舆情应对中我国政府与媒体的互动关系研究

发布时间：2018-01-14 06:18

本文关键词：舆情应对中我国政府与媒体的互动关系研究　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,我国正处于经济、社会转型的关键时期,社会态势变得日益复杂,呈现出新的特点。最近一段时间,舆情热点频发,分布的地区、领域变得更加广泛,与之前相比,现在的一般社会事件更容易变成舆情热点,这些都反映了我国社会关系调节难度的加大。热点事件的频发,一方面反映出媒体的监督意识有了大幅度的提高,民众的维权意识得到了极大的增强,另一方面体现出社会成员越来越重的非理性情绪以及日益复杂、尖锐的社会矛盾与利益冲突。伴随着信息技术快速发展,社会传媒变得日益发达,在此背景下,社会舆情的表达方式变得也越来越丰富。传统的舆情表达多为传媒机构,舆情表达主要以文字为主,表达的载体也比较有限,而网络的发展为个体表达提供了便利的渠道,现在很多舆情事件是先在网络上形成热议后,传统媒体才逐步跟进,网络上个体表达的意见逐渐变为重要的舆情信息的来源。在网络媒体快速发展的背景下,传统媒体也有了新的发展,市场更加细分,在设置上也呈现多元化的趋势,社会舆情的表达不再是一个面孔,而是把不同阶层的利益诉求纷纷表达出来。在网络这个开放平台上,舆情表达实现了个体化、持续化、多元化,可以轻松实现舆情内容的长期存在、吸纳公众评论的跟进,使得舆情发展更加复杂化,影响因素也大幅度增加。在媒体发达的现代传播环境中,社会舆论生态呈现出燃点低、扩散快、爆点大、参与广的特点。一个看似普通的意见观点,常常能够在极短的时间内引发媒体聚集和公众关注,并在各方意见参与下形成巨大的舆论声势,进而引爆社会情绪,触发社会现实行动。从舆情监测方面来讲,媒体和民众对政府是否信任的关键就是舆情燃点,政府需要掌握好这一点,有利于把主动权掌握在自己手里。一方面,积极运用正面信息内容巩固和扩大公众对政府良好形象的认知,起到事半功倍的形象传播效果;另一方面,及时化解和处置负面信息,改善和修复受损害的政府形象,缓解舆论压力,引导公众进行客观评价。面对日益复杂的舆情环境,政府和媒体的关系就显得尤为重要,政府与媒体的良好互动对于塑造良好的舆情态势、建设和谐的社会环境具有重要的意义。
[Abstract]:At present, China is in the critical period of economic and social transformation, the social situation has become increasingly complex, showing new characteristics. Recently, the hot spots of public opinion frequently occur, the distribution of areas, areas have become more extensive. Compared with before, the current general social events are more likely to become public opinion hot spots, which all reflect the increase in the difficulty of social relations regulation in our country, and the frequent occurrence of hot spot events. On the one hand, it reflects that the supervision consciousness of the media has been greatly improved, the awareness of the people's rights has been greatly enhanced, on the other hand, it reflects the increasing irrationality and complexity of the social members. With the rapid development of information technology, social media has become increasingly developed. The expression of social public opinion has become more and more rich. The traditional expression of public opinion is mostly media organizations, the expression of public opinion is mainly written, the carrier of expression is also relatively limited. The development of the network provides a convenient channel for individual expression. Now many public opinion events are formed in the network after the hot discussion, the traditional media gradually follow up. The opinions expressed by individuals on the Internet gradually become an important source of public opinion information. Under the background of the rapid development of network media, traditional media also has a new development, and the market is more subdivided. The expression of social public opinion is no longer a face, but the interests of different strata are expressed one after another. On the open platform of network, the expression of public opinion has realized individualization. Sustained, diversified, can easily achieve the long-term existence of public opinion content, absorb the follow-up of public comments, make the development of public opinion more complicated. In the modern communication environment of developed media, the social public opinion ecology presents the characteristics of low ignition, fast diffusion, large explosion point and wide participation. A seemingly ordinary opinion view. Often in a very short period of time to arouse media gathering and public concern, and with the participation of the views of all parties to form a huge public opinion momentum, and then trigger social emotions, trigger social action. From the perspective of public opinion monitoring. Whether the media and people trust the government is the key to public opinion, the government needs to grasp this point, conducive to the initiative in their own hands. On the one hand. Actively use positive information content to consolidate and expand the public's understanding of the good image of the government, play a twice the effect of image communication; On the other hand, timely resolve and dispose of negative information, improve and repair the damaged image of the government, alleviate the pressure of public opinion, guide the public to conduct objective evaluation, and face the increasingly complex environment of public opinion. The relationship between the government and the media is particularly important. The good interaction between the government and the media is of great significance in shaping good public opinion and building a harmonious social environment.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D630;G206

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