从议题互动到“场景融合”:网络直播的舆论功能与生态重构

From Topic Interaction to“Scene Fusion”:Public Opinion Function and Ecological Reconstruction of Live Streaming

作为当下现象级传播形态的网络直播,因其场景化与深度嵌入的互动效应,在诸多公共热点事件中扮演着新型舆论平台的角色,在议程动员、源生事件及价值导向上呈现出鲜明的舆论功能。随着多元化力量介入直播舆论场,直播场景逐渐融合并呈现出典型的“双重建构”特征——平台自身因网红特质经常作为媒介事件受到关注,同时通过内容互动与场景变革再度生成舆论事件。在泛直播化趋势下,网络直播内涵已经发生结构性改变,从作为议题互动的空间转向更丰富的舆论场景。当前网络直播场域仍普遍存在导向偏差与价值迷思问题,需要重塑其作为“场景变革的驱动力量”,探索“情境坍塌”下的舆论调适与治理优化,发挥直播与多元化平台的“场景融合”效应,并强化官方机构与主流媒体加码下的导向引领,从而推动建构一个包含直播场景、主流话语及公众议程三方面有效融合的舆论新生态。

The live streaming,as the current form of phenomenon-level communication,plays the role of a new public opinion platform in many public hot events due to its scenification and deeply embedded interactive effect,and presents a distinct public opinion function in agenda mobilization,source events and value orientation.As diversified forces intervene in the live streaming public opinion field,live streaming scene gradually merge and show a typical“dual construction”feature—the platform's own characteristics are often attracted attention as a media event,and public opinion is generated again through content interaction and scene changes event.Under the trend of live streaming,the content of live streaming has undergone a structural change,that is,from the space of interaction as a topic to a richer public opinion scene.At present,there are still problems of guiding deviation and value myth in the field of live streaming,which needs to be reshaped as a“driving force for scene change”,to explore the adjustment of public opinion and governance optimization under the context collapse,and to play the“scene fusion”effect of live streaming and diversified platforms,and strengthen the guiding guidance of official organizations and mainstream media overweight,so that mainstream values continue to correct and achieve incremental dissemination,thereby promoting the construction of a new ecology of public opinion that includes the live streaming scene,mainstream discourse and the public agenda.