公共管理视角下的网络舆论引导研究

发布时间：2018-06-01 09:28

本文选题：网络舆论 + 舆论引导　；参考：《西北师范大学》2014年硕士论文

【摘要】：以网络为代表的新兴媒体日渐成为当今社会舆论的重要阵地，由此产生的网络舆论也正逐渐取代传统的舆论方式，它新颖开放，充满活力，在社会舆论形成和传播格局中发挥着越来越重要的作用。然而我们也看到，新兴媒体下的公共传播及其核心价值存在逐步缺失的倾向，所以使得这些网络舆论在体现积极社会效应的同时，消极社会效应也显而易见。因此重新认识并强调新兴媒体对公共传播的责任,强调公共利益作为网络舆论核心价值导向,以及如何引导和控制网络舆论，始终掌握好舆论引导的主动权，这是需要我们不断去关注和研究的课题。本文在分析新兴媒体环境下中国网络舆论发展特点的基础上，通过网络舆论与传统媒体舆论的比较，对网络舆论的特性进行全新的界定，提出了我国网络舆论的社会效应分析和舆论引导的必要性。接着分析了网络舆论带来的机遇和挑战以及我国网络舆论引导中的主要问题及其成因，继而从经验借鉴和案例研究等方面来探讨更符合网络舆论引导规律的方法，探索通过政府、媒体和网民自身三个方面建立多元网络舆论引导的新格局，以期在不断更新的信息技术环境下，既保持网络舆论互动性、开放性和民主性的积极功能，又始终掌握好网络舆论引导的主动权，，让积极正面的网络舆论服务好当今中国的持续发展。
[Abstract]:The emerging media, represented by the network, are becoming an important position of public opinion. The resulting public opinion is gradually replacing the traditional way of public opinion. It is new, open and full of vitality. It plays a more and more important role in the formation and dissemination of public opinion. However, we also see that the public communication and its core values under the new media tend to be gradually missing, which makes these network public opinion reflect the positive social effects, but also the negative social effects are obvious. Therefore, we should re-recognize and emphasize the responsibility of the new media to the public communication, emphasize the public interest as the core value orientation of the network public opinion, and how to guide and control the network public opinion, and always grasp the initiative power of the public opinion guidance. This is a subject that needs our constant attention and research. Based on the analysis of the characteristics of the development of China's network public opinion under the new media environment, this paper defines the characteristics of the network public opinion through the comparison between the network public opinion and the traditional media public opinion. This paper puts forward the necessity of social effect analysis and public opinion guidance of network public opinion in our country. Then it analyzes the opportunities and challenges brought by network public opinion, the main problems and their causes in our country's network public opinion guidance, and then discusses the methods more in line with the law of network public opinion guidance from the aspects of experience and case study. To explore the establishment of a new pattern of pluralistic network public opinion guidance through three aspects of government, media and Internet users themselves, in order to maintain the positive functions of interactive, open and democratic network public opinion under the constantly updated information technology environment. And always master the initiative of the network public opinion guide, let the positive network public opinion serve the sustainable development of China.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D630;G206

【参考文献】