网络社区的舆论传播研究

【作者】 雷彩虹；

【导师】 韩隽；

【作者基本信息】 西北大学 ， 新闻学， 2009， 硕士

【摘要】 每一次传播媒介的演进和变革都会给人类传播活动带来一次飞跃。被称为继报纸、广播和电视之后的“第四媒体”的网络,在新闻传播和舆论形成中,改变了传统媒体的传播格局,无可争议地赢得了自己的独特地位。而网络社区作为一种广大普通网民言论传播的有效载体和平台,代表着草根文化潜在的巨大价值和影响力,已经在传播活动中扮演着越来越重要的角色,社区化无疑已经成为网络发展的一种必然趋势和趋于成熟的发展模式。网络社区因具有虚拟性、隐匿性、开放性、互动性、独立性、快捷性等特征,成为舆论传播最为活跃和集中的特殊场所。在网络社区这个公共的话语空间中,网民可以完全超出现实生活的物理空间来展开各种密切和频繁的交往,可以畅所欲言地表达自己的意志和愿望,可以根据不同的兴趣、专业或关注对象而利用讨论的形式结成新的“群体”。网络社区似乎成为一种前所未有的自由开放的话语场所。但真正的自由是使得舆论能够有效传播,使得真正的民意能够传达。那么,网络社区究竟是如何扮演这一传达角色的。在其传播过程中,何种因素又在多大程度上制约和影响着舆论传播的过程和效果等等。本文从网络社区的发展概况和网络社区的特点等基本问题出发进行梳理和归纳。文章根据传播学的相关理论,对网络舆论传播环节进行系统的探讨,其中包括网络舆论的传播特点、传播规律、传播模式,网络舆论传播对传统理论的颠覆和挑战等等。并选取天涯社区为个案进行分析探讨,探索网络社区在舆论传播过程中的一般规律、特点及相关受制约因素以及舆论在网络社区这个平台上的形成过程及传播程度和效果等。旨在归纳探讨出网络社区舆论传播的相关规律和特点,为有效控制和引导网络舆论传播提供依据和方法,使得网络社区能够充分发挥好舆论引导和舆论监督的作用。更多还原

【Abstract】 Every time the change and the evolution of the media will bring a leap to human communication activities. The Internet, which becomes "the fourth media" after the newspapers, radio and television, changes the pattern of traditional media and indisputably won its own unique position during the formation of the news media and public opinion. And as an effective carrier and platform for a vast number of ordinary users to spread their opinions, the network communities, which represent a tremendous value and potential influence for the grass-roots cultural, has been playing an increasingly important role in the communication activities, and undoubtedly, the community-based networks have become an inevitable trend and a matured development model.Because of its characters of virtual, occult, open, interactive, independence, speed etc, the network communities become the focus and special places for public opinons’ dissemination. As a public discourse space, the network communities, in which the users can start a variety of close and frequent exchanges beyond the physical space in real life, freely express their will and desire, and form new "groups" based on different interest, professional or concern by the way of discussion.Network community seems to become an unprecedented place for free and open discourse, but the real freedom is to enable dissemination of public opinion to be effectively spread, and public opinion to make a real message. In this case, how the network community to play the role of this message? In the course of its spread, what factors and how long it will affect the process and results of the public dissemination? etc. This paper will sort out and summarize these points from some basic problems of the network community, such as its development profile and its characteristics. According to the relevant communication theories, this article will discuss the details of the network public opinion’ dissemination, including the spread characteristics of the network public opinion, the spread laws, the models of the dissemination, and its subversion and challenges to the traditional theory. In this article, the author select the End of the World Community for case to explore the network communities’ general rules, characteristics and constraints in the process of the public opinions ’dissemination , as well as the public opinion’s formation process on the platform of the network community and its dissemination extent and effects. The purpose of this paper is to explore the relevant rules and characteristics of the dissemination of the public opinion in the network community, provide methods and basis to effectively control and guide the network public opinion’s dissemination, making the network community to fully play the role of guidance and supervision of the public opinion.更多还原