危机传播中地方媒体的角色、功能与策略

地方媒体作为社会的"守望者"、"监督者"以及沟通政府与公众的重要桥梁,其对与公共利益紧密相关的重大决策信息传播的缺席常常是导致危机发生的重要原因之一。因此,从危机传播视角出发,负责任的地方媒体在危机传播中应以价值定位取代功能性定位,明确自身作为社会监测者的基本角色,履行好危机传播中揭示危机真相和进行公民教育的传播功能。在传媒所受体制性束缚一时难以改变的情况下,地方媒体危机传播功能的实现要靠"打时间差"、"边缘突破"、"协同作战"等策略性实践手段来实现。

The Communication Role, Function and Strategy of Local Media in Crisis Communication

As the supervisor of the social, the local media＇ s absence in the communication of the important decision information which are close to the publie interests is one of the important reason which lead to crises. From the angel of risk eommunieation, a responsible local media should use the value orientation instead of the functional orientation, define themselves as the social supervisor first and fulfill the communieation function of diselosing the truth of crisis and educating the citizen during the crisis eommunication. Take account of the limitation of current media establishment, the realization of the local media＇ s function in crisis communication must dependent on the strategic praetice such as ＇to race against time＇ , ＇break out the verge＇ and ＇work together＇ etc.