“借题发挥”：社交媒体空间的特殊舆论现象

"Making Something out of Nothing":A Special Public Opinion Phenomenon on Social Media Space

近年来,社交媒体空间有一种特殊的舆论现象,某个事件经由网民借题发挥突然形成轩然大波,成为舆论。作为一种特殊的舆论现象,其生成原因较为复杂。这种舆论主体的传播策略是借助网络事件的讨论、续写事件发展的故事、揭露事件背后的"真相"等方式将激进的主张更多地传播给其他网民。借题发挥的本质是运用特殊话语修辞将不满情绪包裹在所谓爆料"真相"的传播过程中,从而引发更多的社会"共识",获得更多的舆论响应。其最大的危害是容易造成不明真相的网民被裹挟其中,从而造成对国家政策和正常社会秩序的冲击,使舆论引导失效。打破这种借题发挥的舆论生成规律,需要建构话语对冲机制。

In recent years, there has been a special phenomenon of public opinion on the social media. Some Internet users would make something out of nothing and cause a scene on line. As a special phenomenon of public opinion,its causes are complex. The strategy of communication subject is to use the discussion of online incidents, continue to write the story and expose the "truth" behind the incidents to send radical message to other Internet users. The essence is to use special rhetoric to wrap discontent in the process of spreading the so-called "truth", thus triggering more social "consensus" and getting more public opinion response. It would harm the Internet users who do not know the truth, thus have a negative impact on national policies and social order,and invalidate public opinion guidance. To prevent this from happening, we need to construct a discourse hedging mechanism.