澳门传统政治沟通模式是政府主导、社团协商、线下动员与媒体宣传的有机结合。进入网络社会后,在主流政治沟通模式之外,澳门出现了网络政治组织主导下的网络沟通和新媒体宣传动员的新态势,并在很大程度上导引了2014年的一系列公共事件,尤其是5月的“反离补”事件。本文回顾澳门2014年三大公共事件中的政治沟通过程,实证分析澳门市民新媒体使用与其对“反离补”事件认知和参与的关系,探讨新媒体对传统政治沟通的冲击和挑战。新媒体动员的公共事件反映出澳门传统政治沟通的不足,以及政府在网络政治沟通中的缺位,澳门政治沟通的改善迫在眉睫。展望未来,新媒体影响甚至主导政治沟通将成为澳门的“新常态”,政府、主流社团和主流媒体只有主动研究和学习新媒体的传播规律,加强和善用新媒体,审时度势,才能在与民众的政治沟通中取得相应的话语权。
<<In 2014,social uses of new media in Macao society presented new characteristics,making Macao a highly advanced network society. New media use of Macao residents evidently functioned to facilitate their knowledge and participation of social movements. The new media-mobilized social movements,such as the “5.25 Anti-Retirement Subsidies Movement”,reflected the influence social media effected in public opinion and the power it generated in social mobilization. The traditional political communication model,which had been set within the principal framework of association politics,was greatly impacted,and exhibited a lack of network political communication. In the year 2015,the newly-sworn-in Macao government will make on the list of its major priorities the construction of a new model of political communication. The support of the Central Government and the development of Hong Kong-Macao-Zhuhai integration will also contribute to an environment for more open,transparent and participatory model of political communication. However,local tensions and external influence still exist,which will pose serious challenges to political communication,particularly network political communication. The contention among mainstream media and new media in influencing public opinion will continue,so the prospect of political communication which strives for consensus will not come easy.
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