摘要
融媒体时代的到来,为政策传播带来了可用渠道多元化的便利,也提出了如何优化传播资源配置以适应公众行为变化等问题,并最终关系到传播效率和“信息鸿沟”的变化趋势。本文运用2016和2018年中国19个城市的实地问卷调查数据展开分析,结果显示:公众使用的政策传播渠道总体上确实呈现出了增长态势,与此同时也存在明显的内部差异。在使用渠道数量偏少的受众中,不同渠道之间存在明显的“此消彼长”的竞争关系,传统渠道依然发挥着不可或缺的政策传播作用,而新媒体渠道是主要竞争者;在使用渠道数量较多的受众中,渠道之间存在着显著的“水涨船高”共生现象,但这种现象仅在占比较少的受众身上得到了体现。进一步分析表明,这一转变既与受众的政治参与意愿和沟通能力密切相关,也体现了受众在政策沟通中从被动性到主动性的角色转换。本文的研究有助于厘清政策传播渠道间竞争与共生现象的边界和联系,也对理解融媒体时代政策传播效能变化的内在机理具有一定的启示意义。
Based on the analysis of on-the-spot public questionnaire data from 19 cities of China in 2016 and 2018,the results reveal that the policy communication channels used by the general public have indeed shown a growth trend,at the same time,there are obvious internal differences.Among the audiences who use fewer channels,there is an obvious competitive relation among different channels,when one is rising,the other is falling.The new media channels are the main competitors among different channels while the traditional media still plays an indispensable role in policy communication.Conversely,among the audiences who use more channels,there is a significant promotion of‘a rising tide raises all boats’among various channels.Further analyses additionally find that this reversal phenomenon is not only closely related to the audience s willingness and ability of policy communication,but also reflects the role transformation of the audience from passivity to initiative.Exploring the evolutionary relation of policy communication channels is not only contributed to clarify the boundary and connection between competition and promotion on policy communication channels but also has some enlightenments to optimize the allocation of resources about policy communication channels.
作者
杨君
陈莹晶
Yang Jun;Chen Yingjing
出处
《政治学研究》
CSSCI
北大核心
2020年第3期26-38,125,126,共15页
CASS Journal of Political Science
关键词
政策传播
渠道关系
媒介置换理论
policy communication
channel relations
media displacement theory
