作　者：史安斌
关键词：全球传播； 联合国； 社交媒体； 微博； 语义网络分析
摘　要：

全球传播以公正性为前提，强调维护文化的多元性。作为当今规模和影响力最大的国际性组织，联合国理当在秉持全球传播的理念上率先垂范。“人权”这一普世性兼具争议性的议题，是联合国微博绕不开的重要内容。以人权为关注焦点，用“语义网络分析”为方法，可以突破传统框架分析的路径依赖，恰当地评估联合国全球传播的实际成效。联合国官方微博中提及最多的议题是自由、平等和生命权，而发展中国家较为关心的经济发展权和文化平等权，在相关议题传播中未能得到充分的关注和体现。联合国负责人权事务的高级专员为其微传播的主体，负责宣示联合国在人权事务上的态度和立场。联合国官微中频繁使用的“敦促”和“呼吁”两个词，情感强度上有显著差异，显示出对不同国家所持的不同立场和态度。以对“死刑”的态度为例，联合国的微传播实践在消除“文化折扣”方面乏善可陈。从保持价值中立、倡导文化多样性、降低文化折扣三方面衡量，联合国微传播的现实表现距离全球传播的理想模式还有不小的差距。

On the Ideal Model of Global Communication:A Case Study of United Nations’ Official Weibo

Shi Anbin (Tsinghua University)

Abstract:This study examines the global communication of the United Nation(UN) in maintaining fairness and diversification and reducing cultural discount through semantic network analysis of its official Weibo account and its related tweets on human rights issue.On this basis,the author endeavors to propose an ideal model of global communication which would contain the following elements:clear and unified value standards,the diversity of information sources,the inclusiveness of rational debate,and the implementation of “one world,many voices” dictum from the MacBride Report (1980).As the biggest and most authoritative international and inter-governmental organizations,UN should set an exemplar for adhering to the ideal model of global communication,which is best exemplified by the social media communication on human rights,one of the most universal and controversial issues.This study finds that there exists a communication gap between developed and developing countries in their different perception and definition of human rights.However,the UN’s social media communication has not fully accounted for the complexities and discrepancies of understanding human rights by various countries.By the yardstick of advocating value-free ethics and culture diversity principle,as well as reducing cultural discount,the status quo and effect of UN’s social media communication are still far from accomplishing the ideal model of global communication.
 

Key words:global communication; United Nations; social media; weibo; semantic network analysis

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