基于生命周期理论的微博舆情引控研究

发布时间：2018-12-19 09:14

【摘要】：[目的/意义]提出针对微博舆情不同阶段的引导控制工作流程,降低微博舆情危机的发生频次和影响程度。[方法/过程]借鉴生命周期理论的基础上,利用扎根理论的方法,以反映舆情事件的关键词被提及累计次数和变化幅度作为表征量,对微博舆情生命周期阶段进行划分,并寻找各阶段舆情的特征,提出相应的引控工作流程。[结果/结论]微博舆情可划分为潜伏期、预热期、热议期和衰退期等四个阶段,其中潜伏期的工作重点在于识别、监控和研判,预热期的工作主要突出信息的控制、对称化及舆情主体的引导工作,热议期应更加重视舆情应急和控制工作,衰退期则着重于对整个舆情过程的评价、反馈及持续追踪监控。
[Abstract]:The aim / significance of this paper is to put forward the guiding and controlling work flow in different stages of Weibo's public opinion, so as to reduce the frequency and influence degree of Weibo's public opinion crisis. [method / process] based on the theory of life cycle, using the method of rooted theory, taking the accumulative times and the range of changes of the key words reflecting the events of public opinion as the token quantity, the paper divides Weibo's stage of life cycle of public opinion. And find out the characteristics of public opinion in each stage, and put forward the corresponding work flow of lead control. [results / conclusion] the public opinion of Weibo can be divided into four stages: latent period, preheating period, hot discussion period and decline period, in which the work of latent period is mainly focused on identifying, monitoring and judging, and the work of preheating period mainly stresses the control of information. In the process of symmetrization and guidance of the public opinion subject, more attention should be paid to the emergency and control of public opinion during the hot discussion period, while the evaluation, feedback and continuous tracking of the whole process of public opinion should be emphasized in the recession period.
【作者单位】：武汉理工大学管理学院;
【分类号】：C912.63;G206

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