舆情研究中“网络造势”行为的表现形式初探  

The Preliminary Research on Forms of “Network Hype” in the Study of Public Opinion

作　　者：康民军[1] 郝金龙[1] 

机构地区：[1]河北工业大学,中国天津300401

出　　处：《山东商业职业技术学院学报》2014年第3期94-96,共3页Journal of Shandong Institute of Commerce and Technology

摘　　要：舆情研究中所谓的"网络造势",是一种为了得到协调一致的意见、观点和态度,由造势者蓄意营造各类噱头的行为。网络造势行为通过借助某些"大V"们的名人效应拉拢人气,由"网络水军"担当网络造势的营销策划,雇佣网络公关公司提供有偿删帖服务等形式裹挟民意,误导、扭曲人们正确的价值观,扰乱正常的网络秩序,损害社会公众利益。The so -called ＂network hype＂ in study of the public opinion is the behavior to get coordinated views, opinions and attitudes, which creates gimmicks deliberately. The network hyping behavior relies on some ＂big v＂＇s celebrity effect to seek for popularity, serves as a network marketing planning with the help of ＂network Navy＂, or hires public relation firms to provide the paid services of deleting posts on public opinions. Therefore, it can mislead and distort the correct values, disrupt normal network orders, and destroy the public interests.

关 键 词：舆情 网络造势 网络水军 表现形式 

分 类 号：G21[文化科学—新闻学]