国匠城工作台

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border-box;">【北京规划建设】是由与《北京规划建设》杂志联合推出的栏目，这里有新认知与旧经验的碰撞，新媒体与传统媒体的聚合。《北京规划建设》创刊于1987年，迄今已有32年的办刊历史。期刊强调深邃的思想性、厚重的理论性、丰富的实践性及敏锐的新闻性。【北京规划建设】系列既有严谨洗练的学术论文，也有轻松活泼的随笔。你走，我不送你；你来，无论多大风雨，我都等你。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 100%;box-sizing: border-box;"><svg class="svg" xmlns="http://www.w3.org/2000/svg" x="0px" y="0px" viewbox="0 0 303.3 4.6" style="vertical-align: middle;max-width: 100%;width: 100%;box-sizing: border-box;" width="100%"><g style="box-sizing: border-box;"><g style="box-sizing: border-box;"><g style="box-sizing: border-box;"><g style="box-sizing: border-box;"><path d="M189.5,1.8c-1.4,0-2.7,0-4.1-0.3c-0.6-0.1-1.2-0.2-1.7-0.5c-0.3-0.1-1.5-1.3-1.3-0.4      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style="box-sizing: border-box;"></path></g><g style="box-sizing: border-box;"><path d="M131.3,2.3c0,0.6-0.5,1.1-1.1,1.1c-0.6,0-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1    C130.8,1.2,131.3,1.7,131.3,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g></g></svg></section></section></section></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: right;margin: 10px 0% -15px;transform: translate3d(-1px, 0px, 0px);-webkit-transform: translate3d(-1px, 0px, 0px);-moz-transform: translate3d(-1px, 0px, 0px);-o-transform: translate3d(-1px, 0px, 0px);box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;width: 25%;box-sizing: border-box;"><img class="raw-image" data-ratio="0.4710526" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaYYFHTibx0UQ9eCRHbloozdamvJQ2s5dRKIaCvT6uibRicnWib1sqboOWIw/640?wx_fmt=png" data-type="png" data-w="380" style="vertical-align: middle;width: 100%;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-right: 0%;margin-bottom: 10px;margin-left: 0%;text-align: right;box-sizing: border-box;"><section style="display: inline-block;width: 95%;vertical-align: top;padding-top: 10px;padding-right: 10px;padding-bottom: 10px;border: 1px solid rgb(62, 62, 62);border-radius: 0px;box-sizing: border-box;background-color: rgb(255, 224, 142);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: left;transform: translate3d(-15px, 0px, 0px);-webkit-transform: translate3d(-15px, 0px, 0px);-moz-transform: translate3d(-15px, 0px, 0px);-o-transform: translate3d(-15px, 0px, 0px);box-sizing: border-box;"><section style="display: inline-block;width: 100%;vertical-align: top;padding: 10px;border: 1px solid rgb(62, 62, 62);border-radius: 0px;box-sizing: border-box;background-color: rgb(245, 245, 245);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="text-align: justify;font-size: 15px;line-height: 1.8;box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><strong style="box-sizing: border-box;">摘要</strong>：随着城乡规划理论的发展，公众参与己经被认为是城乡规划决策具有合法性和科学性的重要基础。由于城市化进程的推进，历史街区往往遭到建设性的破坏，面临着保护的问题。越来越多的专家学者认识到，历史街区的保护不仅需要技术手段在空间上进行更新，更需要科学的公众参与。新媒体对公众参与发挥了巨大的驱动作用。本文从大栅栏改造更新中新媒体介入的实际案例入手，对新媒体的参与模式进行了总结。又从信息传播方式、影响力、互动性三个方面，探讨新媒体对大栅栏公众参与老城更新的影响。最后剖析当前困境，以期对今后的公众参与发展提供参考。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><strong style="box-sizing: border-box;">关键词</strong>：新媒体 公众参与 城市规划管理</p></section></section></section></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><span style="letter-spacing: 0px;line-height: 1.6;box-sizing: border-box;">2017年，大栅栏北京国际设计周短短十天的展期吸引了超过2000人次来参观，其中近半数为本地居民，也不乏国际友人、胡同文化爱好者、专业人士等。当下，微信、微博、APP等各种形式的新媒体层出不穷，新媒体逐渐进入了大栅栏的保护与更新过程。对于新媒体环境下北京老城公众参与问题的研究，有助于我们正确认识新媒体和公众参与之间的关系，同时也对政府、媒体、公众如何各司其职，最大限度地发挥新媒体对公众参与的积极影响具有一定的借鉴意义。</span><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin: 20px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;padding-right: 8px;padding-bottom: 8px;padding-left: 8px;box-sizing: border-box;background-color: rgb(245, 213, 66);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: -10px;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section style="padding: 3px;display: inline-block;border-bottom-width: 1px;border-bottom-style: solid;border-bottom-color: rgb(62, 62, 62);line-height: 1;letter-spacing: 0.8px;font-size: 20px;box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">新媒体的概念</strong></p></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">新媒体（New media）概念是上世纪60年代在美国由戈尔德马克率先提出<span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">[<span style="line-height: 25.6px;letter-spacing: 0px;box-sizing: border-box;">1]</span></span><span style="letter-spacing: 0px;line-height: 1.6;box-sizing: border-box;">，开始在美国流行并很快扩展至全世界。现今，对于其明确的定义尚无定论。一些学者认为，每一项由于新技术改进所产生的媒体都能被称为新媒体。另一些学者认为，新媒体是指传统媒体以后发展起来的新的媒体形态，在当代即为具有交互、即时特征的“网络媒体”</span><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">[2、3]</span><span style="letter-spacing: 0px;line-height: 1.6;box-sizing: border-box;">。</span></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">新媒体对于城市规划中的公众参与意义非凡。随着大数据和新媒体时代的到来，以社交网络、移动终端等为代表的新媒体很大程度上改变了大众传播和人际交往方式，也在改变着城市规划方法。新媒体工具对公众参与有着巨大的驱动作用<span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">[4]</span>：公众可以自由表达对城市的诉求，实现“自下而上”的公众参与；第三方组织也越来越多地通过新媒体平台，针对具体规划项目发起记录、宣传活动，并积极介入直接的公众参与<span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">[5]</span><span style="letter-spacing: 0px;line-height: 1.6;box-sizing: border-box;">。</span></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="width: 100%;padding: 15px 10px 25px;border-radius: 1em;margin-bottom: -30px;box-sizing: border-box;background-color: rgb(245, 245, 245);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="color: rgb(255, 202, 0);box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;">结合以上观点，本文认为，新媒体是一种新的传播形式，具有传统传播方式所不具有的互动性。新媒体的互动性使公众的意见能够自下而上反馈，该过程是新媒体在公众参与中发挥作用的主要阶段。</p></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin: 20px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;padding-right: 8px;padding-bottom: 8px;padding-left: 8px;box-sizing: border-box;background-color: rgb(245, 213, 66);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: -10px;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section style="padding: 3px;display: inline-block;border-bottom-width: 1px;border-bottom-style: solid;border-bottom-color: rgb(62, 62, 62);line-height: 1;letter-spacing: 0.8px;font-size: 20px;color: rgb(62, 62, 62);box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">新媒体种类及其特点</strong></p></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">经过对相关手机APP、微信公众号和微博账号的调查统计发现，由北京大栅栏琉璃厂文化发展有限公司和大栅栏街道工作委员会宣传部两个官方运行新媒体平台较为活跃，因此主要对这两家单位运行的不同种类的新媒体平台进行调查。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;background-color: rgb(255, 255, 255);"><section style="display: inline-block;vertical-align: top;padding-right: 5px;font-size: 18px;box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">APP</strong></p></section><section style="margin-right: 4px;margin-bottom: 4px;display: inline-block;vertical-align: bottom;width: 5px;border-right-width: 1px;border-right-style: solid;border-color: rgb(245, 213, 66);border-left-width: 1px;border-left-style: solid;height: 8px;transform-origin: center bottom 0px;-webkit-transform-origin: center bottom 0px;-moz-transform-origin: center bottom 0px;-o-transform-origin: center bottom 0px;transform: skew(-30deg);-webkit-transform: skew(-30deg);-moz-transform: skew(-30deg);-o-transform: skew(-30deg);box-sizing: border-box;"></section></section><section style="height: 12px;margin-top: -12px;border-top-width: 1px;border-top-style: solid;border-top-color: rgb(245, 213, 66);box-sizing: border-box;"></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><strong style="box-sizing: border-box;"><span style="color: rgb(245, 213, 66);box-sizing: border-box;">大栅栏</span></strong></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">“大栅栏”APP（Dashilar）依托于大栅栏琉璃厂文化发展有限公司的平台，从大栅栏街区再开发计划中孕育而出，旨在为前来参观体验和参加北京国际设计周的游客提供操作简单、功能实用的导览服务，同时，这也是大栅栏VI导视项目的一个环节。从此，象征着老北京历史文化的一抹红成了大栅栏的名片（表1）。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▼表1 “大栅栏”app界面与功能</span></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.3592814" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiawpr1JYcprLl7cGAIVODPMy2qgnbibVGmXTwyg3u4WJXibcCxSibicIibZUg/640?wx_fmt=png" data-type="png" data-w="1002" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="color: rgb(245, 213, 66);box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><strong style="box-sizing: border-box;">魅力大栅栏</strong></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;">另一款应用“魅力大栅栏”是大栅栏街道在2013年发布的手机客户端。截至目前，此应用已经停止了服务。据了解，该应用同样面向来大栅栏的自助游客，为其提供包括“导游”“导览”“导购”“导航”的全方位一站式的数字旅游服务，有助于游客更好地体验大栅栏文化的魅力（图1）。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.4135945" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaeiczOSDJCdNQiaibGib0DcmMUAZSnadTgdqT5xoxEAT7p9yX2flK1s0liaw/640?wx_fmt=png" data-type="png" data-w="868" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图1 “魅力大栅栏”app架构</span></p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;background-color: rgb(255, 255, 255);"><section style="display: inline-block;vertical-align: top;padding-right: 5px;font-size: 18px;box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">微博</strong></p></section><section style="margin-right: 4px;margin-bottom: 4px;display: inline-block;vertical-align: bottom;width: 5px;border-right-width: 1px;border-right-style: solid;border-color: rgb(245, 213, 66);border-left-width: 1px;border-left-style: solid;height: 8px;transform-origin: center bottom 0px;-webkit-transform-origin: center bottom 0px;-moz-transform-origin: center bottom 0px;-o-transform-origin: center bottom 0px;transform: skew(-30deg);-webkit-transform: skew(-30deg);-moz-transform: skew(-30deg);-o-transform: skew(-30deg);box-sizing: border-box;"></section></section><section style="height: 12px;margin-top: -12px;border-top-width: 1px;border-top-style: solid;border-top-color: rgb(245, 213, 66);box-sizing: border-box;"></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="box-sizing: border-box;">在微博以“大栅栏”为关键词进行搜索，共找出7个有代表性的微博账号（表2）。其中，大栅栏街道的账号是大栅栏，主要在事后发布活动和会议的记录，较少有活动预告和转发分享。而北京大栅栏琉璃厂文化发展有限公司的官方微博大栅栏更新计划近期都没有新的动态。</p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▼表2 大栅栏相关微博账号</span></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.1906188" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaFm2GfdPKibBFErbdkrVvHJFBLzLtmibqbOmFH2PqJk3LPbiaf6e7Kn5icA/640?wx_fmt=png" data-type="png" data-w="1002" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;background-color: rgb(255, 255, 255);"><section style="display: inline-block;vertical-align: top;padding-right: 5px;font-size: 18px;box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">微信</strong></p></section><section style="margin-right: 4px;margin-bottom: 4px;display: inline-block;vertical-align: bottom;width: 5px;border-right-width: 1px;border-right-style: solid;border-color: rgb(245, 213, 66);border-left-width: 1px;border-left-style: solid;height: 8px;transform-origin: center bottom 0px;-webkit-transform-origin: center bottom 0px;-moz-transform-origin: center bottom 0px;-o-transform-origin: center bottom 0px;transform: skew(-30deg);-webkit-transform: skew(-30deg);-moz-transform: skew(-30deg);-o-transform: skew(-30deg);box-sizing: border-box;"></section></section><section style="height: 12px;margin-top: -12px;border-top-width: 1px;border-top-style: solid;border-top-color: rgb(245, 213, 66);box-sizing: border-box;"></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;">微信作为现今使用频率最高的自媒体之一，是公私领域相互交织转化的有效载体。微信可以通过公众号和小程序等平台，吸收零碎的参与主体，共同讨论、反映所遇到的问题，使其原本零散的参与集中化。同时，政府及当地负责更新的组织机构也可以通过微信平台进行有效的信息收集从而进行更加高效的引导和管理。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">在微信公众号搜索“大栅栏”，得到相关公众号29个，以下列出了7个有代表性的仍在运营的公众号（表3）。其中隶属于大栅栏街道宣传部的“魅力大栅栏”基本保持着每天更新的频率，北京坊作为一个商业街区，公众号经常推送店铺广告信息，也比较频繁。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▼表3 大栅栏相关微信公众号</span></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.4800399" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaP4hQwVXvpU4xyqvpLWxGKNsPVyFiaI0kZ8O00FngOftGksQSZnKyFoA/640?wx_fmt=png" data-type="png" data-w="1002" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">在考察活跃度方面，针对“大栅栏”和“魅力大栅栏”微信公众号，本研究主要偏向于实际可测的客观指标。由于这两个公众号首篇推送分别于2014年7月10日和2015年1月14日，于是统计了2015-2017三年间的公众号的“累计发文数量”和“阅读量分布”，这些指标能够在一定程度上反映公众号活跃度和受众对其的关注情况。“魅力大栅栏”发推送的频率较为平均，明显成每年递增的趋势（图2）。其中2016年、2017年阅读量明显好于2015年（图3）。阅读量最高的4篇文章是互动性较强的投票类推送（表4）。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.6654135" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaia4ian1KTer53BfGnVKXl07ia7lAdMa0fT5osFBrrCic1smeW2RKBlcNdA/640?wx_fmt=png" data-type="png" data-w="532" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图2 “魅力大栅栏”三年推送数量</span></p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.6654135" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaPt4wSS5E5icBtqZr6qLrkoHyY2sxv2Q6YzQu1GOmuia99oWYSjuyMMFw/640?wx_fmt=png" data-type="png" data-w="532" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="text-align: center;font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;"><p style="box-sizing: border-box;">▲图3 “魅力大栅栏”三年推送阅读量累加</p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="box-sizing: border-box;text-align: left;">▼表4 “魅力大栅栏”阅读量最高的5篇推送</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.1447124" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiakq6QkMLicr0CqSOnvia2m9dGHu5HyfNrHsVJVJKXCdNdZHNjwCmgFEiaw/640?wx_fmt=png" data-type="png" data-w="1078" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">资料来源：作者自绘</span></p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">“大栅栏”的推送频率就和当地举办的大型活动关系较为密切。国庆黄金周期间的北京国际设计周是大栅栏地区每年最重要的活动。大栅栏以规模最大、参与最多、影响力最广、国际化程度最高，成为北京国际设计周自2011年开办以来最受欢迎的核心展区之一，始终引领设计跨界更新城市。每年的9月、10月，都是设计周集中宣传的时间，发布推送和获得较大影响都集中在这一时段（图4、图5）。在统计的三年里，2016年的推送主要集中在5-10月，其他时间影响力较小。2017年虽然没有前两年发的推送多，但是整年比较平均。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.6654135" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaUHcXAdAQH9wDGrpU9jBeUnoS4rX0NUlnCTFUP9D8z8nvKD1sfJs73A/640?wx_fmt=png" data-type="png" data-w="532" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="font-size: 14px;text-align: center;color: rgb(160, 160, 160);box-sizing: border-box;"><p style="box-sizing: border-box;">▲图4 “大栅栏”三年推送数量</p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.6654135" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaoahZibz5RZUC34ggj8AAl0XCHiaiaUsHUfFLnRx67Vc4PAr8T2GHwV44Q/640?wx_fmt=png" data-type="png" data-w="532" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图5 “大栅栏”三年推送阅读量累加</span></p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">将三年中阅读量最高的5%排除，比较其余推送的阅读量（图6）。可以发现“魅力大栅栏”的阅读量在100-300之间较多，而“大栅栏”阅读量400-500的占比最大，1500以上仍有不少，阅读量高、影响力大的推送更多。</p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.4416667" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOia8apnYjVEtncibruEQVnl9zvx6k6kcYVuS9EqRLASsyOiaSCMu76VrBiaA/640?wx_fmt=png" data-type="png" data-w="1080" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图6 “大栅栏”和“魅力大栅栏”三年推送阅读量比较</span></p><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">推送内容方面（图7），“大栅栏”有近一半的内容都围绕着设计周，另外，大栅栏更新计划和街区市集也是延续了很多年的项目。“魅力大栅栏”作为街道政府的发声平台，发布的内容涉及政策宣传、环境整治、消防安全教育等方面。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.6075269" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaHUETSjP4hmOeL8ictOUicoxKFicSJVbdWfuBUNIwzyYnr8EHPFwZr25nw/640?wx_fmt=png" data-type="png" data-w="744" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图7 “大栅栏”推送阅读量内容分类</span></p><p style="box-sizing: border-box;"><br  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin: 20px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;padding-right: 8px;padding-bottom: 8px;padding-left: 8px;box-sizing: border-box;background-color: rgb(245, 213, 66);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: -10px;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section style="padding: 3px;display: inline-block;border-bottom-width: 1px;border-bottom-style: solid;border-bottom-color: rgb(62, 62, 62);line-height: 1;letter-spacing: 0.8px;font-size: 20px;color: rgb(62, 62, 62);box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">使用者构成</strong></p></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">新媒体的使用人群大致分为六种：当地居民、在地商家、社会团体、专家学者、游客、网络参与者（图8）。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.9920213" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiapozicboeSibvtY270vfoM7MrD6Aib30lmUVR20U0JlibpHeVtkRBQlHVBg/640?wx_fmt=png" data-type="png" data-w="376" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图8 新媒体使用者构成</span></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">当地居民是与大栅栏利益关系最密切的一群人。在传统媒体主导的年代，他们发声渠道少，参与感低。新媒体的宣传使他们认识到了所在地的文化价值，能够积极表达切身感受。但是当地居民老年人占比较高，新媒体的渗入阻力较大。大栅栏丰富多彩的文化活动与在地商家的广泛参与密不可分。在接收规划最新政策动向的同时，商家也可以通过新媒体平台发布广告，扩大影响力。社会团体往往集合了许多关注老城保护的热心市民，其中不乏相关专业的学生。传统媒体的宣传很难覆盖到社会团体所付出的努力，新媒体是他们组织集体活动、记录活动历程和自我宣传的平台。专家学者对自身领域的关注促使他们更经常在网络上发表独到的见解，扩大事件的影响力。游客和网络参与者往往因为专家学者的知名度和权威性，参与到大栅栏的保护与更新中来。其中游客是接收信息后实地来到大栅栏进行消费体验的一群人，参与度更高，受到新媒体的影响力更大。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin: 20px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;padding-right: 8px;padding-bottom: 8px;padding-left: 8px;box-sizing: border-box;background-color: rgb(245, 213, 66);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: -10px;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section style="padding: 3px;display: inline-block;border-bottom-width: 1px;border-bottom-style: solid;border-bottom-color: rgb(62, 62, 62);line-height: 1;letter-spacing: 0.8px;font-size: 20px;color: rgb(62, 62, 62);box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">新媒体介入城乡规划中的公众参与</strong></p></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">在参与形式方面，随着移动互联网技术的迅猛发展，公众参与的程度、频率、水平有了强有力的技术支撑。同时，近年来公众参与的主体中，出现了越来越多规划、建筑方面的专业人士，他们能够克服专业壁垒，将参与意愿转化为积极的参与行动。以北京大栅栏杨梅竹斜街为试点的“大栅栏更新计划”就是这一转变的典范。它是于2010年正式启动的基于微循环改造的旧城有机更新计划。在工作模式上，计划启动初期即建立了“大栅栏跨界中心”，作为政府与市场对接，规划师、建筑师、艺术家等合作的开放平台。规划过程中，规划师并非调研后绘制若干规划图，而是共同研究居民腾退政策，使得杨梅竹斜街在公众深度参与下，实现了文化遗产保护、街区活化等目标。同时，“大栅栏更新计划”还利用相关APP、微信公众号，辅助更新计划，向公众全方位多层次地传递更新信息。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">传统的城乡规划实施中，公众与政府间的联系主要是听证会、座谈会、公示、检举等。同时，附以上访等非正常渠道。在多数情况下，公众以个体来面对政府相关部门，诉求不一定能得到回应。由于法律法规对公众意见的采纳情况并未作出明确规定，政府与公众间的联系较为微弱，单向性强。城乡规划主管部门与公众间的互动形成了如图9的中断缺失的参与模式。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.5668016" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaOjYiaibDibNx8EF0qH6Vyciafhvp3thYDZoLWJ0b3jDvE94NxCicUxu2wJQ/640?wx_fmt=png" data-type="png" data-w="494" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图9 “金字塔”形参与模式</span></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">随着新媒体的介入，微博、微信等平台迅速填补了政府城乡规划相关部门与公众之间的空隙，形成图10的模式。公众首先利用新媒体平台获取大量信息，随后传递、表达和交换意见。但是政府相关主管部门大多只负责发布信息，较少关注和收集公众意见并进行反馈。公众是新媒体使用的主体。虽然获得了信息，但无法通过同样的渠道有效表达，只能选择其他公众参与方式来进行。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.402027" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiaLKwO36MjeZ0pRGnoLjFdLK2RyUjgkDt5s9t9F1DIeV2lm7bdiayDkbg/640?wx_fmt=png" data-type="png" data-w="592" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图10 新媒体介入的“金字塔”形参与模式</span></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">近年来，随着政府相关主管部门对老城保护和新媒体认识的不断加深，公众参与的模式向图11转变。政府相关主管部门也开始注重并积极利用新媒体平台，实现和公众的直接沟通和交流。他们开始借助新媒体与公众良性互动，对公众参与的回应由“冲击-反应”走向“同步互动”，政府部门与新媒体的衔接开始扩展，双方对新媒体的使用开始向趋于平衡的方向发展。</p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="max-width: 100%;vertical-align: middle;display: inline-block;line-height: 0;box-sizing: border-box;"><img class="raw-image" data-ratio="0.6682809" src="http://read.html5.qq.com/image?src=forum&q=5&r=0&imgflag=7&imageUrl=http://mmbiz.qpic.cn/mmbiz_png/icKFe0wqE4eMyeaIHojHdK1FQU0iagyFOiab55mblD5E7TNczmZ22fGT0qjboP9WNeyEzNIbgfXSqyaFayRBH4FNQ/640?wx_fmt=png" data-type="png" data-w="413" style="vertical-align: middle;box-sizing: border-box;"  /></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="text-align: center;white-space: normal;box-sizing: border-box;"><span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">▲图11 矩形参与模式（理想参与模式）</span></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin: 20px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;padding-right: 8px;padding-bottom: 8px;padding-left: 8px;box-sizing: border-box;background-color: rgb(245, 213, 66);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: -10px;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section style="padding: 3px;display: inline-block;border-bottom-width: 1px;border-bottom-style: solid;border-bottom-color: rgb(62, 62, 62);line-height: 1;letter-spacing: 0.8px;font-size: 20px;color: rgb(62, 62, 62);box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">新媒体对大栅栏公众参与带来的影响</strong></p></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;background-color: rgb(255, 255, 255);"><section style="display: inline-block;vertical-align: top;padding-right: 5px;font-size: 18px;box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">改变信息传播方式</strong></p></section><section style="margin-right: 4px;margin-bottom: 4px;display: inline-block;vertical-align: bottom;width: 5px;border-right-width: 1px;border-right-style: solid;border-color: rgb(245, 213, 66);border-left-width: 1px;border-left-style: solid;height: 8px;transform-origin: center bottom 0px;-webkit-transform-origin: center bottom 0px;-moz-transform-origin: center bottom 0px;-o-transform-origin: center bottom 0px;transform: skew(-30deg);-webkit-transform: skew(-30deg);-moz-transform: skew(-30deg);-o-transform: skew(-30deg);box-sizing: border-box;"></section></section><section style="height: 12px;margin-top: -12px;border-top-width: 1px;border-top-style: solid;border-top-color: rgb(245, 213, 66);box-sizing: border-box;"></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">新媒体为规划领域的公众参与带来新的机遇。我们从单一的信息发布进入到信息交互的时代，目前的历史文化街区保护规划的编制仍然是一种自上而下的、以政府和专家为主的模式，公民只能被动参与。新媒体为保护规划相关信息的传播方式带来了巨大的变革。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">同时，新媒体还完善了大栅栏地区政府、规划师和公众之间的沟通渠道，保证信息的流畅传递，使政府规划得以高效执行。新媒体平台加强了相关的方针政策、各项活动以及重要事件的信息发布。一方面，政府和规划师可以集中群众的智慧和力量，制定合适的政策和规划，减少失误和浪费；另一方面公众可以表达自己的意愿和想法，提高参与意识。例如，为了发现辖区内规划建设、管理服务中存在的问题，大栅栏街道启动“大·家事”邻里建言项目，面向居民进行问卷调查和创意征集。这次民意调查采用线上线下相结合的方式，共发放问卷600份，回收570份，有效问卷558份，问卷有效率达到93%。由调查可知，街道通过开通地区居民服务热线、“魅力大栅栏”微信公众号、发行《北京大栅栏》社区报让居民和政府有了直接了解社情民意、政府政策的信息交流平台，居民的基本诉求得到满足<span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">[6]</span>。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;background-color: rgb(255, 255, 255);"><section style="display: inline-block;vertical-align: top;padding-right: 5px;font-size: 18px;box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">扩大信息影响力</strong></p></section><section style="margin-right: 4px;margin-bottom: 4px;display: inline-block;vertical-align: bottom;width: 5px;border-right-width: 1px;border-right-style: solid;border-color: rgb(245, 213, 66);border-left-width: 1px;border-left-style: solid;height: 8px;transform-origin: center bottom 0px;-webkit-transform-origin: center bottom 0px;-moz-transform-origin: center bottom 0px;-o-transform-origin: center bottom 0px;transform: skew(-30deg);-webkit-transform: skew(-30deg);-moz-transform: skew(-30deg);-o-transform: skew(-30deg);box-sizing: border-box;"></section></section><section style="height: 12px;margin-top: -12px;border-top-width: 1px;border-top-style: solid;border-top-color: rgb(245, 213, 66);box-sizing: border-box;"></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">新媒体的出现成为了公众参与城市管理“制度外的创新”。单纯依靠网络的公众参与虽然有信息发布和收集的作用，但是缺乏双向互动。新媒体平台，增强了公众获得和传播信息的能力，衔接线上和线下两个维度的公众参与<span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">[7]</span>，将分散的意见升华为多数人的共识。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">微博传递信息较为开放，但受众需要主动搜索才可以获得相应信息。而微信则是通过公众号推送从而被动获取信息。微信相对而言更具有私密性和针对性。微信公众号的订阅者大多是通过手机号实名认证的真实受众，相比于微博“僵尸粉”的数量更少，因此微信平台总体的订阅者研究价值较高。但同时，微信公众号还存在“只关注不阅读”的现象，一部分订阅者虽然能收到推送，但长期不点开阅读，微信公众号对这部分人的影响力几乎为零。与之相对的则是经常关注该微信平台信息，并积极参与互动的活跃粉丝群体。微信公众平台对这一群体具有“强影响力”，同时这种影响力也是相互的，活跃粉丝的意见和观点也可能对微信平台的运营造成影响。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: 10px;margin-bottom: 10px;box-sizing: border-box;"><section style="display: inline-block;vertical-align: top;box-sizing: border-box;background-color: rgb(255, 255, 255);"><section style="display: inline-block;vertical-align: top;padding-right: 5px;font-size: 18px;box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">增强互动</strong></p></section><section style="margin-right: 4px;margin-bottom: 4px;display: inline-block;vertical-align: bottom;width: 5px;border-right-width: 1px;border-right-style: solid;border-color: rgb(245, 213, 66);border-left-width: 1px;border-left-style: solid;height: 8px;transform-origin: center bottom 0px;-webkit-transform-origin: center bottom 0px;-moz-transform-origin: center bottom 0px;-o-transform-origin: center bottom 0px;transform: skew(-30deg);-webkit-transform: skew(-30deg);-moz-transform: skew(-30deg);-o-transform: skew(-30deg);box-sizing: border-box;"></section></section><section style="height: 12px;margin-top: -12px;border-top-width: 1px;border-top-style: solid;border-top-color: rgb(245, 213, 66);box-sizing: border-box;"></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">新媒体的介入培养了公众参与的意识，产生了较为积极的影响。微信平台强大的互动性是其增强公众参与的原因之一。订阅者既可以通过直接评论的方式与平台展开互动，又可以通过朋友圈转发的方式与微信好友就特定的信息进行讨论。其中既有订阅者（受众）与平台间的互动，又有受众间的互动。而且推送在转发到朋友圈后仅好友可以阅读评价，私密性使得互动更加深入，区别于微博互动的公开性。纵观大栅栏相关的新媒体平台，微信公众号相较于微博与APP更为活跃，反馈机制（推送下方的评价）更为完善和活跃。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin: 20px 0% 10px;box-sizing: border-box;"><section style="display: inline-block;min-width: 10%;max-width: 100%;vertical-align: top;padding-right: 8px;padding-bottom: 8px;padding-left: 8px;box-sizing: border-box;background-color: rgb(245, 213, 66);"><section style="box-sizing: border-box;" powered-by="gulangu"><section style="margin-top: -10px;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section style="padding: 3px;display: inline-block;border-bottom-width: 1px;border-bottom-style: solid;border-bottom-color: rgb(62, 62, 62);line-height: 1;letter-spacing: 0.8px;font-size: 20px;color: rgb(62, 62, 62);box-sizing: border-box;"><p style="box-sizing: border-box;"><strong style="box-sizing: border-box;">大栅栏公众参与的困境与未来展望</strong></p></section></section></section></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">虽然公众对于历史文化街区激活和文化遗产保护热情日益高涨，但由于缺少直接的桥梁，传统的公众参与方式效果不太理想，呈现形式化、被动化等问题。当下我国城市管理中公众参与面临的困境可概括为制度内和制度外<span style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;">[8]</span>，新媒体的介入主要对制度外的困境有极大影响，即城市管理制度本身外，在实际操作过程中所面临的困境，可分为以下几方面。首先，公众参与意识不足。大众传统上认为城市管理是政府的工作。因此，公众对政府过度依赖和顺从，缺乏主动参与到城市管理的积极性。其次，公众参与的途径和平台受限，缺乏公众参与城市管理的必要条件。在实际生活中，主要以举报电话为主，其他涉及较少，公众和相关部门之间缺乏紧密联系。而新媒体的加入虽然能够使信息更高效地传达给公众，但在实际情况中，新媒体主要还是在“自上而下”发挥作用，互动性并未被充分发挥，“自下而上”的信息反馈仍然需要提升。同时，大栅栏本地居民以老年人居多，他们对新媒体的使用存在障碍，新媒体在当地公众参与中起的作用十分有限，需要结合其他参与方式同时进行。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;">我国正处于公民社会的起步阶段，公众参与公共事务的热情十分高涨。新媒体为公众参与提供了更为直接、开放、互动的参与渠道，极大地推动了老城的有机更新。同时，我们也需要认识到，对新媒体技术的应用只是实现互动的手段而非目的。今后，需要更多保护和规划等多学科的专家学者参与其中，使用新媒体来展现北京老城的魅力，宣传和普及相关知识，使更多的市民主动加入到老城保护中。</p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="text-align: center;margin-right: 0%;margin-left: 0%;box-sizing: border-box;"><section 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d="M144.5,2.3c0,0.6-0.5,1.1-1.1,1.1c-0.6,0-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1    C144.1,1.2,144.5,1.7,144.5,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g><g style="box-sizing: border-box;"><path d="M140.1,2.3c0,0.6-0.5,1.1-1.1,1.1c-0.6,0-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1    C139.7,1.2,140.1,1.7,140.1,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g><g style="box-sizing: border-box;"><path d="M135.7,2.3c0,0.6-0.5,1.1-1.1,1.1s-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1S135.7,1.7,135.7,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g><g style="box-sizing: border-box;"><path d="M131.3,2.3c0,0.6-0.5,1.1-1.1,1.1c-0.6,0-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1    C130.8,1.2,131.3,1.7,131.3,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g></g></svg></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><em style="box-sizing: border-box;">参考文献</em></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><em style="box-sizing: border-box;">[1]刘文静.国内新媒体研究文献综述[J].新闻研究导刊，2016，v.7;No.92(8):58-59.</em></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><em style="box-sizing: border-box;">[2]邱林川，陈韬文.新媒体事件研究[M].中国人民大学出版社，2011.</em></p><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><em style="box-sizing: border-box;">[3</em><em style="letter-spacing: 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border-box;"><path d="M140.1,2.3c0,0.6-0.5,1.1-1.1,1.1c-0.6,0-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1    C139.7,1.2,140.1,1.7,140.1,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g><g style="box-sizing: border-box;"><path d="M135.7,2.3c0,0.6-0.5,1.1-1.1,1.1s-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1S135.7,1.7,135.7,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g><g style="box-sizing: border-box;"><path d="M131.3,2.3c0,0.6-0.5,1.1-1.1,1.1c-0.6,0-1.1-0.5-1.1-1.1c0-0.6,0.5-1.1,1.1-1.1    C130.8,1.2,131.3,1.7,131.3,2.3z" fill="rgb(204,146,94)" style="box-sizing: border-box;"></path></g></g></svg></section></section></section><section style="box-sizing: border-box;" powered-by="gulangu"><section style="box-sizing: border-box;"><section style="font-size: 14px;color: rgb(160, 160, 160);box-sizing: border-box;"><p style="white-space: normal;box-sizing: border-box;"><br style="box-sizing: border-box;"  /></p><p style="white-space: normal;box-sizing: border-box;"><em style="box-sizing: border-box;">作者单位：北京林业大学园林学院</em></p><p style="white-space: normal;box-sizing: border-box;"><br  /></p><p style="white-space: normal;box-sizing: border-box;"><em style="box-sizing: border-box;">原文发表于《北京规划建设》杂志2018年第6期。<br style="box-sizing: border-box;"  /></em></p><p style="white-space: normal;box-sizing: border-box;"><em style="box-sizing: border-box;">获授权微信首发，如需转载请联系本号。</em></p></section></section></section></section><p><br  /></p>
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