大学生突发公共事件舆情演化及主动引导研究

On proper and active guide for the college students to deal with the public opinions evolution through the public emergencies

为有效引导大学生突发公共事件的舆情演化,分析了大学生突发公共事件舆情发展过程中主、客体及中间介质3个主要影响因素,探讨了大学生舆情传播渠道、传播特性及传播规律,并基于对大学生突发公共事件舆情演化因素和传播特性的研究,详述了舆情形成、增长、稳定、消减直至衰末的发展演化规律,提出了以"理性监督,及时介入,明确导向,主动引导"为基本原理的舆情主动引导模式。该模式根据不同阶段的舆情特点,对其管理提供相应的引导策略,也可用于提升学生分析信息的能力,促使舆情朝积极方向发展,帮助大学生建立正确的价值观。通过对西安某高校应对Norovirus病毒感染事件案例的分析表明,学校相关部门及老师通过舆情主动引导模式,理性监督并快速反应,可在短时间内有效控制负面舆情。通过及时在官方平台发布对事件处理的进展,可减缓负面舆情的传播和发酵速度,实现舆情正向快速发展,进而缩短事态发展的整个周期。

To effectively guide the public opinion evolution of the college students in the public emergencies,this paper has analyzed the influential factors of the public opinions of the college students in public emergencies from three aspects,that is,the public opinion subject,the public opinion object and the intermediary factor-matters.At the same time,it is also necessary to analyze the channels,the characteristic features and the regularity of the public opinion propagation and the communication channels as well.And,therefore,based on the research results of the evolutionary factors and spreading traits of such public opinions kept among the college students or graduates in the public emergencies,we have expatiated the evolutionary regularities,including the formation,growth,growing stability,reduction,and the declining traits of the public opinions and have then brought about an active public opinion guide model with the rationales of"the rational supervision,timely intervention,orientation determination,and the active and appropriate guide".According to the evolutionary features of the different stages of the public opinion,the model has provided corresponding guidance strategies for the public opinion control and guide so as to improve and heighten the information processing capability of the young college students so as for them to develop a right and just criteria and then help them to establish correct life and living value looks.And,then,from a case study on the Norovirus infection incident through interviews and questionnaires in a college from Xi’an City,we have discovered that the college administrative organs and the teachers should help to control the negative or lop-sided public opinion effectively by adopting the initiative public opinion guidance mode and response rapidly with its rational supervision.And,in so doing,it would be possible to decrease or prevent from the spreading and fermenting rate or speed of such negative views by updating the progress at the official platforms in time,and can then restrict the event cycle with the positive information in the end.Therefore,the given research can be expected to serve as a constructive reference and proper guide to the development of the harmonious college atmosphere.