面向突发事件网络舆情的社会情绪唤醒综合评价与疏导策略研究

Research on Comprehensive Evaluation and Guidance Strategies of Emergency Events Network Public Opinion Oriented Social Emotional Arousal

[目的/意义]突发事件中的社会情绪对网络民意动向具有巨大的影响,是网络舆情异常变化的重要原因,研究阐明突发事件网络舆情中网民社会情绪的演化机理,有利于为网络舆情治理提供一种新的思路。[方法/过程]基于社会心理学原理,对突发事件网络舆情中网民情绪的集中爆发进行分析,提出积极社会情绪、中性社会情绪、逆反社会情绪和异化社会情绪四种分类方式,并构建出突发事件网络舆情中社会情绪的形成机制。[结果/结论]分析突发事件网络舆情中社会情绪在酝酿期、唤醒期、爆发期等阶段中网民的心理特点后,提出应用社会情绪管控网络舆情的策略,即社会情绪酝酿期需要加强社会情绪知觉的监管力度、社会情绪唤醒期需要分化网民利益诉求并给予合理的宣泄渠道、社会情绪爆发期需要与网民及时沟通并进行情绪安抚。

[Purpose/significance]Social emotions in emergencies could affect network public opinion,which was an important reason for abnormal changes in network public opinion.The research on the evolution mechanism of netizens’social emotions in sudden network public opinion may provide a new idea for the governance of network public opinion.[Method/process]Based on the principles of social psychology,four classifications of positive social mood,neutral social mood,anti-social mood and alienated social mood were proposed.On this basis,the formation mechanism of social mood in network public opinion of emergencies was constructed.[Result/conclusion]By analyzing the psychological characteristics of netizens in different stages,this paper put forward a series of strategies to control network public opinion by using social mood.During the period of social mood brewing,the government needed to strengthen the supervision of social mood perception;during the period of social mood awakening,the government needed to differentiate the interests of netizens and give reasonable channels to release them;during the period of social mood outbreak,the government needed to timely communicate with netizens and provide emotional comfort.