳林:王佳林,郑州大学公共管理学院博士研究生。
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