逆转新闻与舆论:互动、衍化及管理

The Reversal of News and Public Opinion:Interaction,Evolution and Management

逆转新闻是新闻事件在动态发展过程中呈现结果逆转的传播现象,实质上是新闻内容的真实化、网络舆论的趋同化和传播秩序的正常化过程。逆转新闻具有逆转方向单一性、价值生成动态性、舆论表达民粹性等特征。随着逆转新闻的动态发展,舆论主体也由网络群体向传统媒体转变,其依据包含传统媒体具有公信力、沉默的螺旋理论以及刻板印象等。引导网络舆情逆转,要采用实时监测、信息公开、强化沟通、道德法律等手段。

Reverse news is a news event showing results reverse propagation phenomena in the dynamic development process. In essence,it's the truth of the news content,the convergence of the network consensus and the normal process of the spread of the order. The news is reversed to reverse direction,single value generation,dynamic expression of public opinion characteristics of populism etc. With the dynamic development of the news,the main body of public opinion also changes from the network group to the traditional media,including the credibility of the traditional media,the spiral of silence theory and stereotypes,etc.. Guide network public opinion reversal, to use real- time monitoring, establish mechanisms, information disclosure, mainstream coverage,strengthen communication,training leaders,moral traction,legal control and other means.