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Norm Rhetoric and Collaboration: Logic Reconstruction and Multiple Practice of Government Public Communication in the Context of Social Media
Zhang Hongying
Chinese Journal of Journalism & Communication ›› 2023, Vol. 45 ›› Issue (9) : 140-162.
PDF(1745 KB)
PDF(1745 KB)
Norm Rhetoric and Collaboration: Logic Reconstruction and Multiple Practice of Government Public Communication in the Context of Social Media
Government public communication is an intersectional concept of organizational communication and media norms. As a mechanism to promote the process of democratic society, government public communication is a “public discourse system” based on the best social decision-making framework of public decision-making, information access and social responsibility. With the reconstruction of the elemental context for government public communication in social media, “norm collaboration” has become the dominant mode of discourse practice in government public communication. This paper attempts to testify the strategic practice capability of multiple actors of government public communication on social media by analyzing the key texts with the method of recontextualization. It is found that in the major public events, the official institutions construct the “main tone” of public communication with the strong discursive text of “authoritative release”, and maintain the discourse order by means of intertextuality and rhetoric across the institutions. Media texts are highly dependent on government texts, especially its key texts, and take “collaborative rhetoric” as their main discourse strategy. In addition, the discourse space for the public to participate in government public communication is still restricted. Therefore, this paper puts forward the media normative theory of “collaborative responsibility” for government public communication in the domestic context, and advocates a collaborative paradigm of responsibility that combines social responsibility tradition with citizen participation.
government public communication / social media / recontextualisation / media normative theory
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1. 公共关系的四种模型：媒体代理、公共信息传递、双向不对称和双向对称四模型。
2. 议题框架偏好是按照主体实践的功能诉求及其角色偏好，以讯息类型为基础，将“告知阐释类讯息”议题界定为专业行动偏好；将“知识劝服类讯息”议题界定为知识劝服偏好；将“诉求类讯息”议题界定为社会互动偏好；将“分享类讯息”议题界定为媒介文化偏好。
3. 数据来自本课题小组另外一项“政府公共传播信息接近”调研中的问卷调查。问题：疫情期间你通过哪个（些）社交媒体获得政府发布的疫情信息?结果：主流媒体的社交媒体官方账号65%、政府社交媒体官方账号10%、主流媒体APP11%、政府机构官方APP4%、自媒体5%、其他2%。
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