数字媒介中公共政策舆情的时空演化逻辑--基于对话范式的系统考察  

The Evolutionary Logic of Public Communication on Policy in Digital Media:Systematic Investigation Based on the Temporal and Spatial Dimension

作　　者：张国栋[1,2] 贺浩浩[1] Guodong Zhang;Haohao He(School of State Governance,Southwest University)

机构地区：[1]西南大学国家治理学院 [2]南开大学马克思主义社会学研究中心

出　　处：《全球传媒学刊》2023年第3期138-152,共15页Global Journal of Media Studies

基　　金：中央高校基本科研创新团队项目“新时代公共服务均等化研究”(项目批准号:SWU1909101)的阶段性研究成果。

摘　　要：由数字媒介所衍生的虚拟公共领域已成为公共政策及其舆情传播的新介质,这也促使当代政治传播持续转向“公共对话”范式。本研究运用大数据挖掘与虚拟民族志方法对教育“双减”政策传播及其舆情进行实证分析,从时空维度探究虚拟公共领域中公共对话系统的潜在秩序与规律。得出如下结论:在时间维度上,虚拟公共对话的演化是由混沌趋向稳态的自组织过程,微观主体的简单行为与平台算法的简单规则会涌现出稳定有序的集体行为、公共秩序以及对话结构与内容,最终收敛为少数几个代表性意见束与相应的社会情绪分布;在空间维度上,多元主体借助数字界面而相互嵌套与勾连,它们的意见文本生产与传播以对可视界面的争夺为底层逻辑,最终形成围绕特定议题展开的碎片化、集群化的拓扑型话语圈层。The virtual public sphere derived from digital media has become a new medium for public policy and public opinion dissemination,and it has also prompted contemporary political communication to continue to shift to the paradigm of“public dialogue”.The research uses big data mining and virtual ethnography to conduct an empirical analysis on the dissemination of the educational burden reduction policy and its public opinion,and explores the potential order and law of public dialogue system in virtual public sphere from the dimension of time and space.The following conclusions are drawn:in the time dimension,the evolution of virtual public dialogue is a self-organizing process from chaos to steady state,and the simple behavior of microscopic subjects and the simple rules of platform algorithm will emerge stable and orderly collective behavior,public order and The structure and content of the dialogue will eventually converge to a few representative opinion bundles and the corresponding social sentiment distribution;in the spatial dimension,the influence of virtual public dialogue on the construction of policy agenda is increasingly prominent,and the government,the public,experts,media and other subjects use digital The interface is nested and linked to each other.The production and dissemination of their opinion texts takes the competition for the visual interface as the underlying logic,and finally develops around a specific topic to form a fragmented and clustered topological discourse circle.

关 键 词：数字媒介 政治传播 公共对话 “双减”政策 舆情 

分 类 号：D035[政治法律—政治学] G206[文化科学—传播学]