“四全媒体”语境下高校网络舆论引导进路的转向  

Changing Approaches to Guiding Online Public Opinion in Colleges and Universities in the Context of"Four Omnimedia'

作　　者：高世杰 赵红灿 Gao Shijie;Zhao Hongcan

机构地区：[1]中国矿业大学马克思主义学院,江苏徐州221116 [2]中国矿业大学矿业工程学院,江苏徐州221116

出　　处：《江苏高教》2023年第7期96-99,共4页Jiangsu Higher Education

基　　金：教育部人文社会科学研究专项任务项目“大学生网络社群认同及交际机制研究(21JDSZ3198)”。

摘　　要：网络话语作为媒体语言,具有思想精神工具、意识形态载体、社会实在折射和文化影响外显的功能。全媒体时代,大学生网络话语呈现出从时代用语到个性用语、从只言片语到网言网语、从文本叙事到图像叙事、从主体独语到大众共鸣的变化。网络话语与舆论引导话语理应对接,高校网络舆论引导话语权却因文明冲突和转型下的失范、议题设置主导力的弱化、群体极化中的舆论漩涡、网络治理方式手段的滞后等因素存在式微的风险。面对挑战,高校网络舆论引导要从全程、全息、全员、全效四个维度实现由总结解释转向议题直播、由单一编码转向场景沉浸、由控制垄断转向主导框架、由信息生产转向对话共鸣。As a media language,online discourse has the functions of spiritual tool,ideological carrier,social reality reflection and cultural display.In the omnimedia era,college students online discourse changes from language with time features to language with individual features,from scattered words to netspeak,from text narration to image narration,and from monologue to public dialogue.Online discourse and guidance discourse of public opinion should be connected.However,the power of guidance discourse of the online public opinion has declined due to the clash of civilizations,the anomie under the transition,the weakening of the dominant force of topic setting,the whirlpool of public opinion in the group polarization,and the lag in the methods and means of Intemnet govemance in colleges and universities.In face of challenges,the online public opinion guidance in colleges and universities should change from summary interpretation to topic live broadcast,from single coding to scene immersion,from control monopoly to framework dominance,and from information production to dialogue and resonance in accordance with the Four Omnimediars dimensions of whole process,holographic data,total involvement,and high performance.

关 键 词：“四全媒体” 网络话语 舆论引导 高校网络舆论 

分 类 号：G641[文化科学—高等教育学]