论公共议题中的受众个体非理性行为及其引导

A Study and Guidance on the Irrational Behavior of Individual Audience in Public Issues

公共议题涉及公众利益,伴随着多元意见与价值观的冲突。公众围绕公共议题的讨论既有可能形成公共舆论,促进社会整合,也可能致使不同利益群体间矛盾激化,诱发受众非理性行为。受众非理性行为的发生,除了个人媒介素养与心理需求的推动,还受到所处群体、传播媒介等因素的影响。因此,需要建立健全媒介素养教育体制,做好制度保障;完善立法、违法必究,起到威慑作用;统筹事前预防与事后治理工作,形成治理合力。

Public issues involve public interests and are accompanied by conflicts of diverse opinions and values.Public discussions on public issues may form public opinion and promote social integration,but they may also intensify conflicts between different interest groups and induce irrational behaviors of audiences.The occurrence of irrational behavior is not only driven by individual media literacy and psychological needs,but also influenced by the group they live in and the communication media.Therefore,it is necessary to establish a sound media literacy education system to ensure a good system,to improve legislation and punish violations to play a deterrent role,and to coordinate the prevention beforehand and governance afterwards to form a governance synergy.