摘要
通过梳理中国不同时期的政策传播模式,分析传播要素及其关系的变迁发现,在社会环境变迁与媒介格局变革的背景下,政策主体与公众在政策传播中的角色及关系均发生变化,中国的政策主体面临着对政策传播的效果控制弱化的问题。为此,政策主体不断调整和改进政策传播模式,在收缩与调适的双重状态下,逐渐建立起科层制内部传递模式、大众传媒宣传引导模式、新闻发言人信息发布模式以及新媒体双向沟通模式的传播矩阵。当前,为了避免政策"传播失灵",除了调整政策传播结构和话语策略,在根源上需要动员和支持公众参与政策过程,满足公众对公共产品和善治的需求。
By reviewing policy communication models in different periods in China, and analyzing the changes of communication actors and their relationships, this research thinks that in the context of changing social environment and transforming media structnre, the policy makers find that their roles in the control of policy communication effect has been undermined. Adjusting policy communication models can solve this problem. Facing the weakened role and constant adaptation, a new communication paradigm has been established through transmission within bureaucratic system, guiding mass media publicity strategies, enhancing spokesman＇s role innews briefing, and dual communication new media matrix. At present, to avoid policy communication failure and meet the public＇s needs for public good and benign government, public participation should be encouraged. In the meanwhile, policy communication structure and discourse strategies are also in needs of perfection.
作者
常纾菡
CHANG Shu-han(School of Journalism and Communication, Nanjing University, Nanjing 210000, China)
出处
《编辑之友》
CSSCI
北大核心
2018年第6期49-54,共6页
Editorial Friend
关键词
政策传播
政策传播模式
传播调适
policy communication
policy communication model
communication adaptation
