网络传播中的舆论引导策略研究

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1、络意见领袖和网络媒体都要面对的现实问题。本文一共分为五部分。第一部分为绪论，包括网络舆论的研究背景与研究目的、国内外文献综述、研究方法和研究思路；第二部分介绍了网络舆论的相关概念；第三部分在拉斯韦尔“5W”传播模式基础上，分析了影响网络舆论的几个主要因素及应对策略，包括现实公共事件、网民、网络媒体和网络意见领袖四个方面；第四部分研究了网络舆论的社会影响及管控策略；第五部分基于以上的研究，从网络舆论形成的几个主要因素着手，提出了减少现实公共事件的突发、提高网民的媒介素养、充分发挥网络意见领袖的积极作用、提高网络媒体的舆论引导力等网络舆论引导策略。通过对这些方面的思考助力减少网络舆论的消极作用

2、，充分发挥网络舆论的积极作用，为提升互联网时代下网络舆论的引导能力提供改进策略。关键词：网络传播；舆论引导；网民；意见领袖；网络媒体opinionspread,networkrumors,networkviolence,thephenomenonsuchastrialcausedbadinfluencetoindividualsandsociety.Someillegalelementsalsousethehotissuetoplayarbitrarily,exaggerate,distortsocialistcorevalues,attackthesocialistsystem,andp

3、oseathreattotheconstructionofaharmonioussociety.TheInternetage,howtocorrectlyguidepublicopinion,tocomprehensiveanalysisontheformationofpublicopinion,manydownovertheInternet,thisistodaythegovernment,theInternet,thenetworkopinionleadersandnetworkmediahavetofacetherealityoftheproblem.Thispaperisdivid

4、edintofiveparts.Thefirstpartistheintroduction,includingtheresearchbackgroundandresearchpurposeofnetworkpublicopinion,literaturereview,researchmethodsandresearchideasathomeandabroad;Thesecondpartintroducestheconceptofnetworkpublicopinion;Thirdpartinras,basedon"5w"communicationmodel,analyzedthemainf

5、actorsinfluencingthenetworkpublicopinionandthecopingstrategies,includingtherealityofpublicevents,Internet,networkmediaandnetworkopinionleadersfromfouraspects;Thefourthpartstudiesthesocialinfluenceandcontrolstrategyofnetworkpublicopinion.;Thefifthpartisbasedontheaboveresearch,fromthenetworkpublicop

6、inionisformedbyseveralmainfactors,putforwardtoreducetherealityofsuddenpublicevents,improvetheInternetmedialiteracy,givefullplaytothepositiveroleofnetworkopinionleaders,improvepublicopinionguidingforceofnetworkmedianetworkpublicopinionguidepolicy.Throughthinkingontheseaspects,wecanhelpreducethenega

7、tiveroleofnetworkpublicopinionandgivefullplaytothepositiveroleofonlinepublicopinion,soastoimprovetheguidanceabilityofInternetpublicopinionintheInternetera.KeyWords:networkcommunication;theguidanceofpublicopinion;