数字舆情的传播趋势、演化机理、治理进路

Communication Trend,Evolution Mechanism and Governance Approach of Digital Public Opinion

数字时代,传播媒介从“离身”到“具身”,媒介与人的身体深度融合,形成媒介与人互构共生的新样态;传播范式从“单向”到“交互”,信息传播平台汇聚价值取向趋同的受众群体,不断重塑社交关系;内容生产从“人工”到“智能”,人机共生体成为信息内容生产的主体,内容定制化实现了信息与用户需求的高度匹配。在数字传播新生态中,数字技术加速数字舆情刺激源的发酵,并推动数字舆情背景的深度挖掘和数字舆论场向现实社会场的转向,信息庞杂的数字媒介在填补公众信息“需求缺口”时容易引发舆情次生灾害。引导数字舆情理性发展,应优化数字舆情算法推荐,尤其要平衡算法的工具理性与价值理性,将责任伦理嵌入算法设计与应用,并且健全算法推荐监管机制;应打通数字舆情对话通道,尤其要抓准回应的最佳时机,建立多主体沟通交流模式,构建多样化沟通交流渠道,并且健全政务信息公开制度;应把握数字舆情核心关切,尤其要积极解决现实问题,体察社会情绪热度,着力优化相关制度。

In the digital age,the media has developed from“disembodiment”to“embodiment”,which means that the media and human body are deeply integrated,forming a new form of mutual construction and symbiosis.The communication paradigm has evolved from“one-way”to“interaction”as the information communication platforms bring together audiences with similar value orientations to shape social relations.From“artificial”to“intelligent”content production,man-computer symbioses have become the main producers of information content,and content customization has achieved a high degree of matching between information and user needs.In the new ecosystem of digital communication,digital technology is accelerating the fermentation of digital public opinion stimuli,and promoting the deep excavation of digital public opinion background and the transformation of digital public opinion field to real social field.Digital media with complicated information can easily cause public opinion secondary disasters when filling the“demand gap”of public information.To guide the rational development of digital public opinion,we should optimize the recommendation of the digital public opinion algorithm,especially balance the instrumental rationality and value rationality of the algorithm,embed the design and application of responsibility ethics into the algorithm,and improve the algorithm recommendation supervision mechanism.We should open up the channel of digital public opinion dialogue,seize the best opportunity to respond,establish a multi-agent communication model,build diversified communication channels,and improve the government information disclosure system.In the meantime,we should also focus on the major concerns of digital public opinion,actively solve practical problems,keep a close eye on the emotions of the public,and do whatever it takes to optimize relevant systems.