十八大以来教育反腐传播效果评估研究——基于网络舆情(2013-2016年)的分析

Communication Effectiveness Evaluation of the Anti-Corruption in Education since the 18th National Congress of the CPC:Based on an Analysis of Network Public Opinion(2013-2016)

基于对2013-2016年间教育反腐事件的网络舆情分析,试图研究十八大以来教育反腐传播的效果。研究显示:2013-2016年度教育反腐工作与中央保持步调一致,教育反腐舆情压力呈逐年上升趋势;高等教育领域反腐事件易引发公众关注,教育反腐政策法规引发公众关注有限;教育反腐政策法规突破传统传播模式,商业性综合网站成为新的推手;教育反腐舆情事件扩散体现了一般传播规律,并呈现出一定程度的泛化倾向。政策建议为:在教育反腐的内容方面,既要重视对高等教育领域反腐热点事件的传播规律进行研究,又要强调教育反腐法规正能量的传播。在教育反腐的传播渠道方面,既要发挥传统媒体固有的优势,又要发挥新媒体的快速特点。在教育反腐的舆情应对方面,政府部门和高等学校要努力做到:及时反应,积极应对;有效介入,适时干预;持续追踪,化解质疑。

Based on the analysis of the data of the anti-corruption news reports during 2013-2016, this paper attempts to analyze the spreading effect of anti-corruption in education since the 18th National Congress of the CPC. According to the statistics, from 2013 to 2016, the anti-corruption work of education was consistent with that of the central government, the public opinions pressure has been increasing annually; the anti-corruption issues in higher education field is easy to attract public concern, and the anti- corruption policies and regulation are limited in getting public concern; the anti-corruption policies and regulations of education have broken through the traditional communication mode, and the commercial comprehensive website has become a new promoter; education anti-corruption public opinion spreading reflects the general law of spreading, and shows a certain degree of generalization tendencies. Policy recommendations as follows. In the content, it is necessary not only to pay attention to the spreading law studies of anti-corruption hot spots in higher education field, but also to emphasize the spreading of positive energy of the anti-corruption laws. About the education of anti-corruption channels, it is necessary to make use of the inherent advantages of traditional media, but also to make use of the rapid characteristics of new media. In the response of public opinion, government departments and universities should try to response in time and positively, intervene effectively and timely, track continuously and resolve doubts.