网络新闻舆论的公共管理困境与对策

Dilemma and Solutions for Public Administration of Online Public Opinions

网络新闻舆论成为广大民众表达自身的诉求、倾诉内心想法、进行思想碰撞的重要途径,同时也成为行政管理者了解民情民意、集思广益制定政策的重要手段。然而,目前的许多网络舆论话语权看似多样性表达,实则由少数人掌握,在网络新闻舆论的传播过程中把关者的作用被严重削弱,网络运营的过度商业化倾向也使得其忽视社会责任和信息传播的正面效应。网络新闻舆论在带来诸多便利的同时也存在着一些管理困境,这对网络新闻舆论自身的发展产生了制约,也给社会秩序造成了一定的不稳定性。政府应稳步调整网络舆情的治理目标,建立健全有效的防范体系,积极加强网络舆论媒体内部的自律。

Online public opinion is an important approach for the mass to express their appeals and ideas, and is an important method for public administrators to know the ideas of people in making policies. However, the discourse power is controlled by just a few people, and the role of administrators has been weakened. The tendency of over-commercialization in network operation has neglected its social responsibility and the positive sides of broadcasting. There is a dilemma for the administration of online public opinions, which has restrained the development of online public opinions and caused instability to social order. The government should adjust the goal of administration, establish an effective system,and strengthen the inner discipline of media of online public opinion.