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| 在線首發 OnlineFirst publication |
| 數字傳播時代縣級新聞宣傳工作者的實踐情境與主體性策略 |
| Adaptive Agency Strategies and Practices of County-Level News and Publicity Workers in the Digital Media Era |
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(83)
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| 作者 |
牛靜、莎木央金 |
| Author |
Jing NIU, Yangjin SHAMU |
| 關鍵詞 |
數字信息技術、縣域行政組織、新聞宣傳實踐、縣級新聞宣傳工作者、主體性 |
| Keywords |
digital information technology, county-level administrative organizations, journalism and publicity practice, county-level journalism and publicity workers, agency |
| 摘要 |
數字信息技術的快速發展重塑了縣域行政組織運作結構，改變了新聞傳播格局和職業新聞生產流程，並推動媒介成為一種結構性力量下沉至基層。基於此，本研究嘗試從「縣域」這一具體實踐情境出發，以縣域行政組織運行結構與深度媒介化的新視角，審視縣級新聞宣傳工作者的實踐困境、情境變化及其主體性策略。研究發現，工作者在日常實踐中，既受到縣域行政組織運作機制的行政約束與政治統籌，又會依據新聞職業理念反省自身，因而產生一種主體性「迷失」。在數字傳播時代，隨著「頂層設計」與傳播結構的變動，縣級新聞宣傳工作者擁有了可以發揮個人主體性的平台和有限空間。並且，在技術賦權下，他們藉助自身資源和優勢調適數字信息技術與組織結構的影響和作用，協商開展主體性實踐策略。 |
| Abstract |
The rapid advancement of digital information technologies has transformed the operational frameworks of county-level administrative organizations, reshaped the landscape of news dissemination, and revolutionized professional journalism production processes. This technological evolution has facilitated the emergence of media as a structural force permeating grassroots governance. Grounded in this transformative context, this study examines the practical dilemmas, contextual transformations, and agentic strategies of county-level journalism and publicity workers through the dual analytical lenses of administrative organizational mechanisms and deep mediatization. The analyses were situated within the concrete operational setting of county governance. This study reveals that workers navigate a complex duality in their daily practices: they are constrained by the administrative logic and political coordination inherent in county-level governance structures while simultaneously engaging in professional self-reflection rooted in journalistic ideals, resulting in a phenomenon of “agentic disorientation.” In the digital era, evolving top-level institutional arrangements and transformed communication structures have created circumscribed yet operational spaces for individual agency among county-level journalism and publicity workers. Through technological empowerment, these professionals strategically negotiate their agentic practices by utilizing institutional resources and professional competencies to mediate the interplay between digital technologies and organizational structures, thereby developing a unique type of adaptive strategy for situated professional practice. |
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