全媒体时代突发公共卫生事件网络舆情治理:以“山东非法疫苗事件”为例

Governance of the public sentiments online for public health emergency under the background of omnimedia:a case study of Shandong Illegal Vaccines

目的分析2016-03经媒体报道后引发热议的山东非法疫苗事件,探讨其舆情衍生变化发展情况、政府相关部门及新闻媒体在此次舆情中的作为情况,从而为加强政府在全媒体时代应对突发公共卫生事件网络舆情治理提出针对性策略措施建议并提供参考依据。方法收集由人民网网络舆情监测系统公布的以山东非法疫苗事件为监测对象的舆情数据,从疫苗事件总体舆情发展态势、舆情媒介分布、各媒介舆情走势、舆情地域分布、舆情话题五个方面分别进行整理分析;对政府相关部门在此次舆情中的作为情况进行统计分析。结果山东非法疫苗事件的舆情讨论共计43 792篇。从总体舆情发展态势来看,自03-18经首次曝光后,舆情讨论为1119篇,此间,随着媒体、明星及监管部门的相继发声,此事件的舆论关注度于03-23达到了峰值(13 696篇);从舆情媒介分布方面来看,传统媒介(新闻)依然占据着主流地位(48%),而手机客户端(微博、微信)等新媒体的信息更新量比重已经超过了论坛和贴吧;从舆情地域分布方面来看,山东省的舆情声量最高(尤其是负面舆情);而从舆情话题分析方面来看,可将其分为激动派、对立派、思考派以及谏言派。结论政府对网络舆情存在"轻预防"、"轻处置"与"轻恢复"的问题,提示政府有关部门应对突发公共卫生事件网络舆情能力的薄弱。

Objective The purpose of this study is to analyse the Shandong Illegal Vaccines in march 2016 which sparked a heated debate after being reported by the media, and to discuss the derivation and the development of the public sentiments, some departments of the government and the media＇s conducts in this event, so as to provide references for putting forward some pieces of advices and strategies about strengthening the government＇s ability on responding to the public sentiments online for public health emergency under the background of omnimedia. Methods The data on the basis of Shandong Illegal Vaccines which published by the Renmin online public sentiments monitoring system was collected. These data was organised and analysed from several aspects： the overall development of the vaccine event, the distribution of the media, the tendency of the media, the geographical distribution of the media and the topic of the public sentiments; counting and analyzing some departments of the government＇s conducts in this event. Results A total of 43 792 cases were discussed in the Shangdong Illegal Vaccines. From the overall development of the vaccine event, the public sentiments were about 1119 discussions since the first exposure on March 18. During the event, as the media, the stars and the supervision department spoke one after another, the focus of public sentiments reached its peak （13 696） on March 23. From the distribution of the media, the traditional media （news） still occupied the dominant position, and the amount of information updated by the new media as mobile client （micro blog, WeChat） had exceeded BBS and post bar. From the geographical distribution of the media, Shangdong had the highest amount of public sentiments, especially the negative public sentiments. In addition, from the topic of the public sentiments, it can be divided into exciters, opposites, thinkers and advisers. Conclusions The government has a “light prevention”, “light treatment” and “light recovery” problem on the online public sentiments, which reflects some departments of the government have poor abilities in response to the internet public sentiment of public health emergency.