基于大数据的主流媒体引导社会热点舆情研究

A study of mainstream media guiding discussions on heated social issues based on big data

互联网+的深入发展,对社会舆情的传播产生影响。大数据科学技术的兴起,对社会舆情的传播及其引导提供了新的技术支撑。文章通过界定社会主流媒体内涵,分析了互联网时代热点舆情的特点以及影响主流媒体引导热点舆情的影响因素。针对互联网技术更新快、人才培养需要知识积累以及由此产生的管理机制等,引入大数据理论,提出了三种主流媒体引导社会热点舆情的策略:挖掘影响社会舆情的大数据搜索和认知功能,主导社会舆情议题;强化社会舆情大数据的数据分析功能,预测热点舆情的发展方向;加强社会舆情的大数据整合,引导树立主流社会价值观念。

The Internet plus has impact on the spread of current social public opinion as it develops further. The rise of big data research provides a new scientific basis on the social public opinion dissemination way and control. Based on the connotation definition of Intemet plus on the social mainstream media, this paper analyzes the characteristics of heated public opinions in Internet era and the influencing factors on the mainstream media to guide the focus of public opinion. This paper introduces big data theory and proposes three strategies, that is, to excavate big data search and cognitive functions to influence social public opinion and dominate social public opinion issues; to strengthen the data analysis function of large social public opinion data, predicting the development direction of heated public opinion; to strengthen the integration of big data in social public opinion and to guide the establishment of mainstream social values.