新媒体环境下高校负面网络舆情传播特征和路径研究.docx

新媒体环境下高校负面网络舆情传播特征和路径研究 摘 要：随着信息技术的迅速发展，互联网作为继报纸、广播、报纸之后的重要信息媒介，对当前的媒介格局、信息传播和舆论表达产生了颠覆式影响。近年来，由于智能手机的普及和互联网络设施的不断完善，公众利用网络表达思想、发表观点的热情高涨，以微博、微信、手机客户端为代表的新媒体已经成为主要的意见交换和信息传播平台。 网络舆情可以直接反映社会公众对于热点事件的不同看法，通过网络快速、裂变、互动式传播，舆情的影响范围更加广泛。 高校网络舆情是高校人员通过互联网表达个人思想、诉求个人利益所表现的网络行为，是网络舆情在高校的延伸和体现。然而，网络上的不良信息包括网络暴力、网络过度娱乐、网络谣言等可能对高校师生产生负面影响，影响社会稳定。当社会大众不断尝试运用网络来表达态度、情感和意见时，群体的力量迅速增强。这就需要有关部门重视舆情的预警、收集、研判和处理，以维护涉事单位或个人的信誉，促进社会健康发展。 关键词：新媒体；高校；负面网络舆情；信息传播 Abstract with the rapid development of information technology, the Internet, as an important information medium after newspapers, broadcasting and newspapers, has had a subversive impact on the current media pattern, information dissemination and public opinion expression. In recent years, due to the popularity of smart phones and the continuous improvement of Internet facilities, the enthusiasm of the public to use the network to express ideas and opinions is growing. New media represented by microblog, wechat and mobile clients has become the main platform for exchange of views and information dissemination. Internet public opinion can directly reflect the different views of the public on hot events. Through the rapid, fission and interactive dissemination of Internet, the impact of public opinion is more extensive. University network public opinion is the network behavior that university personnel express personal thoughts and appeal for personal interests through the Internet. It is the extension and embodiment of network public opinion in universities. However, the bad information on the Internet, including internet violence, Internet excessive entertainment, Internet rumors and so on, may have a negative impact on college teachers and students, and affect social stability. When the public constantly try to use the Internet to express their attitudes, feelings and opinions, the power of the group increases rapidly. This requires the relevant departments to pay attention to the early warning, collection, research and treatment