短视频舆论传播中的风险扩散及其治理

Risk Diffusion and Its Governance in Short Video Public Opinion Dissemination

在视觉文化时代,影像实践活动日益频繁,其标志性现象为短视频创作与传播的大众化、日常化。短视频最初作为娱乐消遣的产物,现被广泛应用于社会议题的讨论之中,充当起了舆论载体、舆论空间、舆论调控等角色,因而也被视作舆情传播研究的新样态。本文从风险的视角审视短视频在舆论传播过程中的不确定性因素,反思舆论侵袭麻木、情感偏移、鸿沟异化等负面影响,并从舆论主体信任、舆论秩序融合以及舆论文化弥合等角度,提出舆论风险化解的可能性,回应了社会现实的需求。

In the era of visual culture,video practices are becoming more and more frequent,and the landmark phenomenon is the popularization and dai-lyization of short video creation and dissemination.Initially as a product of enter-tainment and recreation,short videos are now widely used in the discussion of social issues,acting as public opinion space,public opinion carrier,and public opinion regulation,and thus are regarded as a new model for public opinion dis-semination research.It is imperative to examine the uncertainties of short videos in the process of public opinion dissemination from the perspective of risk,re-flect on the negative effects of public opinion encroachment numbness,divide al-ienation and emotional drift,and propose the possibilities of public opinion risk resolution from the perspectives of public opinion subject trust,public opinion order integration and public opinion culture bridging,etc.to respond to the real needs of society.