北京奥运媒介舆论引导效果研究  

Study on Public Opinion Guidance Effects of Beijing Olympic Games

作　　者：郭晴[1] 王宏江[2] 苏林森[3] 刘伟[4] 

机构地区：[1]成都体育学院新闻系,四川成都610041 [2]成都体育学院学报编辑部,四川成都610041 [3]中国人民大学新闻传播学院,北京100080 [4]四川省社会科学院研究生院,四川成都610041

出　　处：《体育科学》2008年第5期12-17,共6页China Sport Science

基　　金：国家社会科学基金西部项目资助(06XTY003)。

摘　　要：研究目的:通过调查北京市民对北京奥运的认知、态度、参与行为及其对媒介北京奥运报道的评价,分析北京奥运媒介舆论引导的效果。研究结论:1)大众媒介对北京奥运的宣传促进了公众对北京奥运的了解;2)多种因素构成影响大众媒介对北京奥运舆论引导效果的缓冲器;3)报纸表现出正向引导效果,网络表现出负向引导效果。为提高舆论引导的效果,提出了4条建议:1)突破影响舆论引导效果的缓冲器的限制,发挥组织传播舆论引导的针对性;2)发挥不同媒体的传播特点,构建和谐的舆论环境;3)应有针对性地对个体劳动者、下岗、待岗人员及科教文卫人员这3大群体进行舆论引导;4)媒介需要设置奥运议题以外的其他议题来分散舆论压力。Trough making survey on cognitive, attitude, participation behavior, evaluation and reportage for the Beijing Olympic Games, this paper analyzes the effect of the media to guide the public opinion. The result shows that （ 1 ） The propagation of Beijing Olympic Games by mass media promotes the public understanding on Beijing Olympic Games; （2） Many factors make up the buffers which affect the mass media to guide the public opinion of Beijing Olympic Games ; （ 3 ） The positive guiding effects appear in the newspaper, meanwhile the negative guiding effects in the network. It suggests that （1） breakthrough the restriction of buffers on the effects of public opinion＇ s guiding, organization transmission of guiding public opinion should be aimed at. （2） Showing the transmission advantages of different media, making up the harmonious environment of public opinion. （3） Aiming at the guidance of public opinion in accordance with the characteristics of self-employed workers, laid-off, unemployed workers and sci- ence, education, culture, health workers. （4） The media should set other item on the agenda, not only on the Belling Olympic Games in order to relieve the stress of the public opinion.

关 键 词：29届 奥运会 媒介 舆论 引导 效果 中国 北京 

分 类 号：G80-05[文化科学—运动人体科学]