政务新媒体组织场域的合法性重构及其软治理机制——以J市环保政务新媒体为例  

The Legitimacy Reconstruction and Soft Governance Mechanism of the Organizational Field of Government New Media-Taking Government New Media on Environmental Protection in J City as an Example

作　　者：朱江丽[1] 汤洁 Zhu Jiangli;Tang Jie(School of Journalism and Communication,Nanjing University;Nanjing University and works at Nanjing Gulou District Public Security Bureau,Nanjing 210023)

机构地区：[1]南京大学新闻传播学院,南京210023

出　　处：《中国行政管理》2024年第8期151-160,共10页Chinese Public Administration

基　　金：国家社科基金后期资助项目“媒体融合创新研究”(编号:21FXWB018)。

摘　　要：由于政务新媒体兼具新闻与社交属性,管理政务新媒体的组织场域面临着传统政府运行逻辑与新闻生产以及民意需求的不相适应,对此采取传统管理手段难以取得理想效果,推动组织场域的合法性重构及其软治理成为提升政务新媒体传播效能的关键。本研究以场域理论与新制度主义组织理论为基础,运用开放的组织场域分析框架,以J市环保政务新媒体为例,深入探讨通过制度企业家活动促进政务新媒体组织场域制度要素合法性重构的软治理机制。软治理机制是对国家行政管理手段的必要补充,其目的在于实现组织场域规制性、规范性和文化认知性等三大制度要素的协调统一。为实现这一目标,制度企业家需恰当引入规制合法性与共创规范合法性,并在此基础上构建独特的文化认知合法性,从而确保内部合法性建构的协调发展。同时,内部合法性与外部合法性的有效配合是组织场域软治理成功的关键所在。此次研究为应对数字政府建设中的挑战,提升国家治理现代化的能力提供有益参考。As government new media possess both news and social attributes,the organizational field of government new media faces the incompatibility between the traditional government operational logic and news production and public opinion demands.Traditional management methods alone are difficult to achieve the desired results in this context.Therefore,promoting the legitimacy reconstruction and soft governance has become the key to enhancing the communication effectiveness of government new media.Based on the field theory and the new institutionalism organization theory,this study employs an open organizational field analysis framework and takes government new media on environmental protection in J City as an example to deeply explore the soft governance mechanism that promotes the legitimacy reconstruction of institutional elements in the organizational field of government new media through institutional entrepreneurship activities.The soft governance mechanism is a necessary complement to the national administrative management approach,aiming to achieve the coordination of the three institutional elements of the organizational field:regulatory,normative,and cultural-cognitive.To achieve this goal,institutional entrepreneurs need to appropriately introduce regulatory legitimacy and co-create normative legitimacy,and build unique cultural-cognitive legitimacy,so as to ensure the coordinated development of internal legitimacy construction.Meanwhile,the effective cooperation between internal legitimacy and external legitimacy is crucial to the success of soft governance.This study provides a new approach to respond to the challenges in digital government construction and enhance the modernization of national governance capabilities.

关 键 词：政务新媒体 组织场域 制度企业家 合法性 软治理 

分 类 号：D035[政治法律—政治学]