移動互聯(lián)網(wǎng)背景下政府引導網(wǎng)絡輿論策略研究
發(fā)布時間：2018-12-26 13:45
【摘要】：移動互聯(lián)網(wǎng)的全面普及使網(wǎng)絡對居民社會生活的影響空前,人們逐漸習慣使用網(wǎng)絡表達自己思想、觀點、態(tài)度,網(wǎng)絡已成為民意表達的主陣地。區(qū)別于報紙雜志電視等傳統(tǒng)媒體以及門戶網(wǎng)絡時代將來自民間的民意的收集整理進行表達之后才能形成輿論的輿論生成方式,依托移動互聯(lián)網(wǎng)的發(fā)展,具有媒體屬性的越發(fā)強大的社交網(wǎng)絡平臺改變了網(wǎng)絡內(nèi)容的產(chǎn)生方式與傳播方式,個人可以成為信息的產(chǎn)生和傳播者,形成了一個話語權(quán)去除中心化、人人都有發(fā)言權(quán)的網(wǎng)絡輿論時代。這種背景下,網(wǎng)絡空間相對于現(xiàn)實社會呈現(xiàn)出階層的“扁平化”趨勢,各種名人明星可以和普通網(wǎng)友實時互動,普通民眾也可以通過網(wǎng)絡和總理直接對話,移動互聯(lián)網(wǎng)發(fā)展帶來這種網(wǎng)絡輿論空間的階層平面化,從一定程度上打破了傳統(tǒng)社會階層的屏障,使輿論呈現(xiàn)出新的活力也大大加強了輿論的影響力。但是同樣因為移動互聯(lián)網(wǎng)的發(fā)展,網(wǎng)絡輿論危機呈現(xiàn)出爆發(fā)頻次更高、擴散更快更廣、話語權(quán)爭奪更加激烈等趨勢。同時,因為社會當前處于改革轉(zhuǎn)型期,社會矛盾較多,加之意見主體的真實性不保,各種片面偏激和不理智的言論、謠言、罵戰(zhàn)攻擊、盲目從眾、炒作話題煽動情緒等情況頻發(fā),甚至有一些別有用心的境外勢力意圖用干擾網(wǎng)絡輿論的手段威脅我國社會穩(wěn)定,這一系列問題的相繼出現(xiàn),對社會穩(wěn)定和國家安全構(gòu)成嚴重危害。且傳統(tǒng)的幾種輿論引導模式在網(wǎng)絡輿論的快速發(fā)展中已經(jīng)顯露出種種不足,因此政府如何做好輿論引導工作,預防惡性輿情危機出現(xiàn)或在輿情危機中快速引導化解負面情緒已經(jīng)成為政府未來較長一段時間需要面臨的一個重要問題。由于上述進入移動互聯(lián)網(wǎng)時代后,網(wǎng)絡輿論凸顯的種種問題,政府必須做出改變,以適應發(fā)展變化的思想審視思考解決網(wǎng)絡輿論的引導方法,改變姿態(tài),順應移動互聯(lián)網(wǎng)帶來的輿論高形成速度、高傳播速度和高參與度特點,以互聯(lián)網(wǎng)輿論的參與者而非管控者的身份積極參與其中,以網(wǎng)民喜聞樂見的形式強化互動,主動適應主動影響,主動順從移動互聯(lián)網(wǎng)輿論場的方式規(guī)則。通過培育體制內(nèi)的意見領(lǐng)袖使其積極化身社會正能量的產(chǎn)生者、引領(lǐng)者,強化主流思想。注重推進高效能政務新媒體建設,讓政務公開不再是“樣子功夫”,重塑政府公信力。加快傳統(tǒng)官方宣傳媒體與新媒體的融合轉(zhuǎn)變,加強在意識形態(tài)方面的引領(lǐng),擴大鞏固主流輿論陣地,增強政府“音量”,擴大影響力。通過這些措施方式一方面強化政府的網(wǎng)絡輿論引導能力,另一方面保障網(wǎng)絡良性輿論發(fā)展,從而保衛(wèi)輿論安全。
[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.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：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.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：D630;D669
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