CAJ | 학술논문

新媒体技术的发展使我国的舆论环境发生巨大变化,舆论引导成为新的难题。通过对新媒体技术带来的网络舆论传播特点、舆论场新变革的六大表征进行深入分析,认为当前网络舆论引导重在重塑和把握三个中心,即以意见领袖为主的舆论主体中心、以重要大型网站为主的传播中心和以平等常态对话为主的交流中心。由此归纳出新媒体环境下的三种舆论引导模式,通过主动性舆论引导进行价值释放;通过监测性舆论引导进行把关监测与控制;通过被动性舆论引导进行危机应对与公关。当下的新闻舆论引导需要传统媒体先行,以公信力和权威性立足,利用完备专业的新闻生产系统,根据不同媒体特点,发挥其传统的社会批评功能,在舆论引导中因地制宜,主动探察舆论,制定和不断跟进改变引导策略,充分利用媒体网站进行配合,捕捉舆论,进行互动;以公开及时的信息传递和肯定的态度消除信息不确定性;针对舆论规模和发展态势,以不同程度、不同方式的适当引导,纾解矛盾,稳定社会。
신매체기술적발전사아국적여론배경발생거대변화,여론인도성위신적난제。통과대신매체기술대래적망락여론전파특점、여론장신변혁적륙대표정진행심입분석,인위당전망락여론인도중재중소화파악삼개중심,즉이의견령수위주적여론주체중심、이중요대형망참위주적전파중심화이평등상태대화위주적교류중심。유차귀납출신매체배경하적삼충여론인도모식,통과주동성여론인도진행개치석방;통과감측성여론인도진행파관감측여공제;통과피동성여론인도진행위궤응대여공관。당하적신문여론인도수요전통매체선행,이공신력화권위성립족,이용완비전업적신문생산계통,근거불동매체특점,발휘기전통적사회비평공능,재여론인도중인지제의,주동탐찰여론,제정화불단근진개변인도책략,충분이용매체망참진행배합,포착여론,진행호동;이공개급시적신식전체화긍정적태도소제신식불학정성;침대여론규모화발전태세,이불동정도、불동방식적괄당인도,서해모순,은정사회。
The dramatic changes in the consensus milieu caused by the development of the new media technologies have created a dilemma of consensus guidance. Based on the analysis of the six characteriza- tions of the mass media network features and transformations brought about by the new media technolo- gies,this paper pointed out that the current network consensus guidance should be rebuilt three centers, namely, subject centers dominated by the public opinion leaders;dissemination centers charged by the large websites;communication centers based on equal and normal dialogues. Correspondingly three modes are al- so concluded：the initiative mode to guide value release; monitoring mode to control and check on; passive mode to deal with the crisis response and public relations. The current consensus guidance should also uti- lize the credibility,authority and social criticism of the traditional media to capture public opinions and de- liver timely information in appropriate guidance modes according to different situations to eliminate the un- certainty and alleviate the conflicts for keeping the social stability.