网络社群传播下的两个舆论场：冲突化解与共识重建

发布时间：2018-05-21 19:45

本文选题：官方舆论场 + 民间舆论场　；参考：《郑州大学》2017年硕士论文

【摘要】：随着网络的发展,以微博、微信、网络直播平台为代表的社群传播快速发展,打破了传统媒体垄断化的传播态势,传统媒体的权威性受到挑战。民众通过网络渠道获取信息,社群传播成为民意的集中地,并在各种网络事件的发酵中逐渐形成了民间舆论场。以官方媒体为代表的舆论场和民间舆论场之间的传播差异,造成了两个舆论场之间的冲突,并由此带来系列负面影响。化解两个舆论场的冲突,促进两个舆论场的共识重建是本论文要研究的核心问题。本文探讨了网络社群传播下两个舆论场的传播特征及其差异:官方舆论场的信息传播具有权威性,但传播速度滞后、传播呆板化;民间舆论场则传播速度较快,但传播主体复杂化、网络群集效应明显。两个舆论场出现冲突的主要原因在于舆论场之间传播差异导致的沟通不畅、官方舆论场的公信力不足和民间舆论场的非理性化。文章采用文本分析法、个案研究法、内容分析法,探讨了两个舆论场之间冲突的表现,以及寻求共识的过程。在央视“东莞黄流”引发的争议案例中,我们可以看出两个舆论场的存在的冲突依然存在,而冲突的原因也可以从中探析;从“北京7.21暴雨”事件中我们看出,两个舆论场正在进行积极的共识重建;从近几年的一些案例中我们可以探析到两个舆论场的共识度增强的趋势逐渐明显。研究表明,两个舆论场通过努力是可以实现冲突化解,从而促进共识重建。这要求:在网络社群传播之下:官方舆论场要提高公信力,做到及时和公开发布信息,传播真实信息,创新传播途径,加强与意见领袖的有效沟通;民间舆论场要进行舆论场的理性把关,加强民众的媒介素养,进行舆论场的适当管理;最终通过官方舆论场的放低姿态,民间舆论场的放平心态,利用网络社群共同进行议程设置,促进两个舆论场共识的重建。
[Abstract]:With the development of network, community communication, represented by Weibo, WeChat and webcast, has developed rapidly, breaking the monopoly of traditional media and challenging the authority of traditional media. People get information through network channels, community communication becomes the concentration of public opinion, and in the ferment of various network events, the public opinion field is gradually formed. The communication difference between the public opinion field represented by the official media and the public opinion field causes the conflict between the two public opinion fields and brings a series of negative effects. Resolving the conflict between the two public opinion fields and promoting the consensus reconstruction of the two public opinion fields are the core issues to be studied in this paper. This paper discusses the communication characteristics and differences of the two public opinion fields under the network community communication: the information dissemination of the official public opinion field is authoritative, but the propagation speed lags behind, and the dissemination is rigid, while the folk public opinion field spreads quickly. But the communication main body is complicated, the network cluster effect is obvious. The main reasons for the conflict between the two public opinion fields are the poor communication caused by the spread difference between the public opinion fields, the lack of credibility of the official public opinion field and the irrationality of the public opinion field. The text analysis, case study and content analysis are used to discuss the conflict between the two public opinion fields and the process of seeking consensus. In the case of the controversy caused by CCTV's "Dongguan Yellow Stream," we can see that the conflict between the two public opinion fields still exists, and the causes of the conflict can also be analyzed. From the "Beijing July 21 rainstorm" incident, we can see that, Two public opinion fields are carrying on the positive consensus reconstruction, and from some cases in recent years, we can analyze the trend that the consensus degree of the two public opinion fields increases gradually. The research shows that the two public opinion fields can resolve the conflict through efforts, thus promoting the reconstruction of consensus. This request: under the network community dissemination: the official public opinion field must enhance the public credibility, achieves timely and public release information, disseminates the true information, innovates the dissemination way, strengthens the effective communication with the opinion leader; The public opinion field should carry out rational gateways of the public opinion field, strengthen the people's media literacy, and carry out the proper management of the public opinion field; finally, through the low posture of the official public opinion field, the public opinion field should be levelled out. Make use of the network community to set the agenda together to promote the reconstruction of the consensus of the two public opinion fields.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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