自媒体传播中的道德情感:舆情动员与治理逻辑

Moral Emotions in We Media Communication:Public Opinion Mobilization and Governance Logic

作为“弱者的武器”,道德情感是助推网络舆情演化的重要动力。在网络舆情事件传播过程中,情感动员策略共同构成了网络舆情道德情感被成功唤起的关键要素。在道德情感的表达中,网民们基于身份认同自觉建构起“自我”与“他者”之间的对立话语逻辑,并始终坚持为己方发声。道德情感作为社会建构的产物,其产生和表达会受到社会的结构性制约,并在推动理性协商的同时,成为社会变革的重要力量。因此,要不断优化网络谣言产生的舆论生态,充分关注道德情感产生的认知偏差,对舆论失焦和“剧情反转”造成的社会失序进行理性审视。恪守自媒体舆情传播中的动员方向,在具体情境中形塑个体情感,利用理性的话语策略消解其折射的社会问题。

As a "weapon of the weak",moral emotion is an important driving force to promote the evolution of online public opinion.In the process of network public opinion event transmission,emotional mobilization strategics together constitute the key elements of the successful arousal of network public opinion moral emotion.In the expression of moral feelings,netizens consciously constructed the opposite discourse logic between "self" and "others" based on identity,and always insisted on speaking for themselves.As the product of social construction,moral emotion will be restricted by social structure in its generation and expression,and become an important force of social change while promoting rational negotiation.Therefore,we should constantly optimize the public opinion ecology generated by online rumors,pay full attention to the cognitive bias generated by moral emotions,and rationally examine the social disorder caused by the out of focus of public opinion and "plot reversal".Adhere to the mobilization direction of we media public opinion communication,shape individual emotions in specific situations,and use rational discourse strategics to resolve the social problems reflected.