网络传播环境中的舆论失衡研究

Unbalanced Public Opinion in the Environment of Network Dissemination

网络传播环境下舆论快速发展,这让舆论失衡现象呈上升趋势,具体表现在：＂知沟＂带来的舆论认知偏向、＂意见领袖＂引领的舆论走向、经济利益与道德引起舆论中的话语权失衡及舆论导向的摇摆性现象。而舆论失衡所带来的影响则出现了价值观的错位、媒体公信力的下降、公共理性的缺失等。要通过加强舆论监督、提升网民媒介素养、加强主流文化建设等措施对舆论失衡现象进行管理和纠正。

Public opinion spreads rapidly under the environment of network dissemination, which resulted in an upward trend of the unbalanced pubhc opinion. It takes the following forms： ＂knowledge gap＂ leads to cognitive bias in pubhc opinion; ＂opinion leaders＂ shape the pubhc opinion; economic interests and moral ethics cause the imbalance of pubhc voice and the swing of pubhc opinion. However, the negative influence of unbalanced pubhc opinion causes the dislocation of value, the decline of media credibility, the lack of pubhc rationality and so on. We should manage and rectify the unbalanced pubhc opinion by strengthening supervision, improving netizen＇s media hteracy and enhancing the construction of mainstream culture.