论文标题:网络言论传播引论
A Introductory Study on Net-mediated Communication of Commentary
论文作者 吕坤良
论文导师 谢宏,论文学位 博士,论文专业 新闻学
论文单位 中国社会科学院研究生院,点击次数 300,论文页数 105页File Size5959k
2002-04-01论文网 http://www.lw23.com/lunwen_2340392/ 网络;言论;传播;舆论
Internet;commentary;communication;public opinion
该论题力图探讨网络言论传播以及网络舆论引导问题。这种探讨无论对言论传播研究的丰富还是对网络传播研究的深化，都具有理论、学术上的重要意义，也有助于对网络舆论的正确引导。鉴于以往对与此相关问题的探讨，微观、定量研究多而宏观、定性研究少，笔者运用新闻学、传播学、社会学和哲学的理论框架与研究成果，把网络言论传播置于整个传媒环境、整个社会环境中予以考察观照，力图从宏观角度作一些学理上的深入开掘，并达到视角和观点突破、创新的程度。以下是论文的主要内容： 1、从传播方式和传播内容看，目前网络言论的传播形态主要有“网站转发言论”、“网站原创言论”和“网民交互言论”三类。与传统传媒的言论传播相比，网络言论传播在时效性、覆盖面、信息量等方面都体现出自身的优越性，但网络言论传播最本质的特征是它的自由性和交互性。 2、网络传播中“把关人”作用的减弱带来言论传播主体的自由与多元。网络言论传播主体从专业传播者向非专业转播者的转移，展现了言论作为意见交流方式有其普遍性、交流性的特点。但是，包括网络言论传播在内的大众传媒的言论传播，不仅是一种社会交流方式，更是一种社会调控方式。互联网加剧了言论传播问题上自由与控制的二律悖反，需要在更高的层次上达到新的相对平衡。 3、言论的交互传播从理论上说有助于提高言论传播的说服效果，但是从目前网民言论的交互内容和交互方式看，言论交互传播的说服效果并不显著。以电子论坛为主体的网民言论交互传播，具有拓展“意见自由市场”的意义，但网络言论交互传播的意义，需要从整个互联网这一“大市场”的角度予以评估。“意见自由市场”尽管是西方自由主义论者的理想，其理论诠释并不完善，因为大众传媒的言论传播应该实现真、善、美的综合价值。 4、在已经步入或正在步入的网络时代，网络言论传播会进一步加强。从技术进步的角度看，网络言论传播会更加提升其交互的特性，并实现多媒体传播形态；从传媒竞争的角度看，网络言论可以提高网络信息的原创性，展现互联网站自身的传播个性，从而提高互联网站的竞争力；从公众需求的角度看，通过网上言论传播参与社会事务的管理，正是网络时代的公众日益提高的情感和意志的需求。 5、网络言论传播产生了积极的社会影响，也带来了消极的社会冲击。网络虚拟社区骂街的霸权氛围和游戏心态，扫荡了网络空间的文明气息。包括言论传播在内的网络传播加剧了公众的分化过程，降低了大众传媒的影响力。网络言论传播更使舆论环境复杂化，加大了大众传媒舆论引导的难度。 6、网络空间并非特区，传统传媒言论传播的真、善、美原则，应该也能够在网络空间得到体现。在舆论控制相对减弱的网络空间，实现言论传播真、善、美的综合价值，需要采取一些新的策略：设置议题提高控制力，说理表述增强影响力，协同一致形成合力。 论文贯穿的中心思想是：网络言论传播的自由性与交互性，对社会舆论、社会整合带来重要影响和冲击；网络言论传播主体从专业传播者向非专业传播者的转移，展现了作为意见交流方式的言论有其普遍性、交流性的特点，但包括网络言论传播在内的大众传媒言论传播，既是一种社会交流方式，同时也是一种社会调控方式，大众传媒言论传播应该实现真、善、美的综合价值；尽管网络言论传播在一定程度上是向强调“趋善”的“意见自由市场”的接近，但网络言论传播要实现真、善、美的综合价值，应适应网络传播的特点并采取一些新的策略，从而提高网络言论传播和网络舆论引导的效果。
The thesis discusses the commentary communication and the guiding public opinion through Internet. The discussion is of very significance in the communication theory and media practice,for it not only enrich the research of commentary communication,but also deepen the research of net-mediated communication and help to guide properly the public opinion through the Internet. In examining the research history of the objects above,it is found that there is few qualitative macro-analyses but many quantitative micro-analyses. Therefore,the thesis aims to break through in the respect from the macro-angle,by studying the net-mediated communication of commentary in the whole media environment and social background,and applying the theoretical frame and research results of many fields such as journalism,communication,sociology and philosophy etc.The main contents of the thesis is the following:l.In the light of the content and pattern classification,the net-mediated communication of commentary includes transmitting commentary of web sites,creative commentary of web sites and interactive commentary among net-users. Compared with that through traditional media,the commentary communication through Internet is of superiority in the aspect of timeliness,scope and information quantity. However,freedom and interaction are the most innate character of commentary communication through Internet.2.The weakness of gatekeeper"s function of net-media leads to the pluralism of communication subject,for the commentary communication through net-media deeply promote the trend that communication subject transmit from professional communicator to non-professional communicator. The transmitting trend symbolizes that the commentary is essentially a common form of social exchange. However,the commentary communication through mass media is not only a form of social exchange,but also a form of social control. The commentary communication through net-media intensifies the contradiction between freedom and control in the course of communication. The net-mediated communication of commentary should and can leads to relative balance between freedom and control.3.Theoretically,the interactive communication of commentary can enhance the effect of persuasion. From the aspect of interactive contents and interactive patterns,the present persuasive effect of interactive commentary among net-users is not remarkable,hence,it is not appropriate to give higher praise to net-forum in developing "free market of opinion". Although " free market of opinion " is an ideal of western liberals,thetheory about it was not perfect,for the commentary communication through mass media should achieve the multiple values of the true,the good and the beautiful.4.Net-mediated communication of commentary will be relatively strengthened in the coming net-era,which is insured by advancement of technology,contest among media and demands of audience. Therefore,the net-mediated communication of commentary will show its unique character more and more. The multi-media commentary that combines audio,video and text would emerge. The non-relational aspect such as lack of continuity and scene would be reformed.5.Although the persuasive effect of interactive communication is not remarkable,the net-mediated communication of commentary is of important social shock. The civilized atmosphere in cyberspace is destroyed by the abuses and hegemony overflowed in the virtual community. According to social control,the net-mediated communication of commentary increases the complexity and difficulty of guiding public opinion and harmonizing society of which mass communication take on the function.6.The Cyberspace is not special field. The principle of the true,the good and the beautiful pursued by commentary communication through traditional media should and can followed. In cyberspace,the control of public opinion is relatively weakened,so,some new tactics must be applied to follow the principle of the true,the good and the beautiful. For example,the control of public opinion
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