突发公共卫生事件的舆情传播影响因素及治理策略研究

Research on the Influencing Factors and Governance Strategies of Public Opinion Dissemination under Public Health Emergencies

[目的/意义]突发公共卫生事件是目前学者和公众关注的重要领域,研究突发公共卫生事件下舆情传播的影响因素及治理策略,对舆情防控治理能力的提升有着重要意义。[方法/过程]利用网络爬虫技术抓取微博上“上海买菜难”等热门话题中的用户评论,以WSR方法论和扎根理论为研究方法,通过开放式编码、主轴编码、选择性编码等阶段构造出影响因素模型,并针对“物理—事理—人理”3个维度分别提出治理策略。[结果/结论]首先在物理层面对物资供给、谣言管控等方面给出治理建议,帮助公众正确认知舆情事件。其次在事理层面优化舆情应对等管理机制,正确引导舆情发展方向。最后在人理层面加强政府与群众、媒体之间的多元协同,改善用户评论行为。

[Purpose/significance]Public health emergencies are currently an important area of concern for scholars and the public.Research on the influencing factors of public opinion communication under public health emergencies is of great significance to the improvement of public opinion prevention and control ability.[Method/process]Using web crawler technology to crawl user's comments on Weibo such as"lack of daily necessities in Shanghai".Adopting WSR methodology and grounded theory as research methods.The influencing factor model is constructed through the stages of open coding,spindle coding,and selective coding.Management methods are suggested for the three dimensions of"Wuli-Shili-Renli".[Result/conclusion]Firstly,from Wuli perspective,We advise on material supply and rumor control.The purpose is to help people correctly understand public opinion events.Secondly,from Shili perspective,We suppose to strengthen the public opinion response mechanism.Finally,from Renli perspective,We suppose to strengthen collaborate among the government,the masses and the media to improve user's comment behavior.