信息生态视域下网络舆情反转生成机理研究——基于40个案例的模糊集定性比较分析

The Reversal of Internet Public Opinion Generation Mechanism in the Information Ecological Horizon——Fuzzy Set Qualitative Comparative Analysis Based on 40 Cases

【目的/意义】围绕网络舆情反转频发现状,厘清网络舆情反转生成机理,以有效应对网络舆情应急治理面临的挑战。【方法/过程】从信息生态视角出发,建立网络舆情生态种群关系网络研究框架,利用模糊集定性比较分析方法探寻首发主体权威度、网民相关度、传播主体权威度、传播主体倾向、首发信息内容直观度、内容敏感度、舆情持续时长七个内在因素的“联合效应”,识别网络舆情反转产生动因和组态路径。【结果/结论】网络舆情反转组态路径可归纳为“关键种群主导舆情信息持续发酵型”和“管理种群引导舆情信息迅速扭转型”两种类型。敏感型网络舆情信息作为网络舆情反转的核心条件,与难制约型关键种群、持续间断型管理种群相互作用作为主体力量推动网络舆情反转;自由包容型支持种群为辅助条件。【创新/局限】基于信息生态学搭建网络舆情反转生成机理研究框架,从组态视角剖析网络舆情反转生成机理,为网络舆情反转研究提供新的研究思路。

【Purpose/significance】Focusing on the current situation of frequent occurrence of the reversal of Internet public opinion,this paper clarify the generation mechanism of Internet public opinion reversal,so as to effectively deal with the challenges faced by Internet public opinion emergency management.【Method/process】Based on the information ecological perspective,this paper establishes a network research framework for the population relationship of Internet public opinion ecosystem.This paper uses the fuzzy set qualitative comparative analysis method to explore "the joint effect" of seven factors :the authority of starting subject,the relevance of Internet users,the authority of communication subjects,the tendency of communication subjects,the intuitiveness,content sensitivity of initial information content and the duration of public opinion,to identify the causes and configuration paths of the reversal of Internet public opinion.【Result/conclusion】The configuration paths of the reversal of Internet public opinion can be summarized into two types:the continuous fermentation of key population leading public opinion information and the rapid reversal of public opinion information guided by managed population.Sensitive Internet public opinion information,as the core condition of network public opinion reversal,interacts with difficult control key communities and continuous intermittent management communities as the main force to promote the reversal of Internet public opinion,and the free and inclusive support communities is auxiliary conditions.【Innovation/limitation】Based on information ecology,this paper constructs the research framework of the generation mechanism of the reversal of Internet public opinion,and analyzes the generation mechanism of network public opinion reversal from the perspective of configuration,so as to provide new research ideas for the research of the reversal of Internet public opinion.