CAJ | 학술논문

社交媒体在科学传播中扮演的角色日益重要，在促进争议科学题材的传播中发挥的作用尤为显著。本文以世界上最大的社交视频网站YouTube中的转基因食品短片为案例，从传播主体、媒介框架和传播技巧三方面来分析社交媒体的框架建构过程。研究发现，在YouTube网站上美国的各种社会组织抢占了绝对的话语主导权，媒体也有积极参与，而政府和科研机构基本处于失语状态。在媒介框架上，最多的一类是关于食品安全、经济和科技的话题，且大部分都具有负面属性。在塑造技巧上，最受欢迎的短片大部分具有刺激性标题、诉诸于情感和特定价值、制造矛盾吸引受众三个显著特点。
사교매체재과학전파중분연적각색일익중요，재촉진쟁의과학제재적전파중발휘적작용우위현저。본문이세계상최대적사교시빈망참YouTube중적전기인식품단편위안례，종전파주체、매개광가화전파기교삼방면래분석사교매체적광가건구과정。연구발현，재YouTube망참상미국적각충사회조직창점료절대적화어주도권，매체야유적겁삼여，이정부화과연궤구기본처우실어상태。재매개광가상，최다적일류시관우식품안전、경제화과기적화제，차대부분도구유부면속성。재소조기교상，최수환영적단편대부분구유자격성표제、소제우정감화특정개치、제조모순흡인수음삼개현저특점。
In the field of science communication,social media have played an increasingly important role in communicating controversies. A three-layer analysis framework including the subject,contents and strategies was set up to explore the media framing of Genetically Modified (GM) food,one of the most controversial issues so far,in the world’s largest video-sharing site YouTube. The most viewed 20 videos are selected as research samples. Based on an analysis of these sample videos,this study tries to describe the performances of the four players government, science community, business sector and nongovernmental organizations in the process of media framing. The study explored seven categories/seventeen sub-fields,and summarized three main framing strategies. Advices based on conclusions drew from this study are provided for the future related research.