网络环境下信息有效传播的障碍与对策研究

Study of Obstacles and Countermeasures on Effective Dissemination of Information under the Network Environment

[目的/意义]网络的飞速发展使信息传播模式日趋复杂。探明信息的网络传播机制,实现信息的有效传播,将是保证各行业在信息化过程中建立信息优势并维持长久发展的重中之重。[方法/过程]对比分析传统信息传播和网络环境下信息传播的模式及特点,挖掘网络环境下信息有效传播的障碍,从信源、信道和信宿3个方面入手,提出有针对性的策略。[结果/结论]指出网络环境下信息有效传播的障碍主要包括发散性牛鞭效应所引起的信息失真和集中性马太效应所导致的还原"失声";消除信息有效传播障碍的策略主要有整合信源主体、规范网络意见领袖以及树立正确的信息观3项措施。

[Purpose/significance] The rapid development of network has complicated information dissemination mode. Exploring network dissemination mechanism of information to realize effective information dissemination is high priority for ensuring all industries build information superiority and maintain long-last development in the process of infomatization. [Method/process] The paper compares and analyzes modes and their characteristics of traditional information dissemination and information dissemination under the network environment, mines the obstacles on effective dissemination of information under the network environment, and puts forward corresponding strategies from 3 aspects of information source, channel and destination. [Result/conclusion]The paper points out that obstacles of effective dissemination of information under the network environment include information distortion brought by diverging bullwhip effect and reducing silence caused by centralized Matthew effect; strategies to remove those obstacles include integrating the main body of information source, normalizing the network opinion leaders and setting up correct concept of information.