政务微博“弱”议题舆论引导中的网民情感及其原因分析——基于重要媒体评马保国事件的个案分析

Analysis of Netizens'Emotion and Its Causes in the Guidance of Public Opinion on"Weak"Issues of Government Microblog——A Case Study of Ma Baoguo Incident Based on Important Media

[目的/意义]与突发性强、影响面广、破坏性大等“强”议题事件相比,政务新媒体对贴近群众生活、影响范围有限、对抗冲突较小的“弱”议题事件进行舆论引导,其合理性与成效性问题值得探讨。[方法/过程]以政务微博评马保国事件为例,通过对微博评论进行内容分析,探索网民对于“弱”议题舆论引导的情感取向并分析原因。[结论/结果]结果显示,网民对于锐评马保国事件总体呈负面情绪,其背后存在议题属性与过度监管、信息茧房与后真相表达、议题链接与情感共振三方面因素。这就需要政务新媒体在“弱”议题的舆论引导中,科学选择议题设置、拓宽舆论引导边界、选择合适的引导方式与手段。

[Purpose/Significance]Compared with the"strong"issues which are sudden,wide-ranging or destructive,the rationality and effectiveness of new government media in guiding public opinion on"weak"issues close to the people's lives,with limited influence scope and less confrontation and conflict,is worthy of discussion.[Method/Process]Taking the government microblog comment on Ma Baoguo incident as an example,this paper analyzes the content of micro blog comments,explores the emotional orientation of netizens for weak topic public opinion guidance and analyzes the reasons.[Result/Conclusion]The conclusion shows that netizens are generally negative about the sharp comment on Ma Baoguo incident.There are three factors behind it,namely,issue attribute and over supervision,information cocoon room and post truth expression,topic link and emotional resonance.This requires the new government media to scientifically choose the topic setting,broaden the boundary of public opinion guidance,and choose appropriate guidance methods and means in the guidance of"weak"issues.