网络舆情推动下的直播带货事件规制政策变迁逻辑--以多源流理论为视角的案例分析

The Logic of Changes of Regulation Policy for the Events of Live Broadcast with Goods Driven by Network Public Opinion--A Case Study Based on Multi-Source Theory

[目的/意义]分析直播带货事件在网络舆情的推动下的监管政策的变化逻辑,不仅能够为电子商务销售领域政策的制定提供有益参考,而且能够为网络舆情环境下的政策研究提供一个可行的研究视角。[方法/过程]本文以多源流理论为基础,并以近年来的直播带货事件和新的监管政策为研究案例,对网络舆情与监管政策变化的关系进行深入剖析。[结果/结论]研究发现,在网络舆情环境中,问题源流的构建是由焦点事件的注意力聚焦、多起直播带货事件的舆情叠加以及各种指标的动态变化所形成;政策源流的构建是由各个领域的专家学者对政策建议的放大效应以及意见领袖对政策偏好的引导效应所形成;政治源流的构建是由网络圈群和集聚效应下所形成的国民情绪、政府态度所形成。在三大源流形成的同时,直播带货规制政策变迁的政治之窗和问题之窗也同时开启,为三大源流的交汇和耦合创造了机会,除此之外,有些政策企业家将目光着重放在政策之窗上,目的是把握住这一机会,从而在制定政策议程方面提出行之有效的建议,并促进直播带货规制政策发生变迁。

[Purpose/significance]Exploring and analyzing the change logic of regulatory policies for the events of live broadcast with goods driven by online public opinion can not only provide a useful reference for the formulation of policies in the field of e-commerce sales,but also provide a feasible research perspective for policy research under the environment of online public opinion.[Method/process]Based on the theory of multi-source and multi-flow,this paper makes an in-depth analysis of the relationship between network public opinion and the change of regulatory policy by taking the events of live broadcast with goods taking in recent years and the new regulatory policies as the research cases.[Result/conclusion]The research shows that in the network public opinion environment,the construction of the source and flow of problems is formed by the focus of attention of focus events,the superposition of public opinion of several events of live broadcast with goods,and the dynamic change of various indicators.The construction of policy source and flow is formed by the amplifying effect of policy suggestions from experts and scholars in various fields and the guiding effect of opinion leaders on policy preferences.The construction of political source and flow is formed by the national sentiment and government attitude formed under the network circle group and agglomeration effect.At the same time of the formation of the three sources,the political window and the problem window of the change of the regulation policy of live goods also opened at the same time,creating opportunities for the convergence and coupling of the three sources.In addition,some policy entrepreneurs will put eyes on the window,the purpose is to grasp the opportunity to put forward effective suggestions on the policy agenda,and promote the live broadcast with goods regulation policy changes.