网络公共事件议题在青年群体中的传播——基于“问题疫苗”事件的网络民族志研究

An Analysis of the Initiation and Spread of Internet Public Events in Youth Groups——A Study on the Ethnography Based on the “Problem Vaccine”

青年群体作为熟稔网络媒介操作技术的主体人群,普遍具有较高的公共事件议题关注与参与热情。运用网络民族志与深度访谈法,以山东"问题疫苗"事件议题为例的研究发现,青年群体的权益诉求、媒介使用习惯、价值理念、媒介事件参与体验的精准叠合带来了公共事件议题在青年群体中的迅速传播;而文化水平、情绪强度、理性程度等的差异则使得事件议题在急速传播中同时出现聚焦与散逸;青年群体耐心的缺乏与对新议题的转移则易导致公共事件议题在青年群体中的快速消解。对传播主体人群的再审视将为网络公共事件议题的理性聚焦、秩序传播、事件问题的有效推进提供思考的进路。

As the main group of people familiar with the technology of online media, the youth group has a general interest and participation in the issue of public affairs. Using the ethnography and in-depth interview method, this paper studies the issue of "problem vaccines" in Shandong. Youth group media habits, values, rights and interests of the appeal, the precision of composite of media event participation experience leads to quickly set off in the public event issues in youth groups. The differences in culture, emotion intensity and degree of rationality make the event issue focus and dissipate in the rapid propagation. The impatience of youth groups and the transfer of new issues easily lead to rapid dissolving of public event issues in youth groups. The re-examination of the propagating subjects will provide a way of thinking about the rational focus, order propagation, and the effective advance of the issue.