全媒体时代社会舆论“微传播”的动因与控制

"Micro-dissemination" of Public Opinions in Media Times: Its Motivation and Control

随着新媒体技术的发展,以微博客为媒介、以多种移动媒体为终端的信息传播方式———"微传播"应运而生。社会舆论通过"微传播"以病毒式传播方式蔓延,有可能迅速产生"蝴蝶效应",它从产生、扩散到成熟,历经个人意见、优势意见、公众意见三个阶段。所以如此,是因为其核心要素需要具备的条件在"微传播"这一平台上得到了全方位的获能和满足。关注微博信息源及诚信度,关注"微传播"流量,率先建立"微传播"专门通道,是促进社会舆论良性传播的有效措施。

With the advance of new media technology, ＂micro-dissemination＂ emerged by means of microblog and mobile media devices. Social opinions via micro-blog can be publicized like spreading virus and might take ＂butterfly effect＂. From emerging, disseminating to mature, it ranges three stages, individual~ o- pinion, and advantage opinion to public opinion. All of its core factors can acquire from the ＂micro-dissemination＂ platform. The effective measures of promoting sound dissemination of social opinions are to focus blog source of information and credit, click rate of micro-blog and formation of exclusive channel for ＂micro-dissemination＂.