引导与管控:政府应对重大突发公共卫生事件网络舆情的双重策略

Guidance and Control:Dual Strategies for the Government to Deal with the Online Public Opinion of Major Public Health Emergencies

重大突发公共卫生事件中,网络舆情生态环境诡谲多变。网络舆情对重大突发公共卫生事件防控既有积极作用,也有消极作用。政府如何有效应对网络舆情关系到重大突发公共卫生事件的有效防控。基于重大突发公共卫生事件网络舆情的性质,政府应对重大突发公共卫生事件网络舆情应坚持引导和管控双重策略。建议政府对网民合理的信息需求、利益诉求甚至不良情绪的宣泄等,通过政府信息公开、科学权威发布、主动回应等措施进行引导;而对网民在网络空间恶意发布的虚假信息、散播的网络谣言等,通过官方辟谣、技术和制度等措施进行管控,从而为重大突发公共卫生事件防控营造良好的网络舆情环境。

In major public health emergencies,the ecological environment of online public opinion is complex,treacherous and rapidly changeable.Online public opinion has both positive and negative effects on the prevention and control of major public health emergencies.How the government effectively responds to online public opinion will be related to the effective prevention and control of major public health emergencies.Based on the nature of online public opinion of major public health emergencies,this paper puts forward the dual strategies of guidance and control for government governance of online public opinion of major public health emergencies.It is suggested that the government should guide netizens'reasonable information demands,interest demands,and even the negative emotions through government information disclosure,scientific and authoritative release,and active response.In addition,false information and online rumors maliciously released and spread by netizens in cyberspace are controlled through official rumor refuting,technology and system measures,so as to create a good online public opinion environment for the prevention and control of major public health emergencies.