政府网络舆论引导面临的挑战及应对策略

新媒体时代给政府网络舆论引导带来了前所未有的挑战,集中表现为网络传播对＂把关人＂理论的冲击、民间舆论场的形成对政府议程设置的弱化、网民对政府的有错推定和信任危机等。如何通过加强政府信息公开力度、营造网上主流舆论的强势、注重培养意见领袖、使用好政务微博等手段有效引导网络舆论,已成为各级地方政府必须面对的现实课题。

Challenges and Strategies to Guide Network Public Opinion of Government

The new media era has brought an unknown challenge to the government’ network public opinion guidance, which focus on the impact of communication theory of ＂gatekeeper＂, weakening the network public opinion field, netizens on the government agenda for the government’s fault presumption and trust crisis. It is essential to guide network public opinion by strengthening the government information publicity, create the main tendency of net opinion, value training opinion leaders, and make good use of government micro-blog, which has become a realistic subject that local governments at all levels must face.