大数据视域下公众网络“吃瓜”的行为逻辑与引导

The Behavior Logic and Guidance of Public Network“Eating Melons”from the Perspective of Big Data

在当前缺乏有效管理及事故屡治不绝情况下,充分利用大数据技术手段来推动公众积极参与公共事件,并高效融入到相关公共事务治理的做法已逐渐成为一致共识。对“鼠头鸭脖”等典型食品安全事件展开情境化探索,分析网络“吃瓜”生成机理,归纳公众网络“吃瓜”中存在的行为偏离、话语权失衡、数字行动权的制度缺失等行为缺憾情况,系统梳理大数据网络环境中公众参与的行为特征,据此探讨“倍增”效应和“盲区”效应等对大数据环境下公众参与行为引导的困境,可为开创全社会参与公共事务治理的良性互动新格局进行有益的探索。

In the current absence of effective management and repeated treatment of accidents,it has gradually become a consensus to make full use of big data technology to promote the public to actively participate in public events and efficiently integrate into the advocacy of relevant public affairs governance.Through contextualized exploration of typical food safety incidents such as“rat head and duck neck”,the mechanism of online“eating melons”was analyzed.The behavioral deviations,imbalanced discourse power,and institutional deficiencies in digital action rights in public online“eating melons”were summarized,and the behavioral characteristics of public participation in the big data network environment were systematically sorted out.Based on this,the dilemma of guiding public participation behavior in the big data environment,such as the“doubling”effect and the“blind spot”effect,was explored,which is beneficial for creating a new pattern of positive interaction for the whole society to participate in public affairs governance.