媒介动员如何回应公众关切?——“中国人体器官捐献”微信公众号的劝服性叙事研究  

Does Media Mobilization of Organ Donation Respond to Public Concerns?:Persuasive Narrative Research on the Wechat Public Account of“China Human Organ Donation”

作　　者：唐佳梅[1] 蔡佳琳 Tang Jiamei;Cai Jialin(Guangdong University of Foreign Studies)

机构地区：[1]广东外语外贸大学新闻与传播学院、武汉大学媒体发展研究中心,广东广州510420 [2]广东外语外贸大学新闻与传播学院

出　　处：《新闻与传播评论》2024年第4期84-95,共12页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(21BXW060)。

摘　　要：器官捐献不仅是医学问题,也是社会文化议题,需要有针对性的媒体科普与宣传动员。以中国人体器官捐献管理中心官方微信公众号“中国人体器官捐献”发布的621篇推文为研究对象,探讨发布内容的劝服性叙事策略及其是否回应了影响公众捐献意愿的关切因素。以叙事传输理论框架作为编码依据分析推文的叙事劝服特征,同时梳理公众号读者评论及相关文献,归纳提炼影响公众捐献意愿的关切因素。对比考察推文劝服叙事与公众关切因素,研究发现:“中国人体器官捐献”公众号推文主要通过“减少负面认知”“认同故事角色”“产生真实临场感”和“唤起情绪反应”四种劝服性叙事策略回应影响公众捐献意愿的主要观念因素、信息因素和社会因素,但仍需在生死观念、制度信息以及社会认同等维度加强宣传动员。Organ donation is not only a medical issue,but also a social and cultural issue,which requires targeted media mobilization.This paper analyzes 621 articles published by“China Human Organ Donation”,the official Wechat public account of China Organ Donation Administrative Center to explore the persuasive narrative strategy of the published content and whether they respond to the concerns affecting the public’s willingness to donate.In this paper,the narrative transmission theoretical framework is used as the coding basis to analyze the narrative persuasion characteristics of these published articles.The readers’comments and related literature are summarized and extracted as the concern factors affecting the public’s donation willingness.By comparing the persuasive narratives and the factors of public concern,the study finds that the four persuasive narrative strategies of“reducing negative cognition”,“identifying with the story characters”,“creating real presence”and“arousing emotional response”were used to respond to the main conceptual factors,information factors and social factors affecting the public’s donation willingness.However,it is still necessary to strengthen organ donation promotion and mobilization in such dimensions as the concept of life and death,institutional information and social identity.

关 键 词：器官捐献 劝服叙事 公众关切 

分 类 号：G206[文化科学—传播学]