网络舆论的产生机制、传播模式与引导策略

从网络舆论的产生机制来看,我国转型期的社会结构调整是萌发网络舆论的温床,不断觉醒的公民意识是诱发网络舆论的触媒,社会热点敏感事件是引爆网络舆论的导火索,政府应对措施不当是加剧网络舆论的放大器。裂变扩散、多点共振、中心涌现、潜而不消,是网络舆论的典型传播模式。根据网络舆论的产生机制和传播规律,政府引导网络舆论可从政治策略、文化策略和技术策略三个方面着手,即坚持践行群众路线树立良好政府形象、弘扬社会主义核心价值观培育高尚道德情操和价值取向、消除信息不对称减小舆论传播推动力。

On the Formation Mechanism,Communication Models and Guiding Strategies of Internet Public Opinion

The adjustment of social structure in the transitional period of China is a hotbed of germination of network public opinion. Awakening of citizen consciousness is induced by the catalyst of network public opinion, social hot and sensitive events of the network public opinion is the detonating fuse and the government inappropriate measures to respond is the amplifier of aggravating the network public opinion. The fission diffusion, multi point resonance, center spreading, being latent and unfading are the typical models of communication of network public opinion. According to the formation mechanism and the law of network public opinion, the government can guide network public opinion in aspects of political strategy, culture strategy and technology strategy, that is, adhering to the practice of the mass line to shape the good image of government, carrying forward the socialist core values to cultivate noble moral sentiment and a value orientation, eliminating information asymmetry to reduce the impetus of public opinion dissemination.