政治的再媒介化:政务微博的跨媒体传播初探

发布时间：2018-03-30 17:18

本文选题：政务微博　切入点：再媒介化　出处：《电子政务》2017年09期

【摘要】：随着政务微博的发展,其影响力也成为考察的重点,然现有研究多关注其在微博平台上的表现,而忽略其跨媒体传播的情况。基于再媒介化理论,以《新民晚报》为例,分析了传统主流报纸对政务微博再媒介化的特点,评估了政务微博的跨媒体传播情况,并讨论了当前政治传播的特点。发现政务微博在传统媒体上确有着与其在微博平台上不一样的表现,传统主流媒体的再媒介化也应成为观察政务微博影响力的重要方面,我国传统主流媒体虽受到微博等社交媒体的影响,但依然保留着自己的媒体逻辑,我国政治传播是一种媒体间化的传播,因此为适应新媒体环境的需要,建立媒体间化的跨媒体传播策略就成为打造"可沟通政府"的关键。
[Abstract]:With the development of the government affairs Weibo, its influence has become the focus of investigation. However, the existing studies pay more attention to its performance on the Weibo platform, but ignore its cross-media communication.Based on the theory of remedia, taking Xinmin Evening News as an example, this paper analyzes the characteristics of traditional mainstream newspapers in remediating the political affairs Weibo, evaluates the cross-media communication of the government affairs Weibo, and discusses the characteristics of the current political communication.It is found that there is a difference between the traditional media and the traditional media, and that the re-media of the traditional mainstream media should also become an important aspect of observing the influence of the government affairs Weibo.Although the traditional mainstream media in China is influenced by social media such as Weibo, it still retains its own media logic. Political communication in our country is a kind of intermedia communication, so in order to meet the needs of the new media environment,The establishment of inter-media communication strategy is the key to build a communication government.
【作者单位】：浙江传媒学院话语与传播研究中心;
【基金】：2014年度浙江省高校重大人文社科项目攻关计划规划重点项目“台湾新闻抗日集体记忆话语的建构与变迁以及对促进两岸民族认同的启示”(2014GH014)的阶段性成果
【分类号】：D630;G206

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