社会媒体、说服传播与环境群体性事件——对PX事件的社会心理学分析

摘要

社交网络平台正逐步成为普通民众参与群体性事件最为常见的入口.本文基于社会心理学视角,在说服的视域下从信息加工角度(ELM模型)探讨PX事件的动员机理及应对机制中说服传播的特点.社会媒体上的说服信息对集体行动的参与意愿与行为产生重要影响.基于目标受众的具体特征,综合运用各类媒介、选择合适的说服路径及安排恰当的说服信息等有利于事件的预防与应对.受众对政府的信任影响了说服传播的效果,而政府的应对措施及归因策略对信任修复非常重要.%Social media are providing the most common entrance to environmental collective actions among common people.This article attempts to study, through the lens of persuasion and from the aspect of information processing (i.e., elaboration likelihood model), the persuasion routes and important facts that affect the attitude change in anti-PX protests in China.The persuasive information on social media greatly influences the participating willingness and behaviors to collective actions.On the basis of the characteristics of targeted audience, utilizing kinds of media forms comprehensively, selecting appropriate persuasion routes, and arranging proper persuasion contents are conductive to preventing and responding to collective actions.Moreover, recipients' trust in government produces influence on persuasive effect, and the government's response measurements and attribution strategies play an important role in rebuilding the trust.