网络舆情“圈层化”的生成机理、治理困境及应对策略

The Formation Mechanism,Governance Dilemma and Countermeasures of Stratification of Network Public Opinion

网络舆情“圈层化”的出现促使网络舆情在传播路径、内容、场域等方面发生结构性的变化,加剧网络舆情的传播路径窄化、信息内容群体极化、传播场域闭环化,增加网络舆情有效应对的难度。针对网络舆情“圈层化”的生成机理,归纳分析网络舆情“圈层化”治理困境,探寻出以意见领袖增强思想引领有序性、以议题设置占据话语传播主动权、以管理矩阵提高舆情治理实效性的应对策略,为有效应对网络舆情提供借鉴。

The emergence of stratification of network public opinion has led to structural changes in the transmission path,content,field and other aspects of network public opinion,which has intensified the narrowing of the transmission path of network public opinion,the group polarization of information content,and the closed-loop transmission field,and has increased the difficulty of effective response to network public opinion.This paper aims at the generation mechanism of stratification of network public opinion,summarizes and analyzes the governance dilemma of stratification of network public opinion,and explores the countermeasures to enhance the ideological guidance and order of opinion leaders,take the initiative of discourse communication with topic setting and improve the effectiveness of public opinion governance with management matrix,providing reference for effective response to network public opinion.