摘要
通过对"新冠"危机中公益组织传播所呈现的正面与负面、简单与复杂、草根与专业、在场与不在场的两极分化现象进行分析,发现议题简化与传播"茧房化"议题困境,"+互联网"与"互联网+"传播问题,单向度传播与"双套话语"是共同导致两极分化的原因。公益组织要想提高传播效果,需要主动设置议题打破公益简化现象,提升网络使用能力、破解互联网道德产品化问题,同时构建整合性话语、进行公益的跨域传播,弥合行业与事业话语裂痕。
By analyzing the polarized phenomenon of social welfare organizations in communication on different occasions,their positivity vs.negativity,simplicity vs.complexity,amateur vs.professional,and presence vs.absence,the paper finds that the agenda simplification and the dilemma of "communication bubble",communication "plus the Internet" and "the Internet plus",one-way communication and "double discourses" are the causes of polarization.In order to improve communication effects,public welfare organizations need to take the initiative to set agendas to overcome the simplified description of public welfare,improve their ability to use the Internet,and solve the problems in ethical Internet productization.At the same time,they need to set up integrating discourse,and have cross-domain communication,and thus bridge the gaps between the discourses of industry and its undertakings.
作者
何双秋
方欣晨
He Shuangqiu;Fang Xinchen
出处
《传媒观察》
CSSCI
2021年第11期72-76,共5页
Media Observer
基金
江苏省教育厅高校哲学与社会科学项目“网络聚合视角下的社会组织传播研究”(2017SJB0925)研究成果。
关键词
公益组织
两极分化形象
议题简化
“双套话语”
public welfare organization
polarization
agenda simplification
"double discourses"
