“王宝强离婚事件”新浪微博舆论传播研究

发布时间：2018-07-26 08:46

【摘要】：互联网给了公众广阔又便捷的交流平台。微博这种“零门槛”式的交流平台,被越来越多的公众所接受,继而成为热点事件传播的重要平台。微博传播中形成的强大舆论往往会影响公众对整个事件态度的转变甚至诱发更深层次的社会问题。因此,对热点事件的微博舆论传播做系统地研究,有利于掌握其传播特点、规律以及舆论走向产生的深层社会原因。本研究采用内容分析法和个案研究法,以传播学和舆论学为理论基础,对“王宝强离婚事件”的微博舆论主体、舆论议题和舆论内容进行分析。同时,笔者还通过对“王宝强离婚事件”的分析引发了对社会问题的思考,主要有草根明星的过度消费、家庭与亲密关系、泛娱乐化的反思这三个方面。研究发现,新浪微博舆论发展阶段分为起始阶段、热议阶段和衰退阶段。在舆论传播过程中,同一事件的每个舆论发展阶段的舆论议题不同,并且议题的内容在不断深入。微博舆论合意主要是由“粉丝”和“转发”这两种行为刺激而形成。笔者希望通过以上结论和对此事件深入的思考,能够对今后新浪微博的舆论引导提供一些有用的依据。对于微博舆论传播,本研究提出以下建议:首先,微博舆论传播要以事件本身为核心,以对事件的思考为补充,适当吸收意见领袖和官方微博的意见;其次,微博舆论应该以草根用户为构建和传播的主体,提升草根用户的媒介素养,对净化微博舆论空间有十分重要的作用;再次,以舆论学和传播学为动力,推动新浪微博的持久性发展;最后,微博应以“把关”为手段,营造平等的话语权力空间,适时地进行舆论引导,保障微博舆论的健康发展。
[Abstract]:The Internet has given the public a vast and convenient platform for communication. Weibo, a "zero threshold" communication platform, has been accepted by more and more people, and has become an important platform for the dissemination of hot events. The strong public opinion formed in the spread of Weibo often influences the change of public attitude towards the whole event and even induces deeper social problems. Therefore, a systematic study on the Weibo public opinion dissemination of hot events is beneficial to grasp its characteristics, rules and the deep social reasons of the trend of public opinion. Based on the theory of communication and public opinion, the main body of Weibo public opinion, the topic of public opinion and the content of public opinion in "Wang Baoqiang's divorce incident" are analyzed by using the method of content analysis and case study. At the same time, through the analysis of "Wang Baoqiang divorce incident", the author also causes the consideration of social problems, including the overconsumption of grassroots stars, the relationship between family and intimacy, and the reflection of pan-entertainment. The research found that Sina Weibo public opinion development stage is divided into initial stage, hot discussion stage and recession stage. In the process of public opinion dissemination, the issues of public opinion in each stage of development of the same event are different, and the content of the issue is deepening. Weibo consensus is mainly formed by fans and retweets. The author hopes to provide some useful basis for the guidance of public opinion of Sina Weibo in the future through the above conclusion and deep thinking on this matter. As for the communication of Weibo public opinion, this study puts forward the following suggestions: first, the communication of public opinion of Weibo should take the event itself as the core, complement the thinking of the incident, and absorb the opinion of opinion leaders and official Weibo appropriately; secondly, Weibo public opinion should take grassroots users as the main body of construction and dissemination, improve the media literacy of grassroots users, and play a very important role in purifying the Weibo public opinion space. Finally, Weibo should take "gatekeeping" as a means, create equal discourse power space, timely conduct public opinion guidance, and ensure the healthy development of Weibo public opinion.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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