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新媒体时代的高校舆情呈现出传播速度更快、传播范围更广的特点,而高校的“去社会化”特征,特有群体价值共鸣性使高校网络舆情特征区别于普通的社会舆情。同时,“草根意见领袖”的核心效应更对高校网络舆情的发生、发展、走向起到至关重要的作用。因此笔者从大学生作为未来社会精英的社会参与感、从众意识、以及新媒体针对大学生群体的潜意识引导及新媒体匿名制度探讨了新媒体时代的高校舆情成因,提出舆情引导机制的监理需要把握回应网络舆论的最佳时机、网络舆情引导宜疏不宜堵、培养“意见领袖”及打造高校符合社会发展价值观的舆情土壤等新媒体时代高校的网络舆情引导方式。
Public opinion in colleges and universities in the era of new media shows the characteristics of faster dissemination and wider dissemination of information. However, the characteristic of “going to the society” and the resonance of the value of unique groups in colleges and universities make the characteristics of network public opinion in colleges and universities different from ordinary public opinions. At the same time, the core effect of “grassroots opinion leaders ” plays a crucial role in the occurrence, development and orientation of online public opinions in higher education institutions. Therefore, the author discusses the causes of public opinion in colleges and universities in the new media era from the sense of social participation, the public awareness of undergraduates as the future social elite, the subconscious guidance of new media for college students and the new media anonymity system. It is suggested that the supervision of public opinion guidance mechanism should grasp the network of response, The best time for public opinion, the network public opinion should be guided should not be blocked, to cultivate “opinion leaders ” and build public opinion in line with the social development values of colleges and universities and other media era of new media era network of public opinion guidance.