网络舆情信息传播视域中传播效果理论的嬗变与思考

Evolution and Thought about Communication Effect Theory in Information Communication for Internet Public Opinion

认为网络舆情信息因其传播模式的网状化、传播内容的开放化、传播主体的隐匿化以及传播手段的个性化等显著特征,使得经典的传播效果理论受到了巨大冲击和挑战。尤其是"把关人"、"议程设置"、"沉默的螺旋"与"使用和满足"等理论所强调的观点或假说,在网络舆情信息传播实践中,有的得到了印证和加强,而有的出现了背离和不适应。文章试图重新审视和构建新的理论体系,使之与网络舆情信息传播相适应。

Characterized by its netlike mode, open and wide content, anonymous subject and individualized means, the information communication for internet public opinion has bringed huge impact on and challenges to the classical Communication Effect Theory. Some views or hypotheses, which the theories as ＂the Gatekeeper＂, ＂Agenda Setting＂, ＂the Spiraled of Silence＂, ＂Use and Gratification＂ emphasize, are confirmed and reinforced, while others are deviated or not fit at all, in the transmission of internet public opinion information. The fact asks us to review and rebuild the new theoretical system which may apply to the information communication for internet public opinion.