中国媒介语境下的突发灾难事件与传播学理论的检视与思考——以汶川地震报道为例

汶川地震报道为我们提供了一次检视传播学理论与本土化媒介语境如何契合的机会。研究和思考传播学理论在中国突发灾难报道这一特殊的“媒介语境”下的呈现与表征，具有重要的现实意义和学理意义。在地震报道中，媒介的议程设置理论、沉默的螺旋理论、传播免疫理论以及传统的受众理论等都值得我们重新审视和思考。从事实层面来看，在汶川地震的报道中，议程设置理论、沉默的螺旋理论以及受众理论等较之历史语境及西方社会语境，都有一定的“变异性呈现”，体现了传播理论进入中国媒介语境后显示的本土化特征。从规范层面来看，单一的媒介议程、单一而强势的舆论场、单一的媒介强效果论和消极受众理论等，都不利于打造一个健康的媒介生态。在重大突发事件的报道中保持议程设置的多样性，保持声音的多元性才有利于公共利益。

Disastrous Accidents and Communication Theories in the Context of Chinese Media:A Case Study of the News Reports on the Wenchuan Earthquake

The news reports on the Wenchuan earthquake have enabled us to see how communication theories found their applications in the context of the Chinese media. A study of how they were incorporated in Chinese news reports on the disastrous accident is of realistic and academic importance. The agenda-setting theory, the Spiral of Silence, the immunization theory, and the traditional audience theory, among others, in the news reports on the earthquake, are all worth re-examining and re-thinking. As a matter of fact, these theories, as reflected in the news reports, have been ＂accommodated＂ more or less to the Chinese context of mass media. We know from a professional point of view that the exclusiveness of media agenda, the monopolization of the public-opinion market by the most privileged institution（s） of media, the over reliance on the influences of a few dominant media, and the negative audience theory, among others, are harmful to the creation of a healthy environment of the mass media. Therefore, in the news reports on serious accidents, only by setting diversified agendas and uttering multiple voices can the public interest be safeguarded.