本文選題：非政府組織 + 社交媒體��； 參考：《國際新聞界》2017年06期

【摘要】：在當代中國特殊的政治社會語境下,非政府組織由于其非國家屬性,始終面臨自身生存合法性的挑戰(zhàn)。相比傳統(tǒng)官方媒體的謹慎態(tài)度,蓬勃發(fā)展的社交媒體為中國的非政府組織提供了重要的替代性傳播資源。本文以"大愛清塵"這一典型本土草根慈善非政府組織為個案研究的對象,試圖考察中國草根非政府組織是如何策略性地調(diào)用社交媒體來促進自我組織管理、建構(gòu)自身合法性以及推動行動主義目標的實現(xiàn)。研究發(fā)現(xiàn),社交媒體在公益行動主義實踐中的應用既展示了賦權(quán)的潛力,也存在自我約束的局限性。草根行動主義者采取了將社交媒體和傳統(tǒng)大眾媒體相結(jié)合以獲取不同類型合法性來源的平衡的媒介策略,并在話語實踐中采用了混合的表達策略,即總體上將目標議題非政治化,但在局部層面又在一定程度上進行了有限度的政治化表達,從而有意識地參與到意識形態(tài)和政策邊界博弈的過程之中。
[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.
【作者單位】： 中國傳媒大學傳播研究院;
【分類號】：D632.9;G206

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