【作者】 毛晓飞；

【导师】 周宇豪；

【作者基本信息】 郑州大学 ， 新闻与传播（专业学位）， 2013， 硕士

【摘要】 近年来随着新媒体的快速发展和我国民众民主参政意识的逐渐提高,越来越多的网民通过网络了解和参与社会公共事务的管理。这一现象使我国频发的突发公共事件的舆情更加复杂,而政府传统的舆论引导方式已不足以应对当前的舆情状况。在这一背景下政府网络新闻发言人应运而生,并在突发公共事件的舆论引导过程中起到了值得肯定的作用。因此本文通过文献研究法、对比分析法和案例分析法等研究方法对新媒体环境下突发公共事件信息传播迅速、负面舆论易形成、蝴蝶效应明显等舆情特征进行分析。随后本文对政府网络新闻发言人引导突发公共事件舆论的运作机制、微博与论坛等引导媒介、议程设置等传播学理论基础进行解读。在此基础上,本文基于与传统新闻发言人的比较来分析政府网络新闻发言人引导突发事件舆论时在时效性和互动性等方面具备的优势,同时分析了其在信息甄别力等方面面临的挑战。最后本文探析了现今阶段政府网络新闻发言人在突发公共事件舆论引导工作中存在的问题,并从媒介素养、法律监督等方面提出一定的改进措施。更多还原

【Abstract】 With the rapid development of new media and gradual improvement of public consciousness on democratic participation, more and more netizens learn and participate in the management of social public affairs through network. This phenomenon makes the public sentiment towards the frequent and sudden public events in China more complicate, and the traditional public opinion guidance of government is not enough to cope with the current public sentiment situation. Under this context, the government network spokesman emerges and plays a positive role In public opinion guidance process for public emergent events.Through literature research method, comparative analysis method, case analysis method and other research methods, this paper analyzes the public sentiment characteristics such as rapid information spreading, prone formation of negative public opinion and obvious butterfly effect of emergent public events. Subsequently, this paper interprets the operation mechanism of government network spokesman on guiding the public opinion for emergent public events, the guidance media like microblog and forums as well as the communication theory basis such as agenda setting. Based on this, this paper analyzes the advantages like timeliness and interactivity of government network spokesman in guiding public opinions for emergent events by comparing with the traditional news spokesman. In the meantime, it also analyzes the challenges faced in the aspects like information screening ability. In the end, this paper analyzes the problems in the current public opinion guidance work of government network spokesman for emergent events and further puts forward improvement measures from media literacy and legal supervision.更多还原