突发公共卫生事件舆情圈层传播的生成逻辑与引导策略

Generating Logic and Guiding Strategy of Circle Communication Concerning Public Opinion in Public Health Emergencies

突发公共卫生事件舆情形成以圈层传播为主的新格局,网络舆情在传播单元、传播路径、传播场域和传播内容等方面均出现新趋向,使得网络舆情更具扩散性、持续性、不确定性和不可控性,舆情治理出现新困境。通过对网络用户聚集与分化模式的分析,以廓清圈层传播的概念内涵,并从恐惧情绪、利益关系、群体极化3个维度探析突发公共卫生事件舆情圈层传播的生成逻辑,最后提出通过官方舆论场与民间舆论场的连通、事实真相与情感立场的耦合、外部调节与自我净化的互构,形成媒体引导、情感引导、自组织引导3个层面相互作用、内外部力量动态平衡的舆论引导体系,为实现突发公共卫生事件舆情舆论引导提供行之有效的操作逻辑和引导策略。

Public opinion in public health emergencies has drawn a new picture with circle communication as the leading image,and new trends are emerging concerning communication units,communication paths,communication fields and communication contents of online public opinion,which makes online public opinion more diffuse,lasting,uncertain and uncontrollable,creating new dilemmas in public opinion management.This article analyzes the patterns of aggregation and differentiation for online users to clarify the connotation of circle communication,and explores the generating logic of circle communication of publc opinion in public health emergencies from three dimensions,including mood of fear,interest connections and group polarization.It is proposed that through the connection between official and private opinions,the coupling of actual facts and emotional stance,and the mutual construction of external regulation and self-purification,a system of guiding public opinion can be formed,and in this system,media guidance,emotional guidance,and self-organized guidance may interact with each other,while the internal and external forces maintain dynamic balance,so as to provide a logic and guiding strategies that are effective and operational for managing public opinion in public health emergencies.