国际中文开源期刊平台

新媒体时代传统主流媒体的话语竞争 ——基于人民日报微博短评的受众认同研究

The Discourse Competition of Traditional Mainstream Media in the New Media Era — Research of Audience’s Recognition Based on Commentaries of People’s Daily Weibo

中国新闻评论 / 2021,2(2)：96-114 / 2021-06-18 578 809

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• 作者： 王殿英      刁卓达      陈震      连仕琳      刘林伟     
• 单位：

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• 关键词： 话语竞争；受众认同；传播效果；Q 方法
• Discourse competition; Audience’s Recognition; Media effects; Q-methodology
• 摘要： 本研究使用 Q 方法，以 30 位在读硕士研究生为研究群体，考察其对人民日报微博短评的认同态度，发现存在理中客、见证者、理论派和追梦人四种认同类型，并据此提出传统主流媒体在信息网络时代占据话语高地的可行策略，即充分利用内容生产的专业性优势，改进主流话语传播方式，增强敏感领域舆论引导工作的针对性。
• This study addressed the audience’s attitudes towards commentaries of People’s Daily Weibo. The Q-methodology was employed for collecting data and, in total, 30 graduate students were interviewed for the study. Four types were identified, namely: Rationalists, Witnesses, Academists and Dream-chasers. According to results, feasible strategies for traditional mainstream media to occupy the discourse high ground were put forward, scilicet, making full use of the advantages of professional production, improving the propagation mode of mainstream discourse, and enhancing the pertinence of public opinion guidance in sensitive areas.
• DOI： https://doi.org/10.35534/cnr.0202008
• 引用： 王殿英，刁卓达，陈震，等．新媒体时代传统主流媒体的话语竞争——基于人民日报微博短评的受众认同研究［J］． 中国新闻评论，2021，2（2）：96-114．