移动社交语境下高校微信舆情场域传播探究

Studies on Wechat Public Opinions Field Communication in Universities under the Context of Mobile Social Network

移动社交语境下,以微信为代表的社会化媒体正"点亮"今日大学校园,成为当下大学生的"社交神器"。作为高校主流舆论引擎的微信舆情,一方面,具有用户生成、多元扩散、熟人社交、圈内和谐等特点;另一方面,由于高校传播主体、内容、受众层面上的种种缺失,微信舆情管理也面临严峻考验。通过微信舆情协同管理、新媒介素养教育以及公共危机传播管理三大舆情机制构建,为高校微信舆情妥处提供可以借鉴的思路。

In the current context of mobile social network, social media, represented by Wechat, is now sweeping across our campuses. As one of the most significant social tools for undergraduates as well as a main field of internet public opinion in universities, Wechat has properties of UGC, multi - communication and stabilization on aecount of its acquaintance chain. Meanwhile,because of its deficiency in communicator, contents, target audience, Wechat also brings more difficulties to public opinion management. This paper tries to build up three public opinion management mechanisms, namely, Wechat public opinion collaborative management meehanism, new media education mechanism and crisis communication mechanism, by means of which it offers some notions and methods for university administrators in Wechat public opinion management.