【作者】 焦俊波；

【导师】 赵振宇；

【作者基本信息】 华中科技大学 ， 新闻学， 2013， 博士

【摘要】 处于社会转型期的中国，正经历着政治、经济、文化、社会等各个方面的变革。随着改革的不断深入，各种深层次的矛盾日益凸显，社会阶层和各种利益群体开始分化，冲突不断增加，中国已经进入突发事件高发时期。与此同时，随着公众民主参与意识的增强、国家法律层面上对公民知情权和表达权的确立、媒体的市场化以及自媒体的兴起，以及突发事件自身的公众性和危害性，公众对突发事件表现出强烈的关注。突发事件的舆论表达呈现出聚散速度来去匆匆、舆论态势易变化、舆论影响的强持续性、以及传统媒体舆论场和新媒体舆论场的不对称性。突发事件舆论和突发事件的发展相互联系并相互影响。如何正确引导突发事件舆论不仅关系着突发事件本身的解决，同时对中国转型社会的发展起着至关重要的作用。本文试图在我国现有的政治环境、媒体环境和公众民主参与环境下对突发事件舆论引导机制进行深入的探讨，从舆论引导双主体即政府部门和媒体组织的逻辑起点出发，试图分析双主体与舆论引导客体公众之间的对话可能性和意义，在对话的基础上实现突发事件舆论引导主体联动。另一方面，作为突发事件舆论引导机制的研究，本文从执行层面的程序论出发，对突发事件舆情监测和预警、突发事件的舆论引导主体联动、突发事件的舆论引导能力评估、法律保障、政府、媒体以及公众的媒介素养提高等方面进行了阐述，试图建立起系统而完善的突发事件舆论引导机制。论文第二章首先对突发事件舆论特征、突发事件舆论引导存在的意识偏差进行了阐述，开宗明义的指出了突发事件舆论引导的原则即在意识上对舆论是引导而非控制的、目标上应是舆论和谐而非同质的、手段上应做到突发事件处理和舆论引导并重、在信息传播上应该及时、真实和公开、时机上应主动引导而非被动还击。通过突发事件舆论引导的执行程序对机制进行分解，其中舆情监测和预警是突发事件舆论引导的基础和依据，论文第三章对突发事件舆情监测和预警组织的建构和工作机制、舆情信息的搜集与分析、舆情监测和预警人员的构成、舆情研判和预警标准的设置等进行了阐述。第四章是论文的核心章节。突发事件舆论引导中，政府部门、媒体、公众分别有着不同的地位和作用。政府部门作为高位舆论引导主体应发挥积极主动的作用、并尽量弥补突发事件发生时的信息不对称；市场化媒体对突发事件的建构和舆论表达也制约着突发事件的发展；公众作为突发事件舆论引导的客体，其利益诉求和价值诉求满足与否最终决定突发事件舆论引导的效果。在以上三方之间建立起对话是突发事件舆论引导的有效途径。对话作为一种类人际传播，是信息公开和相互信任下的协商。通过对媒体舆论引导观念和受众突发事件认知的调查，分析了我国目前突发事件舆论引导主体联动的不足，最终在三方对话的基础上建立起突发事件舆论引导的主体联动，包括政府部门之间的舆论引导联动、政府和媒体的舆论引导联动以及媒体间的联动。突发事件舆论引导机制的运行离不开评估、法律及媒介素养等保障。本文试图对突发事件舆论引导主体政府部门和媒体分别设立舆论引导能力评估指标。对于政府部门分别从突发事件舆情监测和预警能力、突发事件舆论应对能力、突发事件舆论引导效果三个大的方面分别设立了9个二级指标和31个三级指标。对于媒体组织分别从公众舆论熟知度、突发事件报道、突发事件舆论引导效果三个大的方面分别设立了7个二级指标和21个三级指标，并对其进行了分述。法律层面上对我国现有的突发事件问责、突发事件信息公开、突发事件的网络信息发布三个方面的现有法律进行了分析并提出建议。最后本文认为进行媒介素养教育是提高突发事件舆论引导能力，保障突发事件舆论引导机制运行的重要途径，政府部门、媒体以及公众的媒介素养的提升将为其提供积极有效的保障。更多还原

【Abstract】 During the period of social transition, China is now experiencing changes fromvarious aspects, such as politics, economy, culture, social. As the progress of reformhad taken, sorts of deep contradiction is increasingly highlightened. The differentiationof social class, as well as interest groups had leaded to increasing conflicts, China nowhas entered into the peak season of emergency incidents. At the same time, with moreawareness of democratic participation in the public, the establishment of citizens’ rightto know and express by state legislation, the marketization of media organization andthe rise of We media, as well as the public and harmful characteristics of emergencyincidents, the public had now shown great concern about emergency incidents. Theexpression of public opinion on emergency incidents shows features as following: fastin both accumulation and dispersion, easy to change, long lasting impact, and theasymmetry of traditional media and new media.Public opinion on emergency incidents and the development of emergencyincidents are interrelated, the guidance of public opinion not only leads to solve theincident, but also plays an important role in the development of Chinese society.Thispaper conducts an in-depth exploration into the mechanism of public opinion guidanceof emergency incidents under existing Chinese political environment, mediaenvironment and condition of democratic participation. With its logic start point on thetwo subjects, i.e. government and media organization, of public opinion guidance, thispaper devoted its efforts mainly on analysis of the possibility and meaning of dialoguebetween the two subjects and its object-the public, and how to realize cooperation ofsubjects on the basis of dialogue.On the other hand, this paper also introduced the theory of program execution toexplain various aspects as the monitoring and early warning of public opinion onemergency incidents, cooperation of public opinion guides, capability assessment of public opinion guidance, legal protection, the improvement of media literacy ofgovernment, media organization and the public, etc. trying to build a systematic andimproved mechanism of public opinion guidance of emergency incidents.At the beginning, the characteristics of public opinion on emergency incidents, aswell as the bias of public opinion guidance on emergency incidents had been depicted,then it pointed out the principles of guiding public opinions on emergency incidents are:be aware of guiding rather than controlling; with the goal of harmony rather thanhomogeneity; with the methods of paying equal attention to solve incident and guidepublic opinion; with timely, truthful and open communication; as well as positiveguidance rather passive.Analyzing the mechanism of public opinion guidance on emergency incidentsthrough its procedure, we found the monitoring and early warning of public opinion onemergency incidents is the basis of public opinion guidance. In the third chapter, theconstruction and working mechanism of organizations handling the monitoring andearly warning of public opinion on emergency incidents, the collection and analysis ofpublic opinion, the personnel of public opinion monitoring and early warning, as well asthe setting of criteria on judgement and early warning of public opinion had beendiscussed.The fourth chapter is the core of this paper. Government, media organizations andthe public has different status as well as impact on the public opinion guidance onemergency incidents. As a guide of public opinion with higher status, governmentshould play an active role, and try to make up the information asymmetry once anincident broke out. While the coverage of emergency incidents from media organizationcould also relieve the incident. And the public, as the object of guiding practice,whether its interests or appeal be satisfied or not finally determines the effect of publicopinion guidance. As an interpersonal communication, dialogue is a negotiation basedon openness and mutual trust, thus it is an effective way to guide public opinion if it could be established between government and media organization and the public.Through investigation of how the media organization guide public opinion andthen the perception of the audience, this paper pointed out the cooperation betweensubjects of guiding is insufficient, and at last established a cooperation mechanismbetween subjects based on mutual dialogue, which including cooperation betweengovernment departments, government and media organizations, and differentorganizations.Moreover, the mechanism of public opinion guidance on emergency incidentscan’t run without assessment, legal protection and media literacy. This paper had set ancapability index of public opinion guidance for government departments and the mediaorganizations respectively. For government departments, there are9secondaryindicators and31tertiary indicators from three main perspectives as the monitoring andearly warning of public opinion, the response capability to public opinion, the guidingeffect of public opinion. And for media organizations, there are7secondary indicatorsand21tertiary indicators from three main perspectives as familiarity, coverage, theguiding effect of public opinion, all of the indicators are explained in detail. Also, ananalysis of current legal system had been conduct from three aspects as accountability,information release, and information release through internet, with suggestion beingproposed.At the end of the paper, it intended that education on media literacy is theimportant method to improve the capability of guiding public opinion on emergencyincidents, the improvement of media literacy of government departments, mediaorganizations and the public will provide a positive and effective protection to theoperating mechanism of public opinion guidance on emergency incidents.更多还原