微信舆论场:特征、现状及引导策略

Wechat's Public Opinion Field:Characteristic,Current Situation and Strategy of Guidance

微信作为新兴的即时通讯工具,其用户的高粘性和舆论的频发性促使其成为独特的舆论场。与传统舆论平台不同的是,微信舆论场具有较强的交互性、隐蔽性和高人际互动性,并在现阶段显示出诸多新的特征。目前,微信舆论场存在舆论传播议题多元化、缺乏自净能力、外界信息难以介入、政务微信缺乏有效的经营以及相关法律法规滞后等问题。为此,应高度重视微信舆论管理、提高网民媒介素养、加强主流媒体传播力建设、有效经营政务微信、建立健全法律法规,以更好引导微信舆论传播。

Wechat,a new instant messaging tool,has become a unique field of opinions owing to high viscosity of its users and frequency of public opinions.Unlike a traditional opinion platform,Wechat public opinion field has strong interactivity and concealment,and high interpersonal interaction,and shows many new characteristics at this stage.Various problems exist in Wechat public opinion field,such as diversified issues of public opinions,the lack of self-purification ability,and difficulty for other information to enter,the lack of effective management of governmental Wechat,the lack of related laws and regulations,and so on.So we should pay great attention to Wechat management,improve the Internet media literacy,strengthen the construction of mainstream media＇s propagation force,and manage governmental Wechat effectively,improve the laws and regulations,in order to guide the public opinion in the Wechat field.