高校网络圈群舆情的特征、影响因素及引导策略

A Research on the Analysis and Guidance of the Network Public Opinion at Colleges and Universities

当前高校网络圈群舆情呈现出理性与感性认知相互交织,正负能量相互碰撞,娱乐与猎奇、个性与从众心理并存的特点,其中大学生网民心理、触发性事件、网络把关人、意见领袖、拟态环境等是影响舆情发展的重要因素。提高高校网络圈群舆情引导的能力和水平,必须强化日常监测,找准舆情传播关键节点,加强学校微博微信建设及网络评论员队伍建设。

The network public opinion at colleges and universities ischaracterized with the integration of rational and the perceptual cognition, the interaction of the positive and negative speech, the co-existence of entertainment and novelty,the personality plus the conformity. Amongst the many factors affecting the public opinion, the major ones are the psychology of the college students＇ netizens, the triggering events, network gatekeeper, opinion leaders, the pseudo-environment, etc. The ways to improve the ability and level of the guidance of the network public opinion at colleges and universities mean enhancing the daily monitoring, grasping the deciding elements of the public opinion as well as building up the university＇sofficialWeibo and WeChat and the network commentators.