视频在热点事件议程设置与舆论引导中的作用研究

The Video's Role in Agenda Setting and Public Opinion Guidance of Hot Issues

[目的/意义]近年来,视频在舆情热点事件的形成和发展中发挥着独特且重要的作用。深入分析视频在热点舆情事件发生发展过程中的机理和规律,可以更好的为舆情引导和应对提供参考。[方法/过程]研究以议程设置理论为基础,选取2015年5月—2017年5月全国有代表性的20个热点舆情事件进行综合性案例分析,探究视频在热点舆情事件中的作用,分析视频在议程设置和舆论引导的规律,提出有针对性的舆情引导和应对策略。[结果/结论]研究发现,视频在热点舆情事件中的主要作用有三点:引发多方关注、主导(扭转)舆情发展以及补充还原现场。基于社交媒体平台传播的"短视频",第一现场、第一时间的直观视频记录,更具有真实性和可信服性;以视频为载体、敏感议题为内核的冲突性画面更易激发公众情绪,获得"意见领袖"和"主流媒体"关注,加快视频传播及舆情发酵速率,从政府与媒体的角度提出四点舆论引导建议。

[Purpose/Significance] Recently, videos have played an increasingly important role in the formation and development of hot issues. By analyzing the mechanism and rules of videos in agenda setting and public opinion guidance, this study provides better suggestions for public opinion guidance and response. [Method/ Process] Based on agenda setting theory, this study selects 20 representative public opinion cases from May 2015 to May 2017 to explore the role of videos in the development of public opinion events, analyzes the characteristics of videos in public opinion events, summarizes its regularity and eventually seeks possible suggestions for public opinion guidance and response. [Result/Conclusion] Findings suggest that videos mainly have three functions in the development of public opinion events： drawing public’s attention, leading or reversing the development of public opinion issues and supplement details or restoring the truth of events. Short videos caught by grassroots or on-site monitoring on scene at the first time are much more convincing; conflicting pictures and sensitive topics presented by videos may easily catch the attention of public, opinion leaders and mainstream media. As a result, these videos can play a better role in agenda setting and public opinion guidance in hot public opinion issues. Some suggestions are also presented at last.