传播赋权:动物保护组织的媒介动员及其修辞策略  

Communication Empowerment:Media Mobilization and Rhetorical Strategies Adopted by the Animal Protection Organizations

作　　者：廖卫民[1] 杨临佳 马剑萍[1] 靳玥 

机构地区：[1]浙江理工大学文化传播学院,杭州310018

出　　处：《浙江理工大学学报（社会科学版）》2015年第3期200-206,共7页Journal of Zhejiang Sci-Tech University：Social Sciences

基　　金：国家社会科学基金项目(14BXW026);浙江省大学生科技创新活动计划暨新苗人才计划项目(2013R406052);教育部人文社会科学研究青年基金项目(10YJCZH084);浙江理工大学2014年专业建设项目新闻学院共建专项(xwzx)

摘　　要：近年来,越来越多的非政府组织通过微博等新媒体对公众进行动员,对现实舆论环境产生重要的影响。动物保护组织通过多种新媒体传播方式进行媒介动员,包括主动借力微博"发声",与公众"对话"释疑,进行群体传播和网络公关。由于其道德地位的优势和权利保护的公益性立场使他们的修辞方式更加有效,在一定程度上赢得了主导性话语地位,当公权机关不得不直面所处的舆论压力时,便会出面做出最大"合意"的行动。新媒体环境下,动物保护组织经由信息传播而获得一种正当性赋权,其修辞策略及其传播技巧对社会动员效果起着重要的作用。In recent years, an increasing number of non-governmental organizations mobilize the public via new media such as Weibo and exert important impacts on real public opinion environment. Animal protection organizations launch media mobilization through various new media communication forms, including expressing their voices in Weibo and dialoguing with the public to explain the puzzles, and pursuing group communication and online public relation activity. Their advantage of moral status and public positions of right protection make their rhetorical manners more effective and win the leading position to some extent. Therefore, when the government offices have to encounter the public pressure, they would step in taking maximum appropriate actions. Under the new media environment, animal protection organizations gain legitimate empowerment via information communication. Their rhetorical strategies and communication skills play important roles for the effects of social mobilization.

关 键 词：传播赋权 动物保护组织 媒介动员 修辞策略 

分 类 号：G206[文化科学—传播学]