失衡的三角—对当前网络传播困境的一种解释

Imbalance Triangle—An Explanation for the Current Internet Communication Predicament

摘要: 本文以舆论形成的互向模式为框架，探讨媒体、精英、公众三方在互联网技术背景下的传播特征和相互关系的变化。本文认为：互联网技术打破了在媒体、公众和精英之间长期形成的力量均势，是目前网络传播困境的主要原因。抽象的公众在互联网上被还原为具体的个体，并不总是能反映公共利益。精英阶层与普通民众可以在同一个平台上直接面对面，但并没有做好充分的准备，并能在民众议程中保持积极的导向。媒体被网络牵引，而难以有独立客观的报道。改变现状的关键在于重建媒体影响力。

Abstract: Based on the co-orientation approach to public opinion formation, this paper discusses about the characteristics and changes of the relationship among the media, the elite and the public in Internet context. The author argues that the Internet technology has broken the power balance among the media, the public and the elite, and that is the main reason for current Internet communication predicament. Individuals on the Internet do not always reflect the public interest. The elite can communicate with the ordinary people directly on the Internet, but they are not fully prepared and able to maintain a positive orientation in the public agenda. The mass media trapped in the Internet is difficult in reporting independently and objectively. The key to change the status quo is to rebuild the mass media influence.