传统媒体在网络事件传播中的舆论引导机制研究

The GuidingFunction of the Traditional Media on Public Opinion in Network Events

在网络事件的舆论传播中,传统媒体作为网络关键的信源存在。相对于网民个体性信源,传统媒体可信度稳定,能够提供事件进展的调查性信息、理性权威的评论、平衡公平的报道。传统媒体的专业优势,使得其比网民信源更能设置网络议程,进而引导网络舆论。传统媒体应积极发挥专业优势,以网络关键信源的角色来强化其对网络传播的议程设置功效,引导网络舆论健康发展。

In the transmission of opinions on internet events, the traditional media plays important role as key sources. Compared with network users who played as individual source of network media, the traditional media play more credible as source, be able to provide the investigative information of the incident, supply rational comments and fare coverage to network media. Owing to the professional advantages ,traditional media can set the network agenda and guide public opinion more than network users by played as key source of internet.