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当前移动端媒体作为一种新兴信息传播平台,开始在社会秩序构建中占有越来越重要的地位。就目前的情况来看,微信、微博和各种信息类APP已经成为了除传统媒体外使用最为普遍、广泛的舆论管道。由于它们本身的发布便捷、社交属性高,从而决定了这一舆论场域具有隐形传播和去中心化的传播特征。在这些信息的传播过程中,具有明显的对耸人听闻内容的偏好,同时具有鲜明的情绪化反应和标签化思维倾向,如果把握不当,极易造成谣言的大面积传播,出现所谓“真相还在穿鞋,谣言已行千里”的状况。这就不仅需要我们加强对这一舆论场域的管控,且需要把握它的生成与传播规律进行及时有效的疏导和引导。本文尝试结合移动端舆论的生成、流动、发酵、扩散的现象研究,对其传播特征以及引导策略进行深入的分析和探讨。
As a new platform for information dissemination, mobile media nowadays occupy an increasingly important position in the construction of social order. In the current situation, WeChat, Weibo and various information APPs have become the most widely used and widely used public opinion media in addition to traditional media. Due to their convenient publishing and high social attributes, this media field has the characteristics of invisible communication and decentralization. In the process of the dissemination of these information, there is a clear preference for sensational content as well as a distinct emotional reaction and a tendency of labeling. If mishandled, the spread of rumors can easily lead to the spread of rumors. The truth still exists Wearing shoes, rumors have been thousands of miles "status. This requires not only that we strengthen the control over this field of public opinion, but also need to grasp and guide the law of its formation and transmission in a timely and effective manner. This paper attempts to combine mobile terminal public opinion generation, flow, fermentation and proliferation of phenomena, the characteristics of its communication and guidance strategies for in-depth analysis and discussion.