新兴媒体时代的网络舆情引导方略  

The Guiding Strategy of the Internet Public Opinion in the Era of New Media

作　　者：谢子传[1] 林艺真[1] 

机构地区：[1]福建警察学院公安管理系,福建福州350007

出　　处：《福建行政学院学报》2012年第6期33-38,85,共7页Journal of Fujian Administration Institute

摘　　要：当前新兴媒体的比重正在急剧增加,颠覆了传统媒体的传播规律,打破了传统媒体的传播格局,刷新了传统媒体的传播观念。在新兴媒体时代下,信息网络高度发达,舆情发展十分迅速,要有效引导网络舆情,要有正确的认识和态度。网络舆情既有负面功能,也有正面功能。引导网络舆情的基本方略就是站在新兴媒体时代的高度,深刻认识民意表达方式的新变化,顺应人民群众的新期待,走进网络虚拟世界"微服私访",问政于民、问需于民、问计于民,发挥传统主流媒体的舆论领袖作用,促进网络舆情正面功能的实现和负面功能的消除。The proportion of new media increased dramatically at present which reversed the propa- gation rule of traditional media, broke the propagation pattern of traditional media, refreshed the propagation concept of traditional media. In the era of new media, the information network highly developed, public opinion developed rapidly. To guide the internet public opinion effectively, it must have correct understanding and attitude. The internet public opinion has both negative function and positive function. The basic strategy is to stand on the height of the era of new media, understand profoundly the new changes of the expression of the public opinion, conform to the new expectations of people, travel incognito into the virtual online world, seek administration from people ,seek need from people, seek strategy from people, play the function of opinion leaders of the traditional mainstream media, and promote the realization of the positive function and eliminate the negative function.

关 键 词：新兴媒体 网络舆情 引导方略 

分 类 号：G206[文化科学—传播学]