“微时代”高校网络舆情的特点及其引导策略

On the Characteristics and Guidance Strategy of University Network Public Opinion in the“Era of Micro-media”

微媒体时代改变了既有信息传播格局,更加便捷、高效、开放的"微传播"平台极大地拓展了话语权,也使高校网络舆情呈现出新的特点,加剧了网络舆情危机发生的频度。新形势下,高校必须转变管理理念和方式,充分重视网上思想文化阵线,及时处置网络舆情事件,通过畅通诉求表达渠道,有效化解各类矛盾冲突,尽可能避免负面情绪的积聚。

The era of micro-media has changed the existing pattern of information dissemination, and the more convenient, efficient and open ＂micro-propagation＂ platform has greatly expanded the discourse right, but also presents new features to university network public opinion, which exacerbated the frequen- cy of the network public opinion crisis. Under the new situation, universities must change management concepts and methods, pay attention to online ideological and cultural front, deal with network public o- pinion cases in time, effectively resolve various conflicts through smooth channels of expression, and try to avoid the accumulation of negative emotions.