论网络群体事件中主流媒体的引导策略

Guiding Strategies of Mainstream Media in Network Group Incidents

社会转型期,触动多方利益的改革加速推进,选择网络主张权利、发表意见的诸多集群行为、抗争行为剧增,进而形成网络群体事件。网络群体事件的作用力源泉在于广泛集群的网民所形成的舆论压力,科学有效地处置网络群体事件,必然需要对其进行必要的舆论引导,这是"媒体人"之共同责任。主流媒体在信息传播与舆论引导中独具权力话语优势,这进一步强化了主流媒体的时代使命,使其注定成为处置网络群体事件的媒体引导者。为此,在应对突发网络群体事件时,主流媒体应提高舆论引导能力,掌握舆论引导主动权,减少舆论非常态聚集,因势利导,努力提高网络群体事件的引导力与化解力,强化正确的民意走向,确保在有效引导网络舆论中站稳地位、站正位置、发出声音。

The period of social transformation witnesses the acceleration of reforms shaking the interests of parties. Consequently,aggregation deeds and resistance deeds choosing the network as a means to advocate rights and voice opinions are on rapid rise, which evolves into network group incidents. These incidents originate from the pressure of public opinions formed by clusters of netizens. It is imperative for us to provide them with needed guidance to scientifically and effectively address these incidents. This is the common responsibility of ＂ the media＂. The mainstream media is in possession of unique discourse power advantages in information dissemination and guidance of public opinion,which further strengthens the mission of mainstream media and is destined to make it the leading one in the disposal of network group incidents. Therefore,the mainstream media should improve their ability of and master their initiative in the guidance of public opinion and reduce the chances of abnormal aggregation of public opinion,with a view to striving to enhance the guidance and resolve of these incidents,further spread correct public opinion and ensure the stability,correct orientation and proper voices in the effective guidance of network public opinion.