摘要
以互联网为代表的新媒体已经成为舆论传播的重要平台,极大地改变着舆论存储、舆论表达和舆论引导的格局。新媒体传播具有区别于传统媒体的时代特性,网络交互式催生非线性传播模式,开放性使传统"把关人"缺失,自传播性让"草根"传播成为新锐。新媒体传播加剧了"两个舆论场"的碰撞和摩擦,催生"塔西佗陷阱"的舆论怪圈,导致以"管控"思维为主导的传统舆论管理模式面临挑战。在新媒体时代构建舆论引导新格局,应着力推动新媒体空间多元舆论的"相互建构",打造新型主流媒体构建现代化的立体传播体系,主动借助新媒体传播优势打通"两个舆论场",实现舆论引导与舆论表达的良性互动。
The new media represented by the Internet has become an important platform for public opinion communication, and had greatly changed the situation of the storage, expression and guidance of public opinion. The new media communication has certain char- acteristics that are different from the traditional communication： the network interaction has forced the non-linear communication mode, the openness has taken away the function of ＂gatekeeper＂ in the traditional sense, and the self-communicability has brought the ＂grass-root＂ communication to new prominence. The new media communication has intensified the collision and friction of the ＂two public opinion fields＂, created the vicious cycle of ＂Tacitus Trap＂, and led to the failure of the traditional public opinion management mode dominated by ＂management and control＂. To construct a new public opinion guidance situation in new media times, we should facilitate the mutual construction of diverse public opinion in new media space, establish the new mainstream media, construct the modem and stereo- scopic communication system, actively utilize the advantages of new media communication, connect the ＂two public opinion fields＂ and realize the benign interaction of public opinion guidance and expression.
出处
《上海行政学院学报》
CSSCI
北大核心
2016年第5期76-85,共10页
The Journal of Shanghai Administration Institute
基金
2015年国家社会科学基金青年项目"新媒体时代宣传思想工作机制创新研究"(15CKS035)
2014年上海市哲学社会科学规划项目"新形势下中国共产党宣传机制创新研究"(2014EKS004)
关键词
新媒体传播
舆论引导
特性
挑战
对策
New Media Communication
Public Opinion Guidance
Characteristics, Challenges
Countermeasures
