新媒体环境中网络舆论研究  

Research on Network Public Opinion under New Media Environment

作　　者：谢耘耕[1] 刘锐[1] New Media and Society Research Center of Shanghai Jiaotong University

机构地区：[1]上海交通大学新媒体与社会研究中心

出　　处：《新媒体与社会》2015年第2期82-104,共23页New Media and Society

摘　　要：网络舆论发展演化大致包含发生期、扩散期和消退期三个阶段,分别对应其生成机制、驱动机制和阻动机制。面对新媒体环境中的公共舆论,中国相关部门对网络舆论的规律性认识加深,更加尊重民意、倾听民意,但也有一些政府部门在面对突发公共事件时采取鸵鸟战术、袋鼠战术、壁虎战术、麻雀战术、寒蝉战术、鹦鹉战术等手段应对网络舆论。建议网络舆论引导宜遵守信息发布3T原则,关照网民情绪反应;正确对待网络舆情,采取合作而非对抗姿态;增强谣言的证实能力,积极借助新媒体化解相关谣言;重视与意见领袖的沟通合作;加强议题管理;传统媒体与新媒体并举,多渠道传递媒体正能量。The development and evolution of network public opinion generally includes three stages： the occurrence period,diffusion period and regression stage,which correspond to the formation mechanism,the driving mechanism and the resistance mechanism respectively. Faced with public opinion in the environment of new media,Chinese relevant departments deepen the understanding of the law of public opinion,respect and listen to public opinion further,but there are also some government departments taking measures,such as ostrich tactics,kangaroo tactics,gecko tactics,sparrows tactics,chilling tactics,and parrot tactics to deal with network public opinion in the face of unexpected public events.In order to guide the network public opinion,it is suggested to abide by 3T principle of information release,concern emotional reaction of internet users,treat network public opinion correctly,adopt cooperative and non-confrontational posture,enhance the confirmed ability of rumors,take advantage of new media actively to resolve relevant rumor,pay attention to communication and cooperation with opinion leaders,strengthen management of issues,develop traditional media and new media simultaneously,and deliver positive energy of media from multichannels.

关 键 词：新媒体 网络舆论 生成演化机制 意见领袖 传统媒体 谣言 

分 类 号：G206[文化科学—传播学]