议程设置理论视域下热点事件网民舆论“反转”现象研究——基于“成都女司机变道遭殴打”事件的内容分析  

Research about Public Opinion Reversal Phenomenon on Hot Issues under the Background of Agenda-setting Theory——Based on the Content Analysis of the "Assaulted Chengdu Chauffeuse" Event

作　　者：王国华[1] 闵晨 钟声扬[1] 王雅蕾[1] 王戈[1] 

机构地区：[1]华中科技大学公共管理学院,武汉430074

出　　处：《情报杂志》2015年第9期111-117,共7页Journal of Intelligence

基　　金：国家社会科学基金重大项目"国家政治安全视角下的互联网虚拟社会风险治理研究"(编号:11&ZD033)的阶段性成果

摘　　要：微博的出现打破了传统媒介信息垄断及议程设置的强势地位,但网络媒体对受众议程的影响仍然不容小觑。网络媒体在尚未全面了解热点事件的情况下,一味追求"抢发头条""独家新闻""眼球资源"等,使"舆论反转剧"在网络上日趋频现,不仅易引发网络暴力,更不利于社会和谐和国家稳定。本文以"成都女司机被打"事件为例,采用内容分析法探究微博平台上媒体议程设置与网民舆论反转之间的关系。研究证明,网络媒体的无意识议程设置(议题驱动、媒体自净)、有意识议程设置(话语竞争、框架预设、媒介共鸣)及网民议程设置(舆论领袖、网络暴力)等是引发网民舆论反转的关键因素。基于热点事件网民舆论反转现象的研究对主流媒体引导网络舆论具有启示意义。The emergence of microblog broke the strong position of top-down agenda setting of traditional media, but the influences of Internet media on the audience agenda still can not be underestimated. Without fully understanding the hot issues, Intemet media tended to pursuit ＂grabbing headlines＂ ,＂ exclusive＂ ,＂ attention resources＂ etc, as a consequence, the ＂public opinion reversal play＂ was becoming more frequently witnessed on the Intemet, leading to the cyber-violence being easily caused, which in turn would do harm to social harmony and national stability. The study took ＂Assaulted Chengdu Chauffeuse＂ as an example, using content analysis to explore the rela-tionship between agenda setting of microblog media and the public opinion inversion. The study proves that Intemet media＇s unconscious a- genda setting （issues drive, media automatic depuration function）, conscious agenda setting （voice competition, frame design, media res- onance） and netizen agenda setting （ opinion leaders, cyber-violence） are the key factors triggering the Internet public opinion inversion. Research on hot issues of Internet public opinion reversal phenomenon has the enlightenment significance for mainstream media to effectively guide the Internet public opinion.

关 键 词：议程设置 热点事件 舆论反转 微博 

分 类 号：G206[文化科学—传播学]