摘要
中医作为一项公共议题长期引发着人们的关注,并在社交媒体迅猛发展且快速普及的新媒体生态环境中持续高度可见。本研究突破将公众视为聚集“大众”的简单化约,创新性地结合议题公众的概念与媒介可供性的视角,聚焦于知乎平台上围绕中医相关话题的意见表达集聚与碰撞交锋,对中医议题公众的话语实践和身份认同展开研究。结合计算传播、扎根理论和话语分析等研究方法对知乎平台与“中医”相关的问答内容进行深入剖析可见,关于知乎平台上的中医议题,公众关注中医专业性知识、职业身份认同、临床疗效、范式冲突、国际传播等五大内容主题。基于对中医态度立场倾向的差异,公众中出现两类鲜明可见的群体——“中医粉”和“中医黑”,各自具备不同的身份特征,并通过责任归咎、可信性建构、价值意义建构等话语策略构建、显示和强化各自的群体身份认同。本文的研究发现对于理解当下的知识传播与公共参与具有重要的理论和社会价值,充分认识议题公众的可见性及其高度选择性可能带来的群体极化和行为动员等方面的影响具有突出的现实意义。
As a public issue,traditional Chinese medicine(TCM)has aroused people’s concern for a long time,and sustained high visibility in the new media ecology with rapid development and diffusion of social media.This study attempts to break through the simplification in regarding publics as collective mass public,creatively combine the concept of issue publics and approach of media affordance,focus on expression and confrontation regarding TCM on Zhihu platform,and analyze discursive practice and group identity related to TCM issue publics.Adopting computational communication,grounded theory,and discourse analyses as research methods to explore the posts of TCM on Zhihu platform,this study identified five themes among the issue publics of TCM on Zhihu,i.e.,expertise of TCM,professional identity,clinical effect,contrasting paradigms,and international communication.Based on different attitudes towards TCM,two distinctly separate groups of TCM issue publics can be identified,i.e.,pro-TCM and anti-TCM,with different group identities being constructed,represented and strengthened by discursive practices,such as attributing blame,as well as building credibility,value,and meaning.Findings of this study are of great theoretical and social significance,in terms of understanding knowledge dissemination and public participation.Fully realizing polarization and mobilization which may be caused by the visibility and high selectivity of issue publics is of great practical importance.
作者
蒋俏蕾
刘入豪
邱乾
Jiang Qiaolei;Liu Ruhao;Qiu Qian
出处
《中国网络传播研究》
2023年第2期53-80,217-218,共30页
China Computer-Mediated Communication Studies
基金
国家社科基金重大项目“智能时代的信息价值观引领研究”,编号:18ZDA307
清新计算传播学与智能媒体实验室研究支持计划
中国人民大学2022年度中央高校建设世界一流大学(学科)和特色发展引导专项资金,项目编号:20RXW147
关键词
议题公众
媒介可供性
可见性
身份认同
社交媒体
计算扎根
issue publics
media affordance
visibility
identity
social media
computational grounded theory
