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突发公共事件中的跨场域综合舆论研究
中文摘要

中国社会处于转型期,各类型突发公共事件频发,引发政府、媒体和公众的密切关注和舆论热议。随着互联网和Web2.0技术的发展,传统媒介体制下的官方舆论场迎来新的发展机遇与挑战,新媒介赋权下的民间舆论众声喧哗成为常态。在此背景下,本文将研究视线投向中国社会的舆论场域,提出以下核心研究问题:(1)中国社会的舆论场域是如何形成与发展的?(2)现阶段中国社会舆论场域的构成与信息传播特征如何?(3)现阶段中国社会舆论场域之间的关系如何?为了解答这些问题,本文由历史出发,立足现实社会场景,选择2015年“天津港8·12特大爆炸事故”作为典型案例,综合应用内容分析法、文本分析法等研究方法,并结合社会调查数据,在突发公共事件的情境下对中国社会的舆论场展开研究,在现状描述的基础上注重跨场域的对比分析和互动研究,以期在理论、方法和应用层面有所贡献。 首先,本文对上述核心研究问题所涉及的基本概念——突发公共事件、舆论、舆论场进行界定,从场域理论的视角出发,结合中国转型期社会情境,对中国社会舆论场的形成与发展历史进行梳理,再次确认了现阶段中国社会官方与民间“两个舆论场”并存的基本舆论格局,并在二元对立的基本框架下,提出中国社会舆论场域出现官方舆论场扩张、民间舆论场分化的新特征。 接下来,本文针对中国社会的多元舆论场进行现状研究,主要分为两个部分:一是对官方舆论场中参与主体——政府和主流媒体在突发公共事件中的信息发布和新闻报道特征进行研究,二是对民间舆论场中显性的自媒体舆论和潜在舆论的传播规律进行研究。在现状描述的基础上,本文基于拉斯韦尔的“5W”传播模式,从舆论场参与主体、信息传播环境、信息传播形式、信息传播内容、信息传播效果等维度建立跨场域综合舆论研究指标体系,对官方舆论场和民间舆论场进行异同剖析,研究发现两个舆论场在上述维度存在差异,两个舆论场在时间、议题和情感上都存在错位现象。 尽管官方-民间对立结构在舆论场域中客观存在,但两个舆论场具有互动的基础。研究发现两个舆论场之间目前存在的互动机制主要有二:一是官方舆论场对民间舆论场的引用与回应机制,二是民间舆论场对官方舆论场的反馈与倒逼机制。两种互动机制在某种程度上具有首尾相接的连贯性,处于一种循环往复之中。 最后,本文归纳了中国社会多元舆论场域下突发公共事件舆论引导所面临的挑战,总结了舆论场域中的参与主体——政府、媒体、公众的角色嬗变过程,提供了突发公共事件舆论引导的可行路径,构建了突发公共事件舆论预警机制、调控机制、互动机制与长效修复机制,共同构成突发公共事件舆论引导策略。 关键词:突发公共事件,官方舆论场,民间舆论场,互动机制,舆论引导

英文摘要

In recent years, China has been in a period of social transition. The imbalance of economic development and the redistribution of social interest relations have intensified conflicts in Chinese society. Public emergencies caused by social conflicts occur frequently, and with economic development, people's sense of crisis has increased. Thus, some types of public emergencies receive a lot of attention by the media and the public. The rapid development of the Internet and Web 2.0 has promoted the expansion of the public opinion field, from offline mouth-to-mouth conversations to cyberspace, particularly on "We Media". As a result, th official opinion field under the control of Chinese traditional media system is confronted with the brand new opportunities and challenges. In this context, this paper will study on the opinion fields in Chinese society and put forward the following core research questions: [1] How does the opinion fields in Chinese society form and develop? [2] Nowadays, What is the composition of the opinion fields in China and What are the characteristics of them?(3)What is the relationship between different opinion fields in Chinese society? In order to answer the above questions, this paper concentrated on the opinion fields during public emgerncy events in China. First, we started our study from the history and based on specific social situation. Then, we taked "Tianjin Explosions" on August 12th, 2015 as an example and applied content analysis, text analysis and some other methods. In this study, comparing with descriptive study, we pay more attention to comparative analysis and interactive research, expecting to make a contribution to the relative theory, methods and application. First of all, we defined the basic concepts involved in this paper, including public emergency events, public opinion and opinion fields. From the perspective of field theory, we sorted out the history of the formation and development of opinion fields in China. Then we put forward that there are two opinion fields in China, i.e. the public opinion field and the official opinion field. Moreover, China's opinion fields presented some new features, such as diversification of participants and information communication channels. In the following, we studied on the current situation of the public opinion field and official opinion field, which is divided into two parts. First, we studied on the characteristics of information release by the participants of official opinon field, i.e. the government and mainstream media. Second, we studied the law of transmission in the public opinion field, both online and offline. Based on the "5W" transmission model proposed by Laswell, we established a cross -field comprehensive research system, consisting of five dimensions: subject, timeliness, channel, content, effect. Through the comparative study of the official opinion field and the public opinion field, we found that there are differences between the two opinion fields in the above dimensions.Generally speaking, the official opinion field and the public opinion field are different on time, issues and emotions. The study found that there are two interactive mechanisms between the public opinion field and offical opinion field. One is the "Reference and Response Mechanism” from the official opinion field to the public opinion field,and the other is the “Feedback and Counteraction Mechanism” from the public opinion field to the official opinion field. Finally, we summarized the challenges of public opinion guidance during public emergency events. Then we provided the strategy for public opinion guidance during public emergencies from the following aspects. First, we summed up the multiple participants of the public opinion field and official opinion field, which are the government, the media and the public. Second, we provided several feasible paths for public opinion guidance during public emergency events. Third, we constructed the public opinion early warning mechanism, the control mechanism, the interaction mechanism and the long-term repair mechanism during public emgerncy events. KEY WORDS: public emergency events, official opinion fields, public opinion fields, interactive mechanism, public opinion guidence

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