社交媒体与中国草根慈善组织的合法化传播策略——以“大爱清尘”为例

发布时间：2018-05-05 02:08

本文选题：非政府组织 + 社交媒体　；参考：《国际新闻界》2017年06期

【摘要】：在当代中国特殊的政治社会语境下,非政府组织由于其非国家属性,始终面临自身生存合法性的挑战。相比传统官方媒体的谨慎态度,蓬勃发展的社交媒体为中国的非政府组织提供了重要的替代性传播资源。本文以"大爱清尘"这一典型本土草根慈善非政府组织为个案研究的对象,试图考察中国草根非政府组织是如何策略性地调用社交媒体来促进自我组织管理、建构自身合法性以及推动行动主义目标的实现。研究发现,社交媒体在公益行动主义实践中的应用既展示了赋权的潜力,也存在自我约束的局限性。草根行动主义者采取了将社交媒体和传统大众媒体相结合以获取不同类型合法性来源的平衡的媒介策略,并在话语实践中采用了混合的表达策略,即总体上将目标议题非政治化,但在局部层面又在一定程度上进行了有限度的政治化表达,从而有意识地参与到意识形态和政策边界博弈的过程之中。
[Abstract]:In the special political and social context of contemporary China, non-governmental organizations have always faced the challenge of their survival legitimacy because of their non-state attributes. Compared with the caution of traditional state media, the booming social media provides important alternative communication resources for Chinese NGOs. In this paper, a typical local grassroots charity non-governmental organization, Da Ai cleaning Dust, is taken as a case study to investigate how Chinese grassroots NGOs strategically use social media to promote self-organizing management. Construct one's own legitimacy and promote the realization of the goal of activism. It is found that the application of social media in the practice of pro bono activism not only shows the potential of empowerment, but also has the limitations of self-restraint. Grassroots activists adopt a balanced media strategy that combines social media with traditional mass media to obtain different types of sources of legitimacy and uses mixed expression strategies in discourse practice. That is to say, the target topic is not politicized in general, but limited political expression is carried out on the local level to a certain extent, thus participating consciously in the process of the game between ideology and policy boundary.
【作者单位】：中国传媒大学传播研究院;
【分类号】：D632.9;G206

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