社会化媒体时代的舆论研究:概念、议题与创新  

Public Opinion Research in the Era of Social Media: Concept,Issues and Innovation

作　　者：周葆华[1,2] 

机构地区：[1]复旦大学新闻学院 [2]复旦大学传媒与舆情调查中心

出　　处：《南京社会科学》2014年第1期115-122,共8页Nanjing Journal of Social Sciences

基　　金：国家社科基金项目"社会化媒体对转型期中国社会舆论的影响研究"(13CXW021)的阶段性成果

摘　　要：本文立足社会化媒体环境与中国本土情境,探讨社会化媒体时代舆论研究的基本概念、核心议题与创新路径。研究指出:社会化媒体带来的表达便利与"海量意见"并不等同于舆论发达。舆论概念基本内涵强调公众针对争议性议题的公共讨论过程,以及基于独立自主人格和自由信息环境的意见表达。社会化媒体时代舆论研究的重要议题包括:对网络"大众意见"的数据挖掘、对线上与线下"大众意见"的对比分析,以及对新媒介环境下舆论"可视化"动态过程及其动力机制的系统考察。基于中国情境的"双重话语空间"思想、以及与西方经典舆论学理论保持开放对话,是中国舆论研究理论创新的可能路径。Based on the emerging circumstance of social media and the Chinese context,this paper discusses the basic concept,key issues and innovative approaches in public opinion research. It argues that the convenience of opinion expression and the large amount of opinions in the era of social media do not mean naturally the prosperity of 'public opinion'. The concept of 'public opinion'emphasizes the process of public deliberation on controversial issues by the public and the independent expression in the society with a free information flow. The key issues of public opinion research in the new era include: data mining of online 'mass opinion',the comparison analysis between online and offline public opinion,and a systematic exploration of the communicative process of public opinion. Two potential approaches to facilitate the theoretical innovation in public opinion research are: developing empirical studies based on the framework of 'dual discourse universes'; keeping open dialogue with the Western classic public opinion theories / concepts such as agenda setting,spiral of silence and political efficacy.

关 键 词：社会化媒体 舆论 大数据 网络舆论 意见表达 双重话语空间 

分 类 号：G206[文化科学—传播学]