多元参与视域下突发事件网络舆情治理的警示与策略——基于“洁洁良”事件的分析

The Warning and Strategy of the Online Public Opinion Governance of the Emergent Events from the Perspective of Multiple Participation:Based on the Analysis of “Jie Jie Liang” Incident

突发网络舆论事件日益增多,厘清突发事件网络舆情治理的应对危机对提高其治理效能具有重要意义。经由"洁洁良"事件的典型案例分析,基于多元参与的视角归纳出媒体、网民和舆论对象三元主体在突发事件网络舆情治理中的行为风险。为有效化解突发事件网络舆情治理的风险、困境与危机,当前提升突发事件网络舆情治理的效能需完善事前预警与回应相结合的前置性治理策略,加强事中引导与化解相结合的综合性治理策略以及巩固事后归纳与教育相结合的隐藏性治理策略。

With the increasing number of public opinion incidents,it is of great significance for the improvement of governance effectiveness to find out how to deal with the crisis of the governance of public opinion in emergencies.Through the typical case analysis of“Jie Jie Liang”incident,this paper sums up the behavioral risks of media,Internet users and public opinion objects in the governance of public opinion in emergencies based on the perspective of multiple participation.In order to effectively resolve these risks,we need to improve the proactive governance strategy combined with prewarning and response,strengthen the integrated governance strategy combined with mid-guidance and resolution,consolidate the hidden governance strategy combined with end-induction and education.Only in this way can we improve the effectiveness of public opinion governance in emergencies currently.