负面舆情、政府回应与话语权重构——基于1711个社交媒体案例的分析

Negative Public Opinion,Government Response,and the Reconstruction of the Discourse Power ——Based on Analysis of 1711 Social Media Cases

进入全媒体时代,话语权的争夺也从线下的公共领域转移到了线上的社交平台。原有的话语权力体系结构被打破,精英、政府和传统媒体的话语权被分散,同时公共知识分子和公众群体则呈现话语权的涨势。探寻公众网络参与行为对政府网络话语权的影响过程,有助于把控"负面舆情"风险。本文以1711个微博舆情事件为研究样本,通过事件数据量化研究及对典型案例的文本情感分析发现,公众对政府事件具有潜在的负面偏好;负面舆情事件的传播存在明显的"破窗效应";公众对政府回应的关注度随着时间推移而下降。此外,网络公众参与行为体现出的评论对象扩大化、舆论主观臆断性、群体感染和言论认同聚集效应等都对政府网络话语权产生一定程度的负面影响。要实现以政府为主导的多元话语权体系,应当重视网络话语权的重构。

In the all-media age,the competition for the discourse power has shifted from the offline public sphere to the online social media platform.The original structure of discourse power has been broken.The discourse power of the elite,government,and traditional mass media is being dispersed,while the public intellectuals and the public groups show the rising trend of discourse power.It is important to explore the influence of public participation on the discourse power of government,which helps to control the risk of"negative public opinions".In this paper,we sample 1,711 public opinion events published on Weibo(China version of Twitter)to quantitatively analyze the text emotion of typical cases.We found that the public has obvious preferences for negative events about governments.There is a"broken window effect"in the propagation of negative events and public attention to government response declines over time.In addition,the expansion of comment objects,the subjectivity of public opinion,the group infection and congregation effect of discourse identity negatively affect the discourse power of the government.In order to realize the government-led multi-discourse power system,we should pay attention to the reconstruction of internet discourse power.