网络舆论引导协同效应运行机理研究——基于媒体融合的视角

Research on the Operating Mechanism of Network Public Opinion Guidance Synergy:Based on the Perspective of Media Convergence

[目的/意义]在对融媒体环境下网络舆论引导特征进行分析的基础上,对网络舆论协同引导、网络舆论协同引导效应及其运行机制进行阐述。[方法/过程]构建了以引导主体、资源、方式、时间、空间5个维度的协同为基础的"网络舆论协同引导效应运行机理概念模型",剖析了网络舆论引导协同效应的内在机理。[结果/结论]指出该模型是主体间的以"协同效应最大化"为目标,以"协同关系"为纽带,通过维度间的互动协同和耦合构成。研究指出协同效应的大小取决于各要素的耦合程度和各主体链协同程度,并受相关制度环境的影响。因此,在融媒体环境下要更好地引导网络舆论,就必须运用创造性思维在推进媒体深度融合的基础上构建网络舆论引导协同机制。

[Purpose/significance] Based on the analysis of network public opinion guidance characteristics under the convergence media environment,the paper explores the collaborative guidance,guidance synergy and its operating mechanism. [Method/process] The paper constructs ＂a conceptual model of network public opinion collaborative guidance operating mechanism ＂based on dimensions of the main guidance bodies,resources,methods,time and space,and analyzes the internal mechanism of network public opinion guidance synergy. [Result/conclusion] The proposed model works through the interactions,collaboration,and coupling of main bodies among dimensions,with ＂maximizing synergies＂as the goal,and ＂collaborative relationship＂as the connections. Research points out that the synergy depends on the coupling degree of each factor and the collaborative degree of main body chains,and subjects to the influence of relevant system environment. Therefore,under the convergence media environment,in order to better guide the network public opinion,it must use creative thinking to advance the depth media convergence,and on this basis,build a network public opinion guidance collaborative mechanism.