网民的积极参与意味着大众传媒独白话语的终结,新闻信息的生产和传播开始由大众传媒和网民共同参与、共同塑造。在特定的情况下,网民话语开始成为大众传媒话语的组成部分。大众传媒把来自媒介体制之外的网民话语融合进新闻报道,是其应对媒介环境变化、革新新闻生产模式的重要举措。如果运用恰当,大众传媒对网民话语的融合可以实现自身和网民的双赢。当网民话语向大众传媒“回流”时,大众传媒与网民之间存在着一种“文化冲突”。大众传媒只有顺应时代潮流,既利用网民这一杠杆又与其保持一定的距离,才能不断地提升自身的专业水准和主导地位。 The active participation of Internet users means the end of the monologue discourse of the mass media. The production and dissemination of news and information begins with the joint participation of the mass media and Internet users. In specific cases, netizens’ discourse begins to become an integral part of the mass media discourse. The integration of netizens’ discourse from the media system into the news reports by the mass media is an important measure for the media to adapt to changes in the media environment and reform the mode of production of news. If used appropriately, the mass media’s integration of netizens’ discourse can achieve a win-win situation for themselves and netizens. When netizens discourse to the mass media “back”, there is a “cultural conflict” between the mass media and Internet users. Only by conforming to the trend of the times, the mass media not only takes advantage of the leverage of Internet users but also keeps a certain distance with them so as to continuously improve their professional standards and dominance.