纵观目前的媒介环境中,有两个“舆论场”客观存在,一个是主流媒体的舆论场,主要是以党报党刊、通讯社、出版社为主。还有一个则是以新兴媒体为主的舆论场,其主要是以微博、微信、论坛等新兴的互联网媒体为基础。尽管传统媒体与新兴媒体两个舆论场客观存在,甚至此消彼长,但在以后很长一段时间内,它们还将会是中国最主要的舆论阵地。面对这样的局面,寻求两个舆论场的“最大公约数”是当务之急。好在近几年来以传统媒体为代表的官方媒体出版单位与以微博为代表的民间舆论场在公益活动领域找到了交集,并且以公益的平台开始了良性的合作。本文通过研究官方与民间舆论场在公益出版传播实践中的互动情况和模式,分析它们的互动动因和互动关系,探讨互动面对的问题和对策。 Looking at the current media environment, there are two “media fields” that exist objectively. One is the media coverage of the mainstream media, which is dominated by the party’s party newspapers, news agencies, and publishing houses. Another is based on the emerging media-based media, which is mainly based on Weibo, WeChat, forums and other emerging Internet media. Although the two media outlets of traditional media and emerging media objectively or even counter up each other, they will also be the most important public opinion positions in China for a long time to come. In the face of such a situation, it is imperative to seek the “greatest common divisor” of the two media. Fortunately, in recent years, official media outlets represented by traditional media have found common ground with public opinion fields represented by Weibo in the field of non-profit activities, and have started sound cooperation on the platform of public welfare. Through the study of the interaction between public and private media in the practice of public service publication and dissemination, this paper analyzes the interactive motivation and interaction between them, and discusses the problems and countermeasures that the interaction faces.