【作者】 赵红艳；

【导师】 何明升；

【作者基本信息】 哈尔滨工业大学 ， 社会工程与管理， 2013， 博士

【摘要】 媒介权力（Media Power）特指大众媒介对个人或社会进行影响、操纵、支配，对议题进行议程设置的能力，是大众传播学的核心议题之一。随着信息时代的来临，对“网络媒介权力”的本质性把握成为决定网络管理和危机管理成败的关键因素。本文借鉴社会生态学的分析框架，运用社会网络分析法（SNA）、案例分析法、计算机仿真等方法，对热点事件中网络媒介权力的运行机制进行分析，并在此基础上提出了“自媒体”时代网络社会管理的模式与对策。本研究旨在为热点事件的有效管理提供学理依据，提升政府及有关部门的应急管理能力，从而为创新社会管理提供可行之策。网络媒介的特有属性使信息传播模式发生了质的变化，传统时代被媒介组织所掌控的媒介权力转移到网络使用者手中。这种权力的转移对传统网络管理模式提出了挑战。为解决这一问题，本文对国内外热点事件环境下网络媒介权力的相关研究进行梳理和评述，打破以往单纯将网络媒介定位为技术平台的狭隘观念，基于网络媒介的主体能动性界定了“网络媒介权力”及其它相关概念的内涵，建构了网络媒介权力运行机制的研究框架和静态—动态分析模型，奠定了本研究的理论基础。网络媒介系统与自然生态系统具有结构、功能、特征等方面的相似性，其结构性要素复杂互动所形成的关系网络是媒介权力生成的重要基础。因此，本文将生态学理论和社会网络分析方法引入网络媒介权力研究。首先，借鉴生态系统中环境、群体（主体）、资源及各要素的耦合关系，构建热点事件中网络媒介权力运行的系统框架，并对系统中的各结构性要素进行静态描述。其次，对系统中各要素的耦合关系进行动态分析，从运行路径、运行介质、运行规则、运行测量等维度建构网络媒介权力的运行机制模型。在此基础上，分别阐释网民个体、媒介种群、系统环境等三个层面主体在上述运行机制下基于各自所拥有的资源（资本）进行互动，各主体的中心地位和对事件议程设置的能力得以分化的动态过程。在此过程中，三个层面分别形成劝说性权力、权威性权力和强制性权力，三种权力类型整合运行最终使网络媒介权力得以凸现，从而明晰了网络媒介权力运行过程中虚拟与现实交织互动的复杂机理。在上述理论分析基础上，综合运用案例分析法和系统仿真法对网络媒介权力的运行机制进行实证分析。本研究选取最具代表性的“723甬温线特别重大铁路交通事故”为研究对象，结合现实数据与仿真数据，分别从网民个体、媒介种群、系统环境三个层面，对事件中网络媒介权力的演变规律进行阐释，验证了理论假设。本研究基于Java语言和Access数据库开发的计算机仿真系统，能对网民、发贴量、网站、媒介类型等参数设置进行改变，从而对不同情境中帖子的传播过程进行模拟，弥补了真实数据获取不足的局限性。热点事件中网络媒介具有强大的议程设置能力，其主体能动性由网民个体、媒介种群、系统环境三个层面的主体协同实现。因此，针对网民、媒介和系统环境主体等的行动特点，分别提出了网民个体层劝说性权力的引导对策、网络媒介种群层权威性权力的调控对策、网络系统环境层强制性权力的治理对策。对网民个体而言，应该构建转型期社会心理预防及疏导机制，避免网民情绪的感染与同化；培养舆论领袖，正确引导网络舆论。对网络媒介种群而言，应该加强各不同媒介种群的差异化管理；加强媒介种群间的合作交流，发挥聚合效应。对网络媒介系统环境而言，应该强化政府的公共治理能力；加强传统媒体的“把关人”角色。在此基础上，寻求“政府—媒介—民众”三者的新型社会关系，构建符合网络社会运行规律的协同治理模式。更多还原

【Abstract】 Media power is one of the core issues in mass communication, which refers to theability owned by mass media to make personal or social manipulation and to makeaggenda-setting. With the advent of the information age,the correct undersanding of“Network Media Power”is becoming a key factor in determining the success of networkmanagement and crisis management. This article draws on the analytical framework ofecology and analyzes the operating mechanism of the network media power in hotevents,using social network analysis (SNA), case analysis method, theoretical modelingand computer simulation method. Based on this,this paper puts forward the socialmanagement model and countermeasures in "We Media" era. The purpose of this study isto provide a theoretical basis for the effective management of the hot events, enhanceemergency management capacity of the government and the relevant departments, andthus provide a viable strategy for innovative social management.The unique properties of the network media have made a qualitative change in thepropagation mode. Media power dominated by media organizations in traditional era istransferred to the hands of Internet users,which challenges the traditional networkmanagement model to follow administrative directives and technical means. To solve thisproblem, this paper sorts out the articles on the study of network media power in thedomestic and international environment of hot events and makes commentary. Breakingthe previous simple view that the network media is just a technical platform forexchanges of information, this article defines the cconcept of "network media power" andother related ones based on the subjectivity of network media.And then, this paperconstructs the research framework and static-dynamic analysis model of network mediapower’s operating mechanism, which lays the theoretical basis of this study.The Network media system has similarity of the structure, function, andcharacteristics with the natural ecosystem,whose complex relationship network formedby the interaction of the structural elements is an important foundation of media powergeneration. Therefore, this article introduces the ecology theory and social networkanalysis methods to the network media power research. First, learning from therelationship of environmen,groups (main),resources and other elements in naturalecosystem, this article builds a system framework of media power running in hot events.Furthermore,there is a static description of various structural elements of the system.Secondly, this paper makes the dynamic analysis of the relationship of the variouselements in the network system,and constructs the running mechanism model of networkmedia power in hot events,which composes by the dimension of running paths, runningmedia, running rules and running measurement. On this basis, this paper explainsrespectively the interaction process of Internet users, media populations and system environment under the operating mechanism of the network media power. In this process,all the main bodies interact in the above three levels based on their own resources (capital)so as to make their centrality and the ability of making agenda setting differented,andrespectively form the persuasive power, authoritative power and coercive power, whichdescribes the complex running mechanism that virtuality and reality intertwined ofnetwork media power.Based on the above theoretical analysis,there is the empirical analysis of theoperating mechanism of the network media power. The paper regards the vent of "7.23Yong-Wen line railroad accident" as the research object. Combined with realistic dataand simulated data,this paper interpretates the evolution of the network media powerfrom the three levels of Internet users, the media, and the system,and verifies thetheoretical assumptions. The computer simulation system based on the Java language andthe Access database developed by this research can change the parameters such asamount of Internet users,posts, websites and media type. And the simulation ofpropagation of posts in different contexts makes up for the lack of the real data.The network media has a powerful agenda-setting capacity in hot events, whosesubjectivity is achieved by the interaction of the three levels of the main body that is thenetizens individual, media populations and the system. Therefore,according to thedifferent characteristics of Internet users, media and system, this paper puts forwardrespectively the guiding countermeasures of persuasive power in regard to netizenindividuals, the regulating countermeasure of authoritative power in regard to mediapopulations and the governing countermeasures of coercive power in regard to the medianetwork system. For netizen individuals,what should do is to build psychosocialprevention and divert mechanism in order to avoid the emotion infections;To cultivateopinion leaders, who can correctly guide public opinion in the network. For mediapopulations,what should do is to strengthen differentiated management of different mediapopulations;To strengthen cooperation and exchanges between the media populations soas to play a polymerization effect. For network system,what should do is to strengthenthe ability of public governance;To clear the "gatekeeper" role of the traditionalmedia.On this basis, the new social relationship among government,media and public iscleared,and the collaborative governance model is built that in line with the laws of thenetwork society.更多还原