移动互联网背景下政府引导网络舆论策略研究
发布时间：2018-12-26 13:45
【摘要】：移动互联网的全面普及使网络对居民社会生活的影响空前,人们逐渐习惯使用网络表达自己思想、观点、态度,网络已成为民意表达的主阵地。区别于报纸杂志电视等传统媒体以及门户网络时代将来自民间的民意的收集整理进行表达之后才能形成舆论的舆论生成方式,依托移动互联网的发展,具有媒体属性的越发强大的社交网络平台改变了网络内容的产生方式与传播方式,个人可以成为信息的产生和传播者,形成了一个话语权去除中心化、人人都有发言权的网络舆论时代。这种背景下,网络空间相对于现实社会呈现出阶层的“扁平化”趋势,各种名人明星可以和普通网友实时互动,普通民众也可以通过网络和总理直接对话,移动互联网发展带来这种网络舆论空间的阶层平面化,从一定程度上打破了传统社会阶层的屏障,使舆论呈现出新的活力也大大加强了舆论的影响力。但是同样因为移动互联网的发展,网络舆论危机呈现出爆发频次更高、扩散更快更广、话语权争夺更加激烈等趋势。同时,因为社会当前处于改革转型期,社会矛盾较多,加之意见主体的真实性不保,各种片面偏激和不理智的言论、谣言、骂战攻击、盲目从众、炒作话题煽动情绪等情况频发,甚至有一些别有用心的境外势力意图用干扰网络舆论的手段威胁我国社会稳定,这一系列问题的相继出现,对社会稳定和国家安全构成严重危害。且传统的几种舆论引导模式在网络舆论的快速发展中已经显露出种种不足,因此政府如何做好舆论引导工作,预防恶性舆情危机出现或在舆情危机中快速引导化解负面情绪已经成为政府未来较长一段时间需要面临的一个重要问题。由于上述进入移动互联网时代后,网络舆论凸显的种种问题,政府必须做出改变,以适应发展变化的思想审视思考解决网络舆论的引导方法,改变姿态,顺应移动互联网带来的舆论高形成速度、高传播速度和高参与度特点,以互联网舆论的参与者而非管控者的身份积极参与其中,以网民喜闻乐见的形式强化互动,主动适应主动影响,主动顺从移动互联网舆论场的方式规则。通过培育体制内的意见领袖使其积极化身社会正能量的产生者、引领者,强化主流思想。注重推进高效能政务新媒体建设,让政务公开不再是“样子功夫”,重塑政府公信力。加快传统官方宣传媒体与新媒体的融合转变,加强在意识形态方面的引领,扩大巩固主流舆论阵地,增强政府“音量”,扩大影响力。通过这些措施方式一方面强化政府的网络舆论引导能力,另一方面保障网络良性舆论发展,从而保卫舆论安全。
[Abstract]:With the popularity of mobile Internet, the influence of the network on the social life of residents is unprecedented. People are used to use the network to express their thoughts, views, attitudes, and the network has become the main position of public opinion expression. Different from the traditional media such as newspapers, magazines, television and the portal network era, the collection and arrangement of public opinion from the people can be expressed before the public opinion generation mode can be formed, relying on the development of the mobile Internet. The increasingly powerful social network platform with media attributes has changed the way network content is produced and spread, and individuals can become the generation and disseminator of information, thus forming a discourse power to remove the centralization. Everyone has a voice in the age of Internet public opinion. Against this background, cyberspace presents a trend of "flattening" in social strata. Celebrities can interact with ordinary netizens in real time, and ordinary people can talk directly to the prime minister through the Internet. The development of mobile Internet brings about the stratum planarization of the network public opinion space, breaks the barrier of the traditional social stratum to a certain extent, makes the public opinion present new vigor and greatly strengthens the influence of the public opinion. But also because of the development of the mobile Internet, the network public opinion crisis presents a trend of higher frequency, faster and wider diffusion, more fierce power of speech and so on. At the same time, because the society is currently in the period of reform and transformation, there are more social contradictions, in addition, the authenticity of the main body of opinions is not guaranteed, all kinds of one-sided, extreme and irrational remarks, rumors, scolding and war attacks, and blindly following the crowd. Speculation on topics, inciting emotions and other situations occur frequently, and even some foreign forces with ulterior motives intend to threaten the social stability of our country by means of interfering with Internet public opinion. This series of problems have emerged one after another. It is a serious threat to social stability and national security. And the traditional several modes of public opinion guidance have revealed various shortcomings in the rapid development of public opinion on the network, so how can the government do a good job in guiding public opinion? To prevent the emergence of malignant public opinion crisis or to quickly guide and resolve negative emotions in public opinion crisis has become an important issue that the government will face for a long time in the future. Since the above mentioned problems have become prominent in the era of mobile Internet, the government must make changes, examine and think about the guiding methods to solve the network public opinion and change its posture in order to adapt to the development and change of thought. Complying with the characteristics of high forming speed, high dissemination speed and high participation of public opinion brought by mobile Internet, actively participating in it as a participant in public opinion on the Internet rather than as a controller, and intensifying interaction in a form that netizens like to see. Active adaptation to active influence, active compliance with the mobile Internet public opinion field of the way rules. By cultivating the opinion leaders in the system, they can actively incarnate the positive social energy producers, leaders, and strengthen the mainstream thinking. Pay attention to promote the construction of new media of high efficiency government affairs, make government affairs public no longer be "like kung fu", remold the government's credibility. Speed up the fusion of traditional official propaganda media and new media, strengthen ideological guidance, expand and consolidate mainstream public opinion, enhance the government's "volume" and expand its influence. Through these measures, on the one hand, it strengthens the government's ability to guide public opinion on the network, on the other hand, it guarantees the benign development of public opinion on the network to safeguard the safety of public opinion.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：D630;D669
[Abstract]:With the popularity of mobile Internet, the influence of the network on the social life of residents is unprecedented. People are used to use the network to express their thoughts, views, attitudes, and the network has become the main position of public opinion expression. Different from the traditional media such as newspapers, magazines, television and the portal network era, the collection and arrangement of public opinion from the people can be expressed before the public opinion generation mode can be formed, relying on the development of the mobile Internet. The increasingly powerful social network platform with media attributes has changed the way network content is produced and spread, and individuals can become the generation and disseminator of information, thus forming a discourse power to remove the centralization. Everyone has a voice in the age of Internet public opinion. Against this background, cyberspace presents a trend of "flattening" in social strata. Celebrities can interact with ordinary netizens in real time, and ordinary people can talk directly to the prime minister through the Internet. The development of mobile Internet brings about the stratum planarization of the network public opinion space, breaks the barrier of the traditional social stratum to a certain extent, makes the public opinion present new vigor and greatly strengthens the influence of the public opinion. But also because of the development of the mobile Internet, the network public opinion crisis presents a trend of higher frequency, faster and wider diffusion, more fierce power of speech and so on. At the same time, because the society is currently in the period of reform and transformation, there are more social contradictions, in addition, the authenticity of the main body of opinions is not guaranteed, all kinds of one-sided, extreme and irrational remarks, rumors, scolding and war attacks, and blindly following the crowd. Speculation on topics, inciting emotions and other situations occur frequently, and even some foreign forces with ulterior motives intend to threaten the social stability of our country by means of interfering with Internet public opinion. This series of problems have emerged one after another. It is a serious threat to social stability and national security. And the traditional several modes of public opinion guidance have revealed various shortcomings in the rapid development of public opinion on the network, so how can the government do a good job in guiding public opinion? To prevent the emergence of malignant public opinion crisis or to quickly guide and resolve negative emotions in public opinion crisis has become an important issue that the government will face for a long time in the future. Since the above mentioned problems have become prominent in the era of mobile Internet, the government must make changes, examine and think about the guiding methods to solve the network public opinion and change its posture in order to adapt to the development and change of thought. Complying with the characteristics of high forming speed, high dissemination speed and high participation of public opinion brought by mobile Internet, actively participating in it as a participant in public opinion on the Internet rather than as a controller, and intensifying interaction in a form that netizens like to see. Active adaptation to active influence, active compliance with the mobile Internet public opinion field of the way rules. By cultivating the opinion leaders in the system, they can actively incarnate the positive social energy producers, leaders, and strengthen the mainstream thinking. Pay attention to promote the construction of new media of high efficiency government affairs, make government affairs public no longer be "like kung fu", remold the government's credibility. Speed up the fusion of traditional official propaganda media and new media, strengthen ideological guidance, expand and consolidate mainstream public opinion, enhance the government's "volume" and expand its influence. Through these measures, on the one hand, it strengthens the government's ability to guide public opinion on the network, on the other hand, it guarantees the benign development of public opinion on the network to safeguard the safety of public opinion.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：D630;D669
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