媒体对公共政策过程影响研究综述:“传统媒体”框架的失灵与“社交媒体”框架的缺失

媒体通过对政策渐进式的影响，不断促进社会形态的嬗变。面对变革，我国学界还未能从“传统媒体”的框架中摆脱“路径依赖”，传统媒体长期以来处于行政隶属地位，使得其他利益诉求难以在传统媒体上发声；而“社交媒体”的兴起又进一步分化了“传统媒体”对公共政策过程的影响力。“运动式”的媒介公共政策动员手段导致意见的撕裂，地方“传统媒体”一片叫好，“社交媒体”不乏争议。这是因为我国还未形成系统的“社交媒体”的公共政策过程影响管理机制，主要表现在以下几个方面:未能给相关管理部门提供足够的社交媒体治理经验，缺乏社交媒体对公共政策过程从“问题产生”到“效果评估”各阶段影响方式和作用的详尽分析，未建立起与社交媒体对应的政策过程传播管理框架，社交媒体的管理仍停留在“消极管理”阶段，缺少“积极管理”机制。文章试从传播学、公共政策过程理论出发，利用框架分析与对比研究的方法，综述当前“传统媒体”与“社交媒体”对公共政策过程影响存在的差异因素、国内“传统媒体”影响公共政策过程框架失灵的原因以及“社交媒体”框架对公共政策过程影响研究的缺失。

A Review of Media Impact on Public Policy Processes in China: The Failure of the "Traditional Media" Framework and the Absence of a "Social Media" Framework

Through gradual influence on policies, media has continuously promoted the transformation of social forms. Facing reforms, the academic community in China has not been able to get rid of "path dependence" from the "traditional media" framework. The traditional media has long been in an administrative subordinate position, making it difficult for other stakeholders to evoke in the traditional media; and the rise of "social media" further differentiates the influence of "traditional media" on public policy process. "Movement-style" media public policy mobilization leads to the tearing of opinions, local "traditional media" is applauded, while "social media" is controversial.It is because China has not yet formed a systematic management mechanism of "social media" public policy process. It is mainly manifested in the following aspects:Firstly, there is no provision of sufficient social media governance experience to relevant management departments; Secondly, it is lack of analysis on social media effects and functions in the complete stages of the public policy process from the "problem creation" to "effect evaluation"; Thirdly, no policy process communication management framework corresponding to social media has been established; Fourthly, the management of social media still stays in the stage of "passive management" and lacks the "active management" mechanism. This article, based on the theory of communication science and public policy process, uses framework analysis and comparative research methods to review the current differences between the "traditional media" and "social media" impacts on the public policy process, the reasons for the failure of the traditional media framework and the lack of research on the impact of the "social media" framework on public policy processes.