自媒体时代网民诉求方式新变化研究  

Internet Users’ Appeals: Changes in the We-Media Age

作　　者：陈相雨[1] 丁柏铨[2] Chen Xiangyu;Ding Boquan

机构地区：[1]南京林业大学人文学院,江苏南京210037 [2]南京大学新闻传播学院,江苏南京210093

出　　处：《传媒观察》2018年第9期5-12,2,共8页Media Observer

基　　金：国家社科基金青年项目“抗争性网络集群行为的生成及应对研究”(13CXW039);中国博士后科学基金项目“环境抗争事件中的新媒体动员问题研究”(2015M570453);江苏省“青蓝工程”中青年学术带头人项目的资助

摘　　要：诉求网民正寻求将＂展现诉求＂＋＂转发扩散＂为主的旧诉求方式,转变为＂线上线下协同配合＂且以＂线下事件促进线上诉求扩散＂的新诉求方式,其目的在于避免诉求议题被其它议题和信息淹没,同时在更大程度上吸引网民受众的围观和关注。造成网民诉求方式变化的动因,主要有＂制度性利益民意表达机制仍不完善＂、＂自媒体时代注意力资源争夺形势日趋严峻＂以及＂诉求网民对自媒体利益诉求效能存在误判＂等方面。虽然,诉求方式变化是诉求网民的无奈选择,但在总体上它会带来民众利益、民意表达的畸形化、社会阶层情感关系的再度恶化,以及阻碍社会治理的法治化进程等负面影响。笔者认为应加快建设制度性利益民意表达机制、多层次全方位推进自媒体素养教育,在大力发挥主流媒体社会情感抚慰功能的同时,加快提升网络诉求处理的能力和效率,真正促进自媒体回归信息传播的本职,促进自媒体发挥正式利益民意表达机制所无法发挥的补充作用而非主导作用。The Internet users are seeking to change the old mode of ＂ presenting appeals ＂ ＋ ＂ forwarding appeals＂ into the new mode of ＂online and offline collaboration＂ and ＂ promoting online appeal diffusion with offline events ＂. The aim is to prevent the appeals from being flooded by other topics and information and better attract the attention of online audiences. The main reasons for the change are as follows ： the imperfect expression mechanism of institutional interests and opinions, the competition for attention resources becoming severer in the era of We-Media, and the misjudgment of Internet users over the effectiveness of expression mechanism of public interests. Although the change of appeal mode is an inevitable choice of the Internet users, it will bring about some negative effects, such as the deformity of the expression of public interests and opinions, the deterioration of the emotional relationship between different social classes, and the obstruction of the legalization process of social governance. The author believes that we should speed up the pace of building the institutional expression mechanism of public interest and opinion, promote We-Media literacy education at all levels and in all aspects, give play to the main stream media in emotionally soothing the society,and improve the ability and efficiency of dealing with network appeal of all-level governments. By so doing, the We-Media will eventually return to its due function of information dissemination,and play a supplementary role rather than a leading role over expression of public interests and opinions.

关 键 词：自媒体 诉求网民 诉求方式 制造事件 线上线下 民意表达机制 

分 类 号：G206[文化科学—传播学]