新媒体时代下政府对网络舆情的应对和管理—以微薄热议事件为例

在新媒体日益发展壮大的今天，各种矛盾、问题一经披露往往成为社会与公众关注的焦点。新媒体的快速发展深刻改变了政府生存的舆论环境和条件，以社交网络为代表的新媒体发展势头迅猛，能快速传递各种信息，包括正面的、中立的、反面的，是网络舆情的“制造器”和“放大器”。对此，探索能够适应新技术发展需求的新媒体管理模式，正日渐成为一个全球性的共同话题。国内外对新媒体时代下的对应管理在不断探索。文中结合大量文献资料对我国在新媒体时代下政府对网络舆情的的表现进行分析，并通过探讨对微博热议事件的对应情况，指出我国在此方面中存在的不足与问题。政府应当吸取国内在网络舆情应对与管理的经验，建立和完善一套应对管理服务机制，从而从容应对新媒体的冲击与挑战。

关键词  新媒体；网络舆情；应对
Abstract
Today, the new media has become increasingly stronger. The various conflicts and the problem inside have been disclosed which become the focus of the society and the public. The rapid development of new media has profoundly changed the environment and conditions of the government's survival in terms of public opinion.，Social networks acts as the representative of the rapid development of new media, which transfers all kinds of information including positive, neutral, negative opinions within no time. It is the opinion “maker” and “amplifier” in cyber world. In this regard, exploring a new media management mode to meet the need of the development of new technology is becoming a global topic. People all over the world are trying to exploring the corresponding management in this new media age. Based on a large number of literatures, the government’s attitude towards the public opinion on the network in the new media age is analyzed. Moreover, through the discussion on the phenomenon of the hot item on micro-blog, this thesis points out the problems exist in our country. The government should learn from domestic in the network to public opinion and management experience, establish and perfect a deal with management service system，to calmly deal with the impact and challenges of new media. The government should obtain experience concerning how to handle and manage the public opinion on the net work, then establish and perfect a management service system in order to calmly deal with the impact and challenges of new media.

Key words：  new media  network of public opinion  reply

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