社会化媒体视角下政府公众舆论引导机制研究

A Study On the Mechanism of Public Opinion Guidance by Government from the Perspective of Socialized Media

基于网络技术的社会化媒体让舆论引导面临巨大挑战。社会化媒体所引发的舆论事件,一次次将党政机关推向了风口浪尖,因此构建公众舆论引导机制势在必行。舆论引导机制是一个由多方协作运行的庞大体系,建立科学有效的舆论引导机制需从三方面着手:一是建立舆论引导的准备机制,主要是从舆情的监测与研判、制定应急预案、提高领导干部媒介素养方面着手,早发现早预防,为之后的舆论引导行为打好基础;二是建立舆论应急机制,通过抢先发声、公开透明、设置议题等手段,掌握舆论引导的主动权;三是建立持续改进机制,通过对舆论引导双方和引导行为的效益评估,对舆论引导的准备机制和应急机制进行科学论证,进而对不同阶段的舆论引导进行合理的调整和改进,使舆论引导机制更科学有效,更具有活力。

Based on the Internet technology, the socialized media play important roles in theecology and framework of public opinions, which create tremendous challenges for the guidance ofpublic opinion. Events of public opinion triggered by social media place the Party and governmentoffices in the teeth of the storm, having a profound impact on the nations politics, economy andculture, thus its necessary to build a mechanism of public opinion guidance.