第十二课——从控烟舆情报告看新媒体对传统传播_省略_默的螺旋_及_意见领袖_理论为例_甘罗嘉4.pdfVIP

2015年度中国健康传播大会优秀论文集 从控烟舆情报告看新媒体对传统传播学理论的挑战一一以 “把关人”、 “沉默的螺旋”及 “意见领袖”理论为例 甘 罗 嘉 肖 晴 文 (中国传媒大学） [ 摘 要 ] 本文以人民网舆情监测室关于2 0 1 5 年 “世界无烟日”及北京控烟条例实施 的舆情分析报告作为研宄的出发点和参考，着重考查传统传播学的“把关人”理论、“沉默 的螺旋”理 论 和 “意见领袖”理论三者在新媒体环境下的变迁：研宄得出新媒体环境下“把 关人”的身份变得更加多元化和复杂化，传统媒体的把关能力被削弱；“沉默的螺旋”理论 所依赖的理论前提受到挑战，新媒体中的意见表达打破了沉默螺旋传统的范式；意见领袖凭 借新媒体的即时性和交互性获得更大的影响力一一新媒体在一定程度上颠覆与革新了传统 传播学理论。认清当下的媒介生态环境的新变化，理性地对传统传播学理论进行与时俱进的 再思考才能使其更好的指导当前的新闻传播实践。 [ 关 键 词 ] 控烟，健康传播，把关人，沉默的螺旋，意见领袖 ABSTRACT: The analysis report about the recent public opinions of C6World No Tobacco Day 2015” and “Beijing Tobacco Control Regulations”， which carried out by People’s Daily Online Public Opinion Monitoring Institute, is the starting point and important reference object of this research. As the rapid change of media environment, the traditional communication theories of “Gatekeeper”， “the Silence of Spiral” and “Opinion Leaders” also have new changes accordingly and this is what the paper tries to research. The study found that under the new media environment the identities of the Gatekeeper theory has become more diversified and complicated, the traditional media’s ability of guarding is weakened; the foundation of “the Silence of Spiral” theory relies upon has been challenged, new way to opinion expression has broken the traditional paradigm; Opinion leaders with the technology progress gained greater influence. To sum up, the new media has subverted and innovated the traditional communication theories to a certain extent. Only by identifying these new changes and rationally to keep pace with the new media can the theories be more suitable to the current communication practices. Keywords: Tobacco Control, Health