社交媒体时代衍生舆情运作机制与治理对策研究

Research on Operation Mechanism and Management Strategy of Deuterogenic Public Opinion in Social Media Era

社交媒体时代的传播生态发生了重要变化:海量信息高效传播使政府被置于"共景监狱"中心,受众结构重组使得自我表达情感化,传统媒体话语权式微使得把关缺失。这些都推动了舆情生态复杂多元的变化以及近年来衍生舆情的常态化。衍生舆情大量出现的深层要素是社会基模与集体记忆,现实要素主要是利益诉求、事件延展性及信息不对称。衍生舆情的治理对策包括:强化网络空间法制建设,弘扬网络信息伦理道德;构建多渠道、多层次的辟谣和正向应对机制;以日常形象构建为基点,培育信任文化;加强衍生舆情监测,形成针对性治理方案;积极主动回应,把握政府话语表达方式;引导议程设置,实现两个舆情场的共鸣。

The communication ecology has changed greatly in social media era. The efficient communication of mass information puts the government in centre of ＂a prison with common scene＂. The audience restructure leads to the emotivity of self-expression. The decline of discourse power of traditional media results in a lack of check. Therefore, complex and multivariate changes of public opinion ecology and recent normalization of deuterogenic public opinion are promoted. Deep factors causing a mass of deuterogenic public opinion are social schema and collective memory, while practical factors are interest demand, ductility of event and information asymmetry. Our countermeasures contain the reinforcement of network legal construction and the promotion of network information ethics, the construction of a multi-channel and multi-layered positive coping mechanism, the cultivation of trust culture based on daily image construction, the reinforcement of deuterogenic public opinion monitoring and the formation of specific governance programmes, the positive and initiative response and the hold of official discourse representation, the guidance of agenda setting and the realization of two public opinion fields’ resonance.