新媒体环境下网络舆情引导的现实挑战和实践进路

The Realistic Challenge and Practical Approach of Network Public Opinion Guidance in the New Media Environment

网络舆情作为一种新的社会力量和民意空间,在新媒体环境下的治理和引导关乎国家政治安全和社会风险治理。文章通过对新媒体环境下网络舆情特征的梳理,分析了传播方式、舆论生态和媒体格局的变化引发的对政治体系回应效能、社会怨恨化解以及主流媒体主导权的挑战。提出提升网民利益表达能力,打造政府高质量回应平台;搭建社会共同治理网络,化解社会矛盾和利益冲突;重整媒体架构,催化融合质变,放大一体效能等舆论引导的实践进路。

As a new social force and public space,the national political security and social risk management is related to the governance and guidance of network public opinion in the new media environment.Through the combing of the network public opinion characteristics in the new media environment,it analyzes the challenges of political system response,social resentment and mainstream media leading rights caused by changes in communication methods,public opinion ecology and media patterns.Propose to enhance the ability of netizens to express their interests and build a high-quality government response platform.Establish a social governance network to resolve social conflicts and conflicts of interest.Reintegration of media construction to promote the integration of public opinion fields and produce key changes to achieve practical approach to guide public opinion,such as to magnify the effectiveness of public opinion.