数字舆论生态下的舆论引导与危机处置

The Public Opinion Guidance and Crisis Management in the Digital Media Environment

数字舆论生态是伴随着信息技术的数字化革命,在信息交往主体间建立起的一种实时交互关系,打破了以往公众意见借助于媒体机构进行聚合的生成方式,形成了新的要素组合特征和传播特点。从数字舆论生态的生成逻辑上看,其主要因子在于数字技术的可供性、实时交互的可行性和意见聚合的可为性,相较于传统舆论生态更具场景化、情绪化、分散化和歧义化的特点。针对数字舆论生态的特点实施有效的舆论引导,已经成为提升现代社会治理能力的重要方面,应从满足民众知情需要出发,积极回应网民关切,以"时、度、效、解、关"的系统思维,形成数字舆论引导的基本策略。在数字舆情危机处置上,应坚持系统诊断、依法决断和科学判断的基本原则,从数字舆情危机形成及其演化的过程出发,立足于"早、判、引、商、预"五个环节,形成科学的思维方法和工作方法,不断提高舆情危机处置能力。

The public opinion guidance in digital media environment is like a digital revolution accompanied by the information technology.It establishes a real-time interactive relationship between information-exchange subjects,breaking the previous method of gathering public opinions by means of media agencies,forming a new combination of elements and communication characteristics.From the perspective of the logical generation of the digital media environment,its main factors are the availability of digital technology,the feasibility of real-time interaction and opinion combination.Compared with the traditional media environment,it is more scene-oriented,emotional,decentralized and debatable.Based on the characteristics of the digital media environment has become an important aspect of improving the social governance capabilities.Government should start from meeting the needs of the public’s awareness,actively respond to the concerns of netizens,adopt a systematic thinking and forming the basic strategy of digital public opinion guidance.In the handling of digital public opinion crisis,the basic principles of systematic diagnosis,legal decision and scientific judgment should also be sticked to.Starting from the formation and evolution of digital public opinion crisis,based on the five parts of"advancement,judgment,guidance,communication,and planning".To form scientific thinking methods and working process,and continuously improve the ability to deal with public opinion crises.