新媒体环境下网络舆论引导问题与策略

Problems and Strategies of Network Public Opinion Guidance in the New Media Environment

网络舆论是在互联网上传播的公众对某一焦点所表现出的具有相对一致性、强烈程度和持续性的,并具有一定影响力的信念、态度、意见和情绪表现的总和。网络舆论引导是党和政府及媒体运用新闻传播规律,通过一定的社会意识形态和合理合法的程序,来引导公众达成某种社会共识,形成正确的社会信念、社会情感、社会价值观的实践活动。当前,我国网络舆论引导因虚假性、法制化、情绪化等原因存在复杂性,政府、媒体与公众都应当承担相应的责任。政府应推动全球互联网治理,媒体应提高主流媒体与新媒体网络舆论引导的协同能力,公众应提高网络媒介素养,从而优化我国网络舆论引导的效果。

Network public opinion is the sum of beliefs,attitudes,opinions and emotional expressions that are spread by the public on the Internet with a certain degree of consistency,intensity and continuity.Network public opinion guidance is a practice activity in which political parties,governments,and the media use the discipline of journalism and communication to guide the public to reach a certain social consensus,form correct social beliefs,feelings,and values through certain social ideologies and procedures correct under both reason and law.At present,China’s network public opinion guidance is complicated by reasons such as falsity,legalization,and emotionalization.Both the government,media,and public should have responsibilities.The government should promote global Internet governance;the media should improve the cooperation between the mainstream media and the new media on network public opinion guidance,and the network media literacy of the public should be enhanced,thus can increase the effects of China’s network public opinion guidance.