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新媒体尤其是政务新媒体的发展为政治观念传播和舆论引导提供了新的变革路径,新闻宣传和引导不再仅仅是政治符号的传递,而是集互动社交、服务、活动和内容生产为一体的微新闻生产过程。政务新媒体处于体制化政治传播与媒介环境互动的风口,在这种宣传范式更迭中也经历着最为深刻的变革。共青团微新闻生产改革是青年政治社会化的探索过程。本文从新媒体环境下政治社会化过程的三个阶段来描述变革期政务新媒体“有意义”和“有意思”内容的磨合、政治符号的转化以及政治互动的特征,并借此探讨各方力量互动对政务新媒体创新和改革路径的影响,进而反思从“新闻宣传”到“新闻舆论”两种范式转型的过程。
The development of new media, especially new government media, has provided a new path of change for spreading political concepts and guiding public opinion. News propaganda and guidance are no longer just the transfer of political symbols. They are a combination of social interaction, services, activities and content production Micro-news production process. Government new media is in the process of institutionalized political communication and interaction with the media environment. It also experienced the most profound changes during the change of this publicity paradigm. The communist youth league micro-news production reform is the exploration process of youth political socialization. This article describes the transformation of political media “change”, “meaningful” and “interesting” content, the transformation of political symbols and the characteristics of political interaction from the three stages of the process of political socialization in the new media environment. The interaction of forces between different parties on the innovation and reform path of new government media, and then reflect on the transition from “publicity ” to “public opinion ” two paradigms.