从刺激到反应:网络舆情的生成及疏导之策

From Stimulus to Response:the Generation and Guidance Strategy of Network Public Opinion

网络舆情作为舆情的一种表现形式,是舆情在互联网这一场域中的折射。网络舆情身处复杂的舆论场,若任由其蔓延发酵,极有可能导致舆情肆虐。从场域理论的视角来看,网络舆情的生成离不开舆情引体、舆情主体以及舆情载体三个要素的共同作用,可将其概括为“刺激-反应”路径。对此,可从以下几方面着手营造良好的网络舆情生态:减少引体的影响力,给舆情“降温”;培养主体的道德素养与辨识能力,提升普通网民的信息接受程度;加强与载体的合作,主导舆情走向。

Network public opinion,as a form of public opinion,is the refraction of public opinion in the field of the internet.Network public opinion is in a complex field of public opinion.If it is allowed to spread and ferment,it is very likely to lead to the ravages of public opinion.From the perspective of field theory,network public opinion is generated under the joint action of public opinion attractor,public opinion subject and public opinion carrier,thus it can be summarized as“stimulus-response”.And therefore,we can start from the following aspects to create a good network public opinion ecology:reduce the influence of attractor and“cool down”public opinion;cultivate the subject's moral accomplishment and identification ability and improve the lower limit of public opinion;strengthen the cooperation with carriers and lead the trend of public opinion.