网络媒体环境下的舆论导向功能研究  

Research on the Functions of Public Opinion Iufluences in the Network Media Environment

作　　者：穆祥望[1] 

机构地区：[1]南开大学图书馆,天津300071

出　　处：《情报科学》2007年第11期1640-1645,共6页Information Science

摘　　要：在网络媒体环境下,舆论呈现出主体分众化、内容多元化、传播快捷化等特点,政府舆论导向失灵,引发了主流舆论被边缘化、舆论失范等问题,并危及我国的执政理念和意识形态管理工作。应根据网络媒体环境的特点,从疏通信息渠道、发挥"意见领袖"作用、发挥"议程设置"功能、转换"把关人"角色以及发挥传统媒体优势等五方面入手,完善舆论导向功能,确保正确的舆论导向,切实维护好主流意识形态的主导地位。As the network （World Wide Web） becomes one of the most popular media in 21＇t century, public opinion has taken on such characteristics as the decentralization of majorities, the diversification of contents, and the rapidity of diffusion. As a result, our government fails to orient public opinion rationally, so that mainstream opinion becomes marginalized and the public opinion goes out of criterion. Even the principle of governmental ruling and ideological management were influenced negatively. Therefore, in order to improve to orient public opinion, five aspects ought to be focused on： opening information channel; the effect of ＂opinion leader＂; the function of ＂agenda setting＂; guardian role＇ s switching and keeping conventional media＇ s exertion. In conclusion, improving the function of ＂public opinion orientation＂ will contribute to maintain the dominance of mainstream ideology.

关 键 词：网络媒体环境 舆论 舆论导向 

分 类 号：G210.7[文化科学—新闻学]