新媒体环境下高校网络舆情引导和管理策略研究

Research on the Guidance and Management Strategy of Network Public Opinion in Colleges and Universities under the New Media Environment

新媒体的快速发展给高校大学生带了便捷的生活方式,也给高职院校处理突发事件网络舆情带来了巨大的挑战。在新媒体环境下,网络舆情呈现出主体特殊、客体复杂、评价主观、传播快速、影响较大等新的特征,加大了高校网络舆情的管理难度,而高校网络舆情管理制度不健全、组织机构不完备、管理队伍建设滞后、应对处置方式和能力不足、处置机制缺失等问题妨碍高校网络舆情的有效应对。高职院校应建立有效的高校网络舆情引导和管理有效措施积极应对网络舆情。

The rapid development of new media not only brings a convenient lifestyle to college students, but also brings great challenges to higher vocational colleges in dealing with emergencies and network public opinion. In the new media environment, network public opinion presents new characteristics such as special subject, complex object,subjective evaluation, rapid dissemination and great influence, which increases the difficulty of network public opinion management in colleges and universities. However, the network public opinion management system in colleges and universities is imperfect, the organization is incomplete, the construction of management team lags behind, and the coping methods and ability are insufficient. The lack of disposal mechanism hinders the effective response of network public opinion in colleges and universities. Higher vocational colleges should establish effective network public opinion guidance and management, and take effective measures to actively deal with network public opinion.