網(wǎng)絡(luò)傳播中的輿論引導策略研究

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1、絡(luò)意見領(lǐng)袖和網(wǎng)絡(luò)媒體都要面對的現(xiàn)實問題。本文一共分為五部分。第一部分為緒論，包括網(wǎng)絡(luò)輿論的研究背景與研究目的、國內(nèi)外文獻綜述、研究方法和研究思路；第二部分介紹了網(wǎng)絡(luò)輿論的相關(guān)概念；第三部分在拉斯韋爾“5W”傳播模式基礎(chǔ)上，分析了影響網(wǎng)絡(luò)輿論的幾個主要因素及應對策略，包括現(xiàn)實公共事件、網(wǎng)民、網(wǎng)絡(luò)媒體和網(wǎng)絡(luò)意見領(lǐng)袖四個方面；第四部分研究了網(wǎng)絡(luò)輿論的社會影響及管控策略；第五部分基于以上的研究，從網(wǎng)絡(luò)輿論形成的幾個主要因素著手，提出了減少現(xiàn)實公共事件的突發(fā)、提高網(wǎng)民的媒介素養(yǎng)、充分發(fā)揮網(wǎng)絡(luò)意見領(lǐng)袖的積極作用、提高網(wǎng)絡(luò)媒體的輿論引導力等網(wǎng)絡(luò)輿論引導策略。通過對這些方面的思考助力減少網(wǎng)絡(luò)輿論的消極作用

2、，充分發(fā)揮網(wǎng)絡(luò)輿論的積極作用，為提升互聯(lián)網(wǎng)時代下網(wǎng)絡(luò)輿論的引導能力提供改進策略。關(guān)鍵詞：網(wǎng)絡(luò)傳播；輿論引導；網(wǎng)民；意見領(lǐng)袖；網(wǎng)絡(luò)媒體opinionspread,networkrumors,networkviolence,thephenomenonsuchastrialcausedbadinfluencetoindividualsandsociety.Someillegalelementsalsousethehotissuetoplayarbitrarily,exaggerate,distortsocialistcorevalues,attackthesocialistsystem,andp

3、oseathreattotheconstructionofaharmonioussociety.TheInternetage,howtocorrectlyguidepublicopinion,tocomprehensiveanalysisontheformationofpublicopinion,manydownovertheInternet,thisistodaythegovernment,theInternet,thenetworkopinionleadersandnetworkmediahavetofacetherealityoftheproblem.Thispaperisdivid

4、edintofiveparts.Thefirstpartistheintroduction,includingtheresearchbackgroundandresearchpurposeofnetworkpublicopinion,literaturereview,researchmethodsandresearchideasathomeandabroad;Thesecondpartintroducestheconceptofnetworkpublicopinion;Thirdpartinras,basedon"5w"communicationmodel,analyzedthemainf

5、actorsinfluencingthenetworkpublicopinionandthecopingstrategies,includingtherealityofpublicevents,Internet,networkmediaandnetworkopinionleadersfromfouraspects;Thefourthpartstudiesthesocialinfluenceandcontrolstrategyofnetworkpublicopinion.;Thefifthpartisbasedontheaboveresearch,fromthenetworkpublicop

6、inionisformedbyseveralmainfactors,putforwardtoreducetherealityofsuddenpublicevents,improvetheInternetmedialiteracy,givefullplaytothepositiveroleofnetworkopinionleaders,improvepublicopinionguidingforceofnetworkmedianetworkpublicopinionguidepolicy.Throughthinkingontheseaspects,wecanhelpreducethenega

7、tiveroleofnetworkpublicopinionandgivefullplaytothepositiveroleofonlinepublicopinion,soastoimprovetheguidanceabilityofInternetpublicopinionintheInternetera.KeyWords:networkcommunication;theguidanceofpublicopinion;