CAJ | 학술논문

微博的出现打破了传统媒介信息垄断及议程设置的强势地位，但网络媒体对受众议程的影响仍然不容小觑。网络媒体在尚未全面了解热点事件的情况下，一味追求“抢发头条”“独家新闻”“眼球资源”等，使“舆论反转剧”在网络上日趋频现，不仅易引发网络暴力，更不利于社会和谐和国家稳定。本文以“成都女司机被打”事件为例，采用内容分析法探究微博平台上媒体议程设置与网民舆论反转之间的关系。研究证明，网络媒体的无意识议程设置(议题驱动、媒体自净)、有意识议程设置(话语竞争、框架预设、媒介共鸣)及网民议程设置(舆论领袖、网络暴力)等是引发网民舆论反转的关键因素。基于热点事件网民舆论反转现象的研究对主流媒体引导网络舆论具有启示意义。
미박적출현타파료전통매개신식롱단급의정설치적강세지위，단망락매체대수음의정적영향잉연불용소처。망락매체재상미전면료해열점사건적정황하，일미추구“창발두조”“독가신문”“안구자원”등，사“여론반전극”재망락상일추빈현，불부역인발망락폭력，경불리우사회화해화국가은정。본문이“성도녀사궤피타”사건위례，채용내용분석법탐구미박평태상매체의정설치여망민여론반전지간적관계。연구증명，망락매체적무의식의정설치(의제구동、매체자정)、유의식의정설치(화어경쟁、광가예설、매개공명)급망민의정설치(여론령수、망락폭력)등시인발망민여론반전적관건인소。기우열점사건망민여론반전현상적연구대주류매체인도망락여론구유계시의의。
The emergence of microblog broke the strong position of top-down agenda setting of traditional media, but the influences of In-ternet media on the audience agenda still can not be underestimated. Without fully understanding the hot issues, Internet media tended to pursuit "grabbing headlines","exclusive","attention resources" etc, as a consequence, the"public opinion reversal play" was becoming more frequently witnessed on the Internet, leading to the cyber-violence being easily caused, which in turn would do harm to social har-mony and national stability. The study took "Assaulted Chengdu Chauffeuse" as an example, using content analysis to explore the rela-tionship between agenda setting of microblog media and the public opinion inversion. The study proves that Internet media's unconscious a-genda setting ( issues drive, media automatic depuration function) , conscious agenda setting ( voice competition, frame design, media res-onance) and netizen agenda setting ( opinion leaders, cyber-violence) are the key factors triggering the Internet public opinion inversion. Research on hot issues of Internet public opinion reversal phenomenon has the enlightenment significance for mainstream media to effective-ly guide the Internet public opinion.