后真相时代舆论引导的新常态与应对之策  

New Normal of Public Opinion Guidance in the Post-truth Era and Countermeasures

作　　者：董浩[1] 周浒[2] Dong Hao;Zhou Hu

机构地区：[1]南京师范大学新闻与传播学院,江苏南京210000 [2]淮阴师范学院传媒学院,江苏淮阴223300

出　　处：《传媒观察》2019年第9期37-43,共7页Media Observer

基　　金：江苏省研究生创新计划项目“生活世界理论视域下媒介化与精神交往秩序的重建”,项目号:SJKY19_1117

摘　　要：随着后真相时代的来临,人们的主观情感、个人信念逐渐“大行其道”,并且较之理性、事实,更能影响舆论的生成与走向,公共舆论将发生什么样的变化?以及我们又将如何应对?成为新闻传播学研究必须面对的新的时代课题。研究认为,后真相时代舆论将会呈现以下几种变化:情绪主导型或情感主导型舆论将成为一种新的舆论类型;情绪、情感及其主导的舆论将导致舆论的效力降低;碰撞、冲突可能将进一步增多,程度也将更加剧烈;舆论反转、舆论审判可能将进一步常态化;舆论伤害的程度可能将进一步加深;舆论引导的周期将延长、难度将加大。对此,当前最佳的或者说最可行的应对方式可能是充分利用现代发达的以计算机等为核心的高新科技,构建并抓紧形成一种基于情感分析的系统疗法。具体而言,即是指建立一种由政府主导、民间参与、高校智力支持的,囊括多学科的、集舆情识别、抓取、分析、引导、治理于一身的,以情绪分析为基础的大数据舆情系统,并在此基础上进行综合治理、系统治理的方法。With the advent of the post-truth era, people's subjective emotions and personal beliefs are gradually becoming "prevailing", and they can influence the generation and trend of public opinion more than rationality and facts. What changes will happen to public opinion? And how will we respond? It has become a new era issue that must be faced in the study of journalism and communication. The study believes that the post-truth paradox will show the following changes. Some of the public opinion will start to be led by emotions and feelings, which undermines the effectiveness of public opinion and increases and escalates collisions and conflicts . The reversal and trial of public opinion might become the new normal and the harm done by public opinion might deepen. The cycle of public opinion guidance will be extended and the difficulty will increase. In this regard, the current best or most feasible response may be to make full use of modern and advanced high-tech technology with computer as the core, to build and grasp a systematic therapy based on sentiment analysis. Specifically, it refers to the establishment of a government-led, public-participated, and university-supported multi-disciplinary big data public opinion system based on emotion analysis including public opinion identification, grasping, analysis, guidance, and governance. The comprehensive management and systematic governance are conducted on this basis.

关 键 词：后真相 舆论引导 新常态 大数据 情感分析 系统疗法 

分 类 号：G206[文化科学—传播学]