论网络舆情事件中网络媒体对公共舆论的积极引导——基于属性议程设置的于欢案网络传播实证研究  

The Study of the Guidance of Network Media to Public Opinion in Internet Public Opinion Events——an empirical study of Yuhuan Case's network communication based on attribute agenda setting

作　　者：郭其云 刘娅婷 GUO Qi-yun;LIU Ya-ting(Emergency Rescue Management Research Center,China People’s Police University,Langfang 065000,China;School of Journalism and Communication,Wuhan University,Wuhan 430000,China)

机构地区：[1]中国人民警察大学科研所应急救援管理研究中心,河北廊坊065000 [2]武汉大学新闻与传播学院,湖北武汉430000

出　　处：《治理现代化研究》2019年第2期67-76,共10页Governance Modernization Studies

基　　金：河北省社会科学基金项目"消防部队在突发灾害事故中应急救援宣传保障机制研究"(项目编码:HB16XW022)阶段性研究成果

摘　　要：于欢案作为一起"司法与舆论良性互动"的案例,为今后处理类似网络舆情事件树立了样板。本研究采用内容分析法,基于属性议程设置,对网络媒体在网络舆情事件中引导舆论的有效性进行了实证检验,从主题、倾向和信源三方面,分析了于欢案中网络媒体引导舆论的长处和不足,并就网络媒体在网络舆情事件中如何积极引导舆论提出对策:高度关注官方声音,坚守主流舆论阵地;不盲目定义和同情弱者,不故意建构弱者形象;实时报道最新动态,最大限度消除不确定性;从社会、政治、法治等方面发掘报道主题,转移网民注意力;注重对网民倾向性的引导策略,寻找巧妙的方式手段;特别关注专家学者的发声;加强网络媒体自律,加强对意见领袖的把关。As a case of good interaction between justice and public opinion,Yuhuan Case set a model for dealing with similar Internet public opinion events in the future.Based on the attribute agenda setting theory,this study firstly conducts an empirical study on the effectiveness of network media in guiding public opinion in online public opinion events.Then,this paper analyzes the advantages and disadvantages of online media guidance in Yuhuan Case from three aspects:the topic,the reporting tendency and the news sourse.It draws lessons from Yuhuan Case and puts forward operational strategies on how to guide public opinion effectively for network media in the network public opinion events:pay the the highest attention to the official voice and adhere to the official mainstream public opinion position;don’t blindly“define”and sympathize with the weak and don’t deliberately construct the image of the weak;follow up the latest developments in real time,minimize the uncertainty;try to explore various topics from the aspects of society,politics,legal system,economy and so on,divert the netizens’attention from different aspects actively;guide the netizens’orientation strategically and seek the ingenious means;special attention should be paid to the experts and scholars;the network media should strengthen self-discipline internally and strengthen the control of the opinion leaders externally.

关 键 词：网络舆情事件 属性议程设置 网络媒体 舆论引导策略 

分 类 号：G203[文化科学—传播学]