群体性事件网络舆情结构逆转:内在机理与现实表征

Structural Reversal of Network Public Opinion in Collective Behaviors:Internal Mechanism and Actual Representations

在网络社会中,依托群体性事件的舆情出现了结构上的逆转:传统强势的群体处于相对弱势地位,而传统弱势群体则相对强势,使得以权力为主导的各级政府倍感压力。基于议程设置理论视角,以5个PX项目事件为案例,探究群体性事件网络舆情结构逆转过程中的关键主体与互动机理。研究发现:群体性事件本身、社会成员、意见领袖、传播媒体、涉事政府等主体的交互触发会影响政府公共决策的控制能力,且与政府公信力共同导致了群体性事件网络舆情结构逆转。网络舆情结构逆转的基本形式由"金字塔结构"向"扁平化结构"转变;驱动力量由"精英主导"向"大众交互"转变;互动模式由"线性模式"向"循环模式"转变;耦合方式由"线下选择传播"向"线下线上辐射传播"转变。

In the Internet society, network public opinion regarding the collective behavior causes that traditional party with strengths has shifted to be in a weaker position, while the vulnerable subject was in a stronger position relatively, which may impact the policy agenda setting, and in turn bring many pressures to the authority-oriented government departments at all levels. From the perspective of Agenda Setting Theory, based on five cases about PX project events, this research aims to employ quali- tative method to explore the critical bodies and interactive mechanisms in structural reversal process of network public opinion in collective behaviors. The results show that collective behavior itself, social members, opinion leaders, media, and the involved government comprehensively play important roles in network public opinion of each PX event, they will affect the controllable ability of decision-making for the corresponding government, which can led to structure reversal of network public opinion in the collective behavior with the synchronous role of public trust in government. Besides, this paper examines its realistic representations from the four aspects of basic form, driving force, interaction mode and coupling method. These results can contribute the government to regulation for the public opinion and network governance, and also can provide important implications for the modernization of public policy agenda setting.