社区治理网络媒介的代际演化及动员结构变迁  

The Intergenerational Evolution and Mobilization Structure Changes of Network Media in Community Governance

作　　者：张雪霖 ZHANG Xuelin

机构地区：[1]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《决策与信息》2025年第3期71-79,共9页Decision & Information

基　　金：国家社会科学基金一般项目“乡村治理视阈下县级融媒体中心建设的困境及对策研究”(23BXW066),项目负责人:张雪霖。

摘　　要：如何运用新媒体完善社区沟通媒介形态,增强社区媒介动员能力,应对其给社区治理带来的风险挑战,是当前社区治理现代化面临的重大议题。基于网络媒介动员与社区治理的互动关系,网络新媒体可被划分为两代网络媒介,第一代网络媒介以业主论坛为代表,它最初被用于楼盘市场信息传播,后演化为小区邻里互动的线上虚拟社区。业主论坛行动者主要是少数技术精英,他们关注的焦点是维权事件,其媒介动员机制为“线上+线下”的二次动员,对社区日常治理带来的影响较小。第二代网络媒介以社区微信群为代表,它具有去中心化、平等性和扁平化特征,使用技术门槛较低,可实现对大多数普通成员的直接动员。但由于微信群往往形成了由少数业主所主导的话语结构,其媒介动员实现的可能只是表面上的大众民主。同时,还易引发舆论失控,给社区日常治理带来挑战。探索网络化社区治理和服务新模式,要积极发挥社区微信群在社区治理中的正功能,适度规避负功能产生的风险。一是探索成立幸福邻里楼栋微信群,形成网格群—楼栋长群—楼栋群的组织化传播网络。二是积极挖掘和培育社区居民意见领袖,引导居民有序表达意见,塑造公共空间的公共属性和正气,纾解负面舆论,防范舆情升级。How to use new media to improve the form of community communication media,enhance the mobilization ability of community media,and cope with the risks and challenges it brings to community governance is a major issue facing the modernization of community governance.Based on the interactive relationship between network media mobilization and community governance,network new media can be divided into two generations of network media.The first generation of network media is represented by owner forums,which were initially used for information dissemination in the real estate market and later evolved into online virtual communities for neighborhood interaction.The main actors in the homeowners'forum are a few technical elites who focus on rights protection events.Their media mobilization mechanism is a secondary mobilization of online and offline,which has a relatively small impact on the daily governance of the community.The second generation of online media,represented by community WeChat groups,has the characteristics of decentralization,equality,and flatness.It has a low technological threshold and can directly mobilize most ordinary members.However,due to the fact that WeChat groups often form a discourse structure dominated by a small number of homeowners,their media mobilization may only achieve superficial popular democracy.At the same time,it is also prone to causing public opinion to spiral out of control,posing challenges to daily community governance.Exploring new models of networked community governance and services,we should actively leverage the positive functions of community WeChat groups in community governance and moderately avoid the risks arising from negative functions.One is to explore the establishment of a WeChat group for happy neighborhood buildings,forming an organized communication network of grid groups,building leader groups,and building groups.The second is to actively explore and cultivate community residents'opinion leaders,guide residents to express their opinions in an orderly manne

关 键 词：社区治理 媒介动员 微信群 业主论坛 社区传播 

分 类 号：G206.2[文化科学—传播学] D638[政治法律—政治学]