“微时代”高职院校网络舆情的特征分析及引导策略

On the Characteristics and Guiding Strategies of Network Public Opinion of Higher Vocational Colleges in the“Micro Era”

“微时代”的到来,提升了高职院校学生的网络话语权。高职院校学生通过多元化的网络工具发表评论、提出诉求、发泄情绪。高职院校学生参与网络舆论的特殊性,使得高职院校网络舆情在热点聚焦、传播渠道、传播载体和传播主体等方面体现出差异化的特征。高职院校网络舆情管理工作面临预警监管机制不健全、新媒体技术带来挑战、管引方式机械化、管引人员媒介素养不高、学生诉求渠道不畅通等困境,需要从思想、制度、机制、技术、心理、服务等方面探寻引导策略。

The arrival of“micro era”has enhanced the network discourse right of college students.They express their opinions,demands and emotions through multiple network tools.The particularity of higher vocational college students'participation in network public opinion makes the network public opinion of higher vocational college show the characteristics of differentiation in hot spot focus,communication channels,communication carriers and communication subjects.All kinds of factors lead to the difficulties of network public opinion management in higher vocational colleges,such as the need to improve the early warning monitoring mechanism,new media technology challenges,the mechanization of management and guidance methods,the low quality of personnel media,and the unimpeded channels of students'demands.It is necessary to explore the guiding strategies from the aspects of ideology,system,mechanism,technology,psychology and service.