自媒体时代网络舆论的异化与治理

The Dissimilation and Governance of Online Public Opinion in the We-media Age

自媒体时代,使远在传播权力之外的社会个体获得空前的话语权,可脱离体制框架在各种表达管道较自由地发声。这便于公众在各种网络平台表达民意,参与公共事务讨论,成为社会事务舆论监督的主体。但由于个体传播权力泛化、群体分化加剧、社会核心价值观缺乏及商业与资本逻辑加速,公众意见众声喧哗,网络舆论危机不断发生,网络舆论群体狂欢、泡沫激增、情绪极化和商业化等异化现象频现。对此,应引导与调适社会情绪,加强主流媒体舆论引导,强化网络舆论监测与研判,严控舆论商业运作,严防舆论极化与异变,从而营造健康、良性的网络舆论生态。

In the we-media age, social individuals, who used to be far away from the fight of communication, have gained unprecedented rights of speech, and they are free to make their voices heard, which is convenient for the public to express their opinions with internet platforms, take part in the discussion of public affairs and function as the mainbody of public opinion supervision. However, the generalization of the individual right of communication, the increasing split of social groups, the lack of shared social values and the acceleration of business and capital logic have caused the frequent occurrence of dissimilative phenomena, such as public opinions conflicting with each other fiercely, a variety of public opinion crisis occurring online continuously, online public opinion groups reveling and barking, and the internet public opinion bubble surging, polarized emotionally and businesslike. It is put forward that social emotions should be guided and readjusted; the guidance for the public opinion from mainstream media strengthened; the monitoring, studying and determining of the online public opinion enhanced; the commercial operation of public opinion strictly controlled; and the polarization and dissimilation of public opinion strictly prevented so as to create a healthy and benign ecological environment of online public opinion.