社交媒体时代全球传播的理想模式探究基于联合国微传播的个案分析.docxVIP

社交媒体时代全球传播的理想模式探究 ——基于联合国“微传播”的个案分析 史安斌 清华大学新闻与传播学院 摘要： 全球传播以公正性为前提，强调维护文化的多元性。作为当今规模和影响力最大 的国际性组织，联合国理当在秉持全球传播的理念上率先垂范。“人权”这一普 世性兼具争议性的议题，是联合国微博绕不开的重要内容。以人权为关注焦点， 用“语义网络分析”为方法，可以突破传统框架分析的路径依赖，恰当地评估 联合国全球传播的实际成效。联合国官方微博中提及最多的议题是自由、平等和 生命权，而发展屮国家较为关心的经济发展权和文化平等权，在相关议题传播 中未能得到充分的关注和体现。联合国负责人权事务的高级专员为其微传播的主 体，负责宣示联合国在人权事务上的态度和立场。联合国官微中频繁使用的“敦 促”和“呼吁”两个词，情感强度上有显著差异，显示出对不同国家所持的不 同立场和态度。以对“死刑”的态度为例，联合国的微传播实践在消除“文化折 扣”方面乏善可陈。从保持价值中立、倡导文化多样性、降低文化折扌II三方面衡 量，联合国微传播的现实表现距离全球传播的理想模式述有不小的差距。 关键词： 全球传播;联合国;社交媒体;微博;语义网络分析; 作者简介：史安斌，清华大学新闻与传播学院教授，教育部青年长江学者特聘教 授;北京100084c 收稿日期:2017-09-17 On the Ideal Model of Global Communication:A Case Study of United Na/tions Official Weibo Shi Anbin Tsinghua University; Abstract： This study examines the global communication of the United Notion ( UN) in mQintdining fairness and divcrsification and rcducing cultural discount through sema ntic network analysis of its official Wei bo accou nt and its related tweets on human rights issue. On this basis, the author endeavors to propose an ideal model of global communica.tion which would contain the following elements: clear and unified value standards, the diversity of information sources, the inclusiveness of rational debatc, and the implementation of one world, many voices” dictum from the Mac Bride Report ( 1980) . As the biggest and most authoritative international and inter-governmental organizations, UN should set an exemplar for adhering to the ideal model of global communication, which is best exemplified by the social media communication on human rights, one of the most universal and controversial issues. This study finds that there exists a communication gap between developed and developing countries in their different perception and definition of human rights. However, the UYs social media communication has not ful 1 y accounted for the complex itics and discrepancies of un dors tending human righ ts by various countries. By the yardstick of advocating value-free ethics and culture diversi