新媒体下高校社群的话语权变迁与舆情引导研究

A Study of the Transition of Speaking Right and Guidance of Public Sentiment of Colleges and Universities in the New Media Era

在传统社群话语权日渐式微的背景下,高校社群借助新媒体转移到线上,实现话语权力随阶层结构动态调整的流动状态。话语权渐进式的变迁乱象激发了高校舆情风险危机。在舆情演变的过程中,新媒体通过话语去中心化、话语无序及话语极化多重机制影响建构高校舆情聚合扩散机制。随着"话语霸权"向"话语多向度"的转换,在舆情引导实践中更需参与式的"柔性治理"。由此,本研究拟通过高校场域的议程设置、管理者的对话引导、媒介素养的提升等方面改善高校社群的话语权现状,营造积极健康的公共话语场,以期规避舆情的风险隐患。

Since the traditional speaking right is gradually declining, university community has transferred to the internet by means of the new media, which brings about the flow state of speaking subject to the dynamic adjustment of stratum structure. The chaotic changes of speaking right fight have triggered the university public sentiment crisis. Therefore, the study aims to improve university speaking right, create a positive and healthy public discourse space and avoid the risks of public sentiment through the agenda setting of campus website, the guidance of dialogues among managers as well as media literacy enhancement.