论文总字数：21351字

摘 要

在web2.0时代，以微博、微信为主的社交平台渐渐成为民意的聚集地，当有突发性群体事件发生时，这些新媒体平台便成为了社会舆论的放大器和发酵皿。从社会发展的大背景来看，目前我国正处于社会改革的攻坚阶段，社会不稳定因素常在，这就导致社会上不断发生突发性群体事件。

不同于传统媒体时代相对封闭的舆论环境，在新媒体技术的加持下，民间舆论逐渐占据社会主流舆论场，民众运用新兴的技术手段抢占危机舆论发声的前端，这在一定程度上表达了民意的同时，也由于民众自身专业性的限制和情感取向的过滤，他们不理性的发声难免会在网络环境中造成“真相”传播的堵塞。如何制定自媒体的使用标准、利用自媒体为舆论引导提供传播路径，以及政府在舆情危机面前如何进行有效的舆情治理都是急需处理的问题。

本文运用案例分析法和内容分析法，以江苏金湖疫苗案为例，充分梳理了”金湖疫苗案”的发生、发展过程，在分析过程中得出了“金湖疫苗案”中政府进行舆情治理的较为成功的经验。但在案例细化研究中也发现了政府在舆情治理时存在的共性问题，如政府长期处于管控地位、舆论引导的手段较为单一等。本文在详细分析了问题后提出了具有针对性的解决方案，从政府、媒体、民众三主体出发，认为政府要提高危机意识、多进行预判性研究，同时也要督促媒体从业者严守新闻行业的规则、培养职业道德，最后要多引导公众培养媒介素养。

关键词：新媒体 政府舆情治理 金湖疫苗案

Research on Government Public Opinion Management of Sudden Group Incidents in the Background of New Media----Taking Jiangsu Jinhu Vaccine Case as an Example

Abstract

In the era of web2.0, the social platforms based on Weibo and WeChat gradually became the gathering place of public opinion. When there were sudden group incidents, these new media platforms became the amplifiers and fermenting dishes of public opinion. Judging from the background of social development, China is currently at the stage of the social reform, and social instability is often the case, which leads to sudden and sudden group events in the society.

Different from the relatively closed public opinion environment in the traditional media era, under the blessing of new media technology, folk public opinion gradually occupied the mainstream public opinion field. The public used emerging technology to seize the front end of the crisis public opinion, which expressed the public opinion to some extent. At the same time, due to the restrictions of the people's own professionalism and the filtering of sentiment orientation, their irrational voice will inevitably lead to the blockage of the "truth" spread in the network environment. How to develop standards for the use of the media, the use of the media to provide a path for public opinion guidance, and how the government to conduct effective public opinion governance in the face of public opinion crisis are urgently needed to be addressed.

This article uses the case analysis method and content analysis method to take the Jiangsu Jinhu vaccine case as an example, fully combing the occurrence and development process of the “Jinhu Vaccine Case”, and obtained the “Jinhu Vaccine Case” in the process of analysis. A more successful experience of public opinion governance. However, in the case study, the common problems that the government has in the case of public opinion governance are also found, such as the long-term control of the government and the single means of public opinion guidance. After analyzing the problem in detail, this paper proposes a targeted solution. From the three main bodies of the government, the media, and the public, the government believes that the government should raise the awareness of crisis and conduct more prejudging research. At the same time, it must also urge media practitioners to strictly abide by the news industry. Rules, training professional ethics, and finally to guide the public to cultivate media literacy.

Keywords:New media;Government public opinion;Governance;Jinhu Vaccine Case

目录

摘要 I

Abstract II

一、绪论 1

（一）研究背景 1

（二）研究目的 2

（三）研究意义 3

（四）研究方法 4

1.案例分析法 4

2.文献研究法 4

二、相关概念界定及理论基础 5

（一）相关概念界定 5

1.新媒体 5

2.突发性群体事件 5

3.政府舆情治理 5

（二）理论研究 6

1.拉斯韦尔“5W”模式 6

2.危机公关“5S”原则 6

三、 新媒体背景下政府舆情治理的研究综述 8

（一）我国研究成果 8

（二）国际治理经验 10

四、从“金湖疫苗案”看新媒体背景下的政府舆情治理 11

（一）“金湖疫苗案”案件回顾： 11

1.发现问题：民众揭露，大V助推 11

2.舆情发酵：传播迅速，谣言兴起 11

3.政府治理：有条不紊,查罚并举 12

（二）“金湖疫苗案”实时舆情数据体现 13

（三）“金湖疫苗案”中舆情治理值得借鉴的经验 14

（四）“金湖疫苗案”中政府舆情治理存在的问题 15

1.回应时间：不及时 15

2.回应原因：舆论压力 15

3.如何回应：避重就轻 15

4.回应途径：传统单一 15

5.对谁回应：笼统官方 16

6.回应影响：未进行效果追踪 16

五、突发性群体事件的政府舆情治理存在的问题 17

（一） 治理主体： 17

1.与媒体互动不足 17

2.对民众媒介素养重视程度低 17

（二）思维：长期固化于“管”、“控”思维 18

（三）手段：舆情引导手段单一 18

六、新媒体背景下突发性群体事件的政府舆情治理的政策建议 19

（一）媒体：严守行业他律，强化道德自律 19

（二）民众：积极发声，拒绝传谣 19

（三）政府：转变思想，完善法规 19

1、转变管控思想，技术加持治理。 19

2、完善法律体系，强化法律规制。 20

结语 21

参考文献 22

致谢 25

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