伴随着计算机信息技术的迅猛发展,传媒环境的深刻变化,传播方式、传播渠道、传播平台的多样化,传播话语权不是简单的超大媒体集团,也不是带有强制性的官方媒体,更多时候是媒体与受众间一种良性的互动。简而言之,实质是一种实现人与人之间社会关系的对话。这种话语权形成是一个历史过程,信任度的培养与建立需要媒体长期的努力。实现预期传播效果需要媒体和组织具备传播学基本知识,了解国家的宣传政策,用更加宏大的视野审视影响话语权中信任因素。 With the rapid development of computer information technology, the profound changes in the media environment, the diversification of the modes of communication, the channels of communication and the platforms for communication, the promotion of discourse power is not a simple hypermedia group nor is it a mandatory official media. More often It is a kind of positive interaction between media and audience. In short, substance is a dialogue that realizes the social relations between people. This formation of discourse power is a historical process. The cultivation and establishment of trust requires the media’s long-term efforts. To achieve the desired dissemination of results requires the media and organizations have the basic knowledge of communication, understanding of national propaganda policy, with a more ambitious vision to examine the impact of trust in the power of trust.