高校校园新媒体舆论引导策略研究

Research on Public Opinion Guidance Strategies of New Media in College Campus

在数字化与信息化的时代背景下,高校网络舆论生态的复杂性与不确定性增加,面临着网络情感冲突之危、多变信息误导之忧、隐秘网络不良之行等多重风险。校园新媒体在高效捕捉师生心声、精准触达受众群体、迅速占领舆论高点等方面独具优势。高校应充分发挥校园新媒体效能,坚持在传播网络与权威内容构建、互动机制与意见领袖培养、舆情监控与危机应对响应、媒介认知与网络素养教育等方面下功夫。

In the era of digitization and informatization,the complexity and uncertainty of the online public opinion ecosystem in universities have escalated,confronting multiple risks such as the peril of online emotional conflicts,concerns regarding misinformation,and clandestine online misconduct.Campus new media boasts distinctive advantages in efficiently capturing the voices of faculty and students,accurately reaching target audience groups,and swiftly seizing high points of public opinion.Universities should fully exploit the efficacy of campus new media,persisting in endeavors such as constructing communication networks and authoritative content,cultivating interactive mechanisms and opinion leaders,monitoring public opinion and responding to crises,and promoting media literacy and cyber literacy education.