网络公共事件中的受众逆反心理探究:特征、规律与引导策略  

Exploratory Recearch on the Audience's Reverse Psychology in the Network Public Events:Characteristics,Law and Guiding Strategies

作　　者：刘锐 Liu Rui

机构地区：[1]上海交通大学人文艺术研究院

出　　处：《新媒体与社会》2021年第1期350-364,共15页New Media and Society

基　　金：国家社会科学基金青年项目“网络公共事件中政府舆论传播的受众反向认知研究”,编号:16CXW022。

摘　　要：了解和掌握网络公共事件中的受众逆反心理特征和规律,对于政府相关部门更具针对性地进行舆论引导和情绪抚慰、化解官民沟通困境、提升政府公信力具有重要意义。本文采用大数据和内容分析法,通过建构相关指标体系,对2003年以来引发受众逆反心理的案例进行实证研究,发现涉法涉警、言行不当、公共政策、反腐倡廉、组织人事类公共事件最易引发受众逆反;受众逆反类型中,主体差误、政治信任类所占比重较高,紧随其后的是感受性差距、传播情境类;事件定性、事件原因、处理细节是较易引发网民逆反的三大爆点;逆反多伴随质疑、谴责情绪;政府干预方面,有关部门会采用多种形象修复策略和框架,其中采取降低危机冲击性策略者最多,其次是修正行为和否认策略,采用事实性框架和归因框架者最多,责任框架和领导力框架居其次。It is of great significance of understanding and mastering characteristics and the law of the audience's reverse psychology,which are helpful for the relevant government departments to guide public opinion,comfort emotions,resolve the difficulties of communication between officials and citizens,and en-hance the government's public trust more pointedly.Using big data and content a-nalysis methods,through the construction of related index system,the empirical research studies cases of the audience's reverse psychology since 2003,this paper shows that the public events involve law and police,improper words and deeds,public policies,anti-corruption,organization and personnel are most likely to cause the audience,reverse cognition.Among the audience's reverse psychology types,the proportion of subject error and political trust type is higher,followed by the type of perception gap and communication situation.Determination of na-ture of the event,cause of the event and handling details are the three major ex-plosion points of the audience's reverse psychology.In the dominant emotion of re-verse cognition,it involves query and punishment.In terms of government inter-vention,relevant departments will adopt a variety of image restoration strategies and communication frameworks,among which the most is reducing the impact of the crisis,followed by corrective actions and denial strategies;factual framework and attribution framework are the most used,while responsibility framework and leadership framework are the second.

关 键 词：网络公共事件 逆反心理 干预 舆情危机修复 

分 类 号：C912.6[经济管理] G206[社会学]