追随、缄默与群体极化:突发事件网络舆情中的羊群效应

Follow-Up,Silence and Group Polarization:the Herding Effect in the Online Public Opinion of Emergencies

从羊群效应的特征和三种不同的参与形式出发,从个体机制、环境机制和传播机制三个层面阐释了突发事件网络舆情中的羊群效应的成因,并由此着重探讨突发事件的相关主体需合理利用羊群效应,使网络舆情向其期望的方向演化:要引导网民群体甄别网络话语,提高网络信息分析判断力;主动引导网络舆情,掌握意识形态网络舆论话语权;以认知共性凝聚情感共情。

This article first explains the causes of the herd effect in the network public opinion of emergencies from the perspective of the characteristics of the herd effect and three different forms of participation,from the three levels of individual mechanism,environmental mechanism and communication mechanism,and focuses on the relevant subject of the incident needs to make reasonable use of the herd effect and make the network public opinion evolve towards its desired direction:guide netizens to identify online discourses and improve their ability to analyze and judge online information;actively guide online public opinion and master the right to speak in ideological online public opinion;condense emotional empathy with cognitive commonality so as to achieve a benign interaction between the public and public opinion fields.