從中共輿論導向析論新華社災難新聞報導框架－以2008年川震為例

News Reports from the Chinese Communist Orientation of Public Opinion Analysis on the Xinhua News Agency Disaster Framework 2008 Sichuan Earthquake as an Example

林中瑛(Chung-Yin Lin)

《復興崗學報》 102期 (2012/12) Pp. 91-116

https://doi.org/10.29857/FHKAJ.201212.0005

摘要

中共輿論導向係指社會主導者，透過特定的傳播訊息管道，影響社會大眾對公共事務的關注與評價；具體而言，黨的絕對領導為傳播政策核心，不同於西方傳播理論認定的媒體第四權，即是以黨國管理者為導向主體，將所期望引導的傳播內容，強調正負的多元訊息，引導閱聽者受主體思想行為，更勝封鎖訊息及政令宣導的單向傳播。災難事件的即時需求，有利中共突破美國的國際傳播優勢，建構其有中國特色的新聞報導策略，達成政局穩定目的。因此，新華社川震新聞策略，係以「黨國處理者」及「友善專家評論」的選擇性內容，使外界瞭解中國實情新聞為主要內容，藉以達到政治傳播之目的。這種新聞報導存有政令宣導的導引功能，同時發生於單一的傳播過程，亦使得輿論導向在承平時期的傳播策略，有利平戰轉換、災難前後的多項利益，取得輿論支持的關鍵優勢。研究採文獻分析法，蒐集有關官方出版品、書籍、期刊、論文、報紙等資料，探究中共政治規範及集體領導的角度，歸納災難事件的傳播策略，並以描述性統計析論新華社川震新聞的報導策略，梳理輿論導向的黨國決策、傳播過程及導向作用。

關鍵字

中共 ； 川震 ； 新華社 ； 災難新聞 ； 輿論導向

並列摘要

The Chinese Communist direction of public opinion means the community leader spreads the message through a specific pipeline to influence community concern in public affairs. Specifically, the Chinese party regards its absolute leadership as the core of the mass communication policy. However, Western communication theories think of media as the fourth right, the party managers as oriented subject will expect to guide the content of the news, emphasize the diverse positive and negative messages, and guide the thinking and behavior of the listener, instead of the message or blockade of the one-way transmission of government propaganda.The immediate needs of disaster events are good for the Chinese Communist to break through advantages of the U.S. in the international broasting and construct the news coverage strategy with Chinese characteristics, to stablize political situaion. Therefore, the Sichuan earthquake information strategies of the Xinhua News Agency was based on the selected content of the party-state processing and the friendly expert reviews, so that the other counties understand China's facts of news as the main content in order to achieve the purpose of political communication.The type of guidance functions of government propaganda occurs simultaneously on a single spread process. Also the communication strategy of direction of public opinion in peacetime is beneficial to the transformation from peacetime to wartime, get a number of interests before and after disaster, and get the support from the public opinion.We analyze research literature to collect the relevant official publications, books, journals, papers, newspapers and other information to explore the perspective of the Chinese Communist political norms and collective leadership, summarizing the catastrophic events of the communication strategy, analysis and descriptive statistics on the Sichuan earthquake of Xinhua News reported strategy combing the direction of public opinion, party-state decision-making, communication processes and guiding role.

並列關鍵字

Communist China ； Sichuan earthquake ； Xinhua News Agency ； disaster news ； public opinion