“蹭流量”下网络公共舆论形成机制研究

Research on the Formation Mechanism of Online Public Opinion Under the "Clout Chasing"

[研究目的]探究“蹭流量”下网络公共舆论形成机制,可以弥补现有研究对网络公共舆论中媒体与公众聚合关系分析的不足,对促进网络公共舆论有序形成提供思路。[研究方法]基于40个网络热点舆情案例的QCA分析,从注意力引导和信息误导的视角出发,研究“蹭流量”下媒体属性、事件属性、流量行为和公众行为如何相互作用并影响网络公共舆论的形成。[研究结论]网络公共舆论形成受多因素共同作用:流量行为起决定性作用;公众行为发挥调节作用;媒体属性、事件属性发挥媒介作用。从源头出发扼制“蹭流量”行为,维护网络公共舆论的有序形成,政府需要充分利用信息技术赋能,建立常态化流量跟踪和回应机制,加强公众情绪引导和网络舆论环境监督。

[Research purpose]Exploring the formation mechanism of online public opinion under"clout chasing"can make up for the shortcomings of existing research on the analysis of the aggregation relationship between the media and the public in online public opinion,and provide ideas for promoting the order formation of online public opinion.[Research method]Based on the qualitative comparative analysis(QCA)of 40 hot online public opinion events,from the perspective of attention attracting and information misleading,this study explores how media attributes,event attributes,clout behavior,and public behavior interact and affect the formation of online public opinion under the"clout chasing".[Research conclusion]The formation of online public opinion under"clout chasing"includes multiple combinations of factors:Clout behavior plays a decisive role;Public behavior plays a regulatory role;Media attribute and event attribute play a media role.To curb the behavior of"clout chasing"from the source and maintain the order formation of online public opinion,the government needs to make full use the empowerment of information technology,establish a regular event tracking and response mechanism,strengthen the guidance of public sentiment and the supervision of online public opinion environment.