【作者】 马冰星；

【导师】 林建成；

【作者基本信息】 北京交通大学 ， 思想政治教育， 2013， 博士

【摘要】 当代社会建立在网络信息技术发展的基础之上,网络已经成为现代社会运转与个人生活中不可或缺的重要载体。但是网络在给人类带来极大便利的同时,也带来了消极的因素,网络舆论是新闻传播的革命,彻底颠覆了传统的传播形态,把传统舆论传播的优点汇聚一身,同时又具有传统舆论传播所不具有的速度优势、互动优势以及平台优势。水能载舟,亦能覆舟,网络舆论传播促进了人与人之间隔阂的消除,以光的速度传播知识和信息,带来了前所未有的传播能力以及发展机会。但与此同时,网络舆论危机也伴随着强大的感染能力和破坏能力,尤其对于中国这个处于转型期的国度来说,社会危机容易通过网络寻找发泄的途径,进而影响到网络的健康发展乃至社会秩序的稳定。本文就从网络舆论入手,研究当代中国社会的网络舆论引导问题。首先,本文从网络舆论引导的基本内涵入手,对网络舆论引导的相关概念进行了界定,强化人们对网络舆论引导的认识；指出网络舆论引导的理论基础主要包括马克思主义关于舆论传播的基本思想、公共管理理论、社会控制理论、新闻传播理论、接受理论、选择理论、动机理论、转变理论等,并指出网络舆论引导在当今中国社会中的必要性和可行性,以揭示当前我国舆论引导的重要性。其次,本文对网络舆论中存在的现实问题进行解析,主要从四个方面入手：现在网络舆论所面临的内容问题、网络舆论引导的载体问题、网络舆论引导所面临的现实困境以及网络舆论引导所要面对的复杂性。网络舆论面临的内容问题主要包含以下四种：不良信息大量涌现,危害信息难以控制、舆论的暴力倾向、西化倾向以及主流舆论的强度不够。网络舆论的载体部分则分析了社区论坛、聊天室、新闻跟帖、网络博客、互动直播、微博等诸多影响舆论引导的载体。网络舆论引导的现实困境则从网络相关法律法规不健全、把关功能弱化、道德自觉性重视不足、运作模式不协调以及过度控制、反应迟钝等问题。网络舆论引导的复杂性则从网络舆论主体、客体、生成及控制的复杂性四方面展开,阐述网络舆论引导复杂性的具体表现。再次,本文指出网络舆论引导的目的是维持社会稳定、保障意识形态安全、塑造理性公民；实施网络舆论引导需要遵循的原则包括正向引导原则、把握主动原则、多维整合原则、交流畅通原则以及尊重规律性与重视具体性相结合的原则。在此基础上,本文对网络舆论引导的措施进行了分析,主要从优化环境、监管机制和加强主体道德素养建设三个方面展开。优化环境从建立健全网络舆论法律法规、打造网络舆论引导的配套设施、提升社会公信力、加强主流网络媒体建设等四个方面展开。监管机制则包括预警机制、应对机制以及反馈机制。道德素养建设从建设网络社会责任伦理、提高网络媒体的道德自律、提高网民的道德自觉意识、培养网民的独立判断能力四个方面入手。最后,结合突发事件多发的社会现实,对突发事件中的网络舆论引导进行研究。首先对突发事件中的网络舆论危机的内涵和特征进行了基本概括,继之指出了我国当前突发事件中网络舆论引导中存在的突出问题,主要包括控制过度导致矛盾激化、反应过慢导致传言泛滥、传统媒体在舆论引导中的缺席三方面的原因,在此基础上提出了针对突发事件进行舆论引导需要注意的六个要点：掌握主动权、及时发布准确消息、及时开展官方的舆论引导工作、加强与民意的互动、充分发挥微博的舆论引导功能、做好平时的网络舆情环境建设。网络舆情引导是当前我国社会必须直面的重要课题,实施网络舆论的引导既需要制度化、规范化、法制化的保障,也需要重视网民的主体性,培育网民的道德自觉性,重视打造网络道德形成所需要的网络环境。在完成网络舆论引导的同时,建设网络文明,推进社会关系的和谐,促进网络和社会的健康发展。更多还原

【Abstract】 Contemporary societies based on the development of network information technology, network has become an indispensable important carrier in modern social work and personal life.But the network brings great convenience to mankind, but also brings the negative factors, the. public opinion" is revolution about the spread of news, which overturnes thoroughly the traditional communication form and takes all the advantages of the traditional opinion together, but also has a traditional public opinion without no transmission speed,interactive superiority and the platform advantage. Fire and water are good servants, but bad masters, network communication contributes to eliminate barriers between people and people, travelling knowledge and information at the speed of light, bringing the unprecedented development opportunity and spread ability. But at the same time, the network public opinion crisis also led to the strong infection ability and damage, especially in China, where this is in transition, social crisis easily through the network to look for ways to vent that will affect the healthy development of the network and the stable social order. This paper start from the network public opinion to study the guiding public opinion issue in Chinese Contemporary society.First of all, this article from the basic xonnotation of guiding public opinion to define some concepts related to public opinion guide network and strengthen people’s understanding about it, pointing out that network based theory mainly including marxism on public opinion to the basic idea of the spread, public management theory, social control theory, the news media theory, accept theory, choice theory, motivation theory, transformation theory, and points out the-neeessity and feasibility of the network in Chinese society public opinion guiding to reveal the importance of public opinion guide in our current country.Secondly, the paper analyzes-the reality issues of the network in public opinion system, mainly from the four aspects:the content problems, carrier matters, the dilemma and the complexity of the public opinion guide. The content problems of network public opinion mainly include the following four:bad information emerging in a large amount, hurt information is hard to control, public opinion of the violent, westernization and the strength of the mainstream tendency to public opinion is not enough.Network carrier of public-opinion part analyzes the BBS, chat room, community news the placard, network blog, interactive live, micro bo, and many other public opinion guide effecting the carrier. The network dilemma is from the network related laws and regulations not sound, checks weakening functions, moral self-consciousness insufficient attention, operation mode not harmonious and excessive control, slow to respond. The network of the complexity of the public opinion guide is from the subject, object, and the formation and the complexity to control to expound the specific performance of the complexity of the public opinion guide network.Again, this paper points out that the purpose of public opinion guide network is to maintain social stability.security ideology safety, shaping rational citizen; Implementing network public opinion guide to follow principles include the positive guide principle, seize the initiative principle, principle, communication multidimensional integration principles and the respect regularity with combining the concreteness. On this basis, this paper analyzes the measures of public opinion guide network, mainly from the optimizing environment, establishing judge mechanism, the supervision mechanism and strengthen moral accomplishment subject construction four aspects launches. Optimizing environment from establish and improve network opinion laws and regulations, make public opinion guide network of supporting facilities, improve the power credibility, strengthen the public network media construction four aspects launches. Supervision mechanism, including early warning mechanism, a coping mechanism and feedback mechanism. Moral accomplishment from construction the ethics of network social, improve the social responsibility self-discipline of the network media, improve users of moral consciousness, training users of independent judgment four aspects launches.Finally, combined with emergencies of the multiple social reality, research the network public of the crisis. First to summarize the connotation and features of network crisis, then pointed out the current emergency network in public opinion guide existing prominent problems, mainly including control excessive lead to conflicts,the initial slow response, traditional media rumours in the public opinion guide.Advances in emergencies respond quick need to pay attention to six points:initiative, timely release accurate and timely news in the official public opinion guide to public opinion, strengthen with work interaction, give full play to the micro bo’s public opinion guide function, make the usual network public opinion environment construction.The guide of the network public opinion guide is the important topic of our country must face the present society, implementing network public opinion guide need to have both the institutionalized, standardization and legalization of safeguard, also need to pay attention to the subjectivity of Internet users, cultivate the users of moral consciousness, pay attention to build the network moral environment. Public opinion guide in complete network at the same time, the construction of Internet civilization, and promote harmony of social relationships, and promote the healthy development of the network and the society.更多还原