微博舆论引导策略探析
关键词：微博；舆论引导；策略
Study on Strategies for Guiding Public Opinion on Microblog
Abstract: In the era of new media, thanks to the rapid rise and development of microblog, the dissemination of information in the whole society not only becomes into a micro one, but also enables us to enter a fire-new self-media age. When the information is spread via microblog, participators are recipients as well as publisher of the information. Due to the timeliness of microblog spreading, the check and control on the information contents are quite difficult. In addition, there are huge amounts of information with a wide range of audiences in the microblog world, which is welcomed and appreciated by many people; therefore microblog has a significant impact on the environment of public opinion in our country. However, the good and the bad are intermingled at the same time in microblog information, hence possible misleading the public opinion. Thus, it is important and meaningful to analyze the current situations of strategies for guiding public opinion on microblog, and then summarize the reasons of emerged problems caused by the guiding. Based on this analysis, the duality of guiding strategy should be objectively and rationally recognized. Therefore we can put forward more efficient strategies and methods to eliminate the misleading of public opinion, and then establish a health and favorable environment of public opinion to improve the construction of the harmonious society in China.
Key Words: microblog;guiding public opinion;strategy
目 录
摘 要 1
Abstract 1
一、微博舆论引导的影响 2
（一）微博舆论引导的积极效应 2
（二）微博舆论引导的负面影响 4
二、微博舆论引导产生问题的原因 6
（一）微博机制不完善 6
（二）传统媒体舆论引导缺位 6
（三）微博受众从众心理严重 7
三、加强微博正面舆论引导的策略 8
（一）重视“把关”职能，强化“议程设置” 8
（二）培养舆论领袖，完善新闻发言人制度 9
（三）加强道德自律，理性不盲从 10
（四）加强多元合作，构建舆论引导体系 11
参考文献 14
微博舆论引导策略探析