突发公共卫生事件中的情绪传播与舆论引导

A Study of the Emotional Communication and Public Opinion Guidance in Urgent Public Health Emergencies

突发公共卫生事件中,情绪传播成为一种“显性”的传播方式,具有以恐慌焦虑为主、通过非理性的方式表达深层诉求等特征,造成真相传播空间被挤占、谣言与恐慌情绪的恶性循环,具有透支党和政府的公信力,威胁社会稳定等不良影响。同时,情绪传播也间接推动着事件向公开、科学、完善的方向发展。情绪传播的原因在于公众的信息、表达、参与社会治理等诉求未得到满足,因而应在关注与对话的基础上从三方面推进舆论引导工作:关注公众情绪表达,提升舆论引导影响力;完善舆情监测分析系统,提升舆论引导针对性;以高质量信息掌握主动权,提升舆论引导有效性。

The emotional communication appears frequently in urgent public health emergencies.In the mood of panic and anxiety,people express deep appeals via irrational ways,causing space misappropriation of fact,vicious circle of rumor and panic,thus overdrawing governmental credibility and menacing social stability.Meanwhile,the emotional communication also makes the development of urgent public health emergencies open,scientific and sophisticated.That information,expression and participation appeals are not satisfied may be the deep reason.Therefore,we should guide public opinion on the basis of attention and talk from the following three aspects:focusing on the emotional communication,improving public opinion monitoring and analysis system,and providing high-quality information.