传统媒体对网络舆情的建构功能初探

A Preliminary Study on the Constructional Function of the Traditional Media to the Public Opinion in Internet

在网络舆情的研究中,有一种悲观的论调认为,传统媒体落后于网络舆情的发展,沦落为网络媒体的"跟随者"。实际上,从建构主义理论的视角来看,网络舆情是各方力量共同建构的结果,传统媒体作为建构主体之一,拥有着信源、专业化以及权力等优势,在网络舆情建构过程中具有不可替代性,其舆情建构功能包括识别舆情、设置议题、二次把关、动态平衡等。舆情建构功能的"再发现",有利于完善对于新媒体环境下传统媒体功能的认识,重构其媒体价值,并为舆情引导提供新的理论视角和方法论上的创新。

A pessimistic opinion was popular in Chinese relative research field that traditional media can not catch up with the public opinion in internet and became the ＂ followers＂ to the internet media. In fact,from the view of the Constructivist Theory,public opinion in internet is constructed by different social subjects in results including the traditional media which can recognize the public opinion,set the agenda,secondarily check the information,and balance different subjects dynamically with the advantages of information literacy,specialization and power. The ＂ rediscovery＂ about the construction to public opinion in internet will promote the recognition about the function in traditional media,reconstruct the value of the media and provide a new theoretical perspective and methodological innovation to guiding public opinion in the new media environment.