大数据视域下网络舆情治理的范式转换与对策

Paradigm Shift and Counter-Measures of Online Public Opinion Governance Under the Perspective of Big Data

随着互联网、大数据技术迅猛发展,网络舆情进入全新的数据化治理时代。大数据时代的舆情治理范式在治理场域与主体、治理议程、治理模式和治理途径四个维度应然转变。多元治理与行动主体联动钝化、大数据信息茧房效应与公众传播极化、全面理性主义与信息碎片化、媒介道德与注意力经济市场利益化成为当前网络舆情治理的矛盾与发展困境。遵循大数据技术下网络舆情治理范式,贯彻网络舆情治理的“群众至上”宗旨,打造网络舆情治理的媒体融合互通模式,强化网络舆情治理的行动主体联动共治机制,促进“数据理性”与“理性思维”相融相生,推动网络舆情治理健康发展。

With the rapid development of Internet and big data technology,online public opinion has entered a new era of data-based governance.The paradigm of public opinion governance in the era of big data should be transformed in four dimensions:governance field and subject,governance agenda,governance mode and governance approach.Pluralistic governance and linked blunting of action subjects,big data information cocoon effect and public communication polarization,comprehensive rationalism and information fragmentation,media ethics and attention economy market interest have become the contradictions and development dilemmas of current online public opinion governance.It is necessary to follow the paradigm of network public opinion governance under big data technology,implement the purpose of“masses first”in network public opinion governance,build the media integration and interoperability model of network public opinion governance,strengthen the mechanism of linkage and common governance of network public opinion governance,and promote“data rationality”and“rational thinking”.The purpose is to create a media integration and interoperability model for online public opinion governance,strengthen the linkage and common governance mechanism for online public opinion governance,and promote the healthy development of“data rationality”and“rational thinking”.