摘要
近年来,数字化社会不断推进,互联网环境的变革对当下的网络舆情治理提出新的要求。本研究以协同治理理论为基础,选取“爱奇艺倒奶视频事件”作为案例,通过文本分析和社会网络分析方法对该事件中官方机构/部门、企业组织、官方媒体、意见领袖和普通网民五类治理主体进行信息传播特征分析和协同效应研判。研究发现:在参与时间上,五类主体初期形成了较明显的协同效应,但并未贯彻始终。在内容主体上,各主体关注点表现出较高的一致性,但缺乏个体特色优势。在传播影响力上,官方媒体和意见领袖的作用和交互关系尤为明显,官方机构/部门则处于影响力弱势地位。因此,在网络舆情协同治理过程中,需要进一步考虑主体参与时间机制、参与程度平衡以及特色定位问题。
In recent years,with the development of digital society,the change of the Internet environment has gave new requirements for Internet public opinion governance.Based on the collaborative governance theory,this paper selected the event of“iQIYI milk pouring video”as a case,which used text analysis and social network analysis method to analyze information dissemination characteristics and collaborative effect of 5kinds of participants:the official institutions/department,the enterprise,the official media,the key opinion leaders and the ordinary Internet users.The results show that:in terms of participation time,the five types of participants formed obvious collaborative effect in the early stage,but did not carry out all the time.In terms of content,the main focus of each type shows a high consistency,but lacks the advantages of individual characteristics.In terms of influence,the interactive relationship between official media and key opinion leaders is particularly obvious,while official institutions/departments are in a weak position.Therefore,in the process of collaborative governance of online public opinions,it is necessary to consider the subject’s participation time mechanism,the balance of participation degree and the position of characteristics.
作者
顾洁
高雨薇
Gu Jie;Gao Yuwei
出处
《中国新闻传播研究》
2022年第5期50-66,共17页
China Journalism and Communication Journal
基金
国家社科基金一般项目《协同治理视角下互联网企业信息管理社会责任缺失与重塑研究》(项目编号:20BXW081)
国家社科基金重大招标项目《我国青少年网络舆情的大数据预警体系与引导机制研究》(项目编号:20&ZD012)的阶段性成果
关键词
协同治理
网络舆情治理
信息传播
主体特征
互联网治理
collaborative governance
internet public opinion governance
information dissemination
subject characteristics
internet governance
作者简介
顾洁,中国传媒大学电视学院教授,博士生导师;高雨薇,中国传媒大学媒体融合与传播国家重点实验室互联网信息专业2020级硕士生。
