新形势下高校舆情特点及应对策略

以北大为例，分析了新形势下高校日益成为舆论焦点、负面舆论大大增多、校园舆情更加复杂等舆论环境的变化趋势，针对高校如何应对舆论环境变化、营造健康的舆论环境提出了对策：高校要进一步畅通民意反映渠道，建立和完善民意表达机制；需从加强自身建设和搞好对外宣传两方面来塑造自身形象；优化社会舆论环境，发挥校园媒体优势，掌握舆论主动权，努力提供校园舆论发展的“参考系”；客观审视来自外界的负面舆论，积极回应舆论环境并与其良性互动；规范网络舆论行为，实施新闻发言人制度，构建和谐的校园舆论环境。

New Features of the University Public Opinion Environment under the New Circumstances and Some Suggestions

As institutions of higher learning have cumstances, unfavorable opinions of colleges and become the focus of the public opinion under the new cir-universities have been produced constantly and the campus opinion environment has become increasingly complicated. The present paper, taking Peking University as an example, analyses the trend in the change of the opinion environment and suggests some measures to deal with the change so as to build a healthy opinion environment. First, an opinion-receiving system should be estab- lished to make the public opinions accessible; second, a good self-image should be created by improving and publicizing the school itself; third, efforts should be made to offer a reference frame for campus opinions by optimizing the social opinion environment, exploiting the advantages of campus media, and taking the initiative in directing the public opinion; fourth, an objective investigation of the negative opinion should be made and virtuous interaction with the public should be generated by making active responses to the opinion environ- ment; fifth, a harmonious campus opinion environment should be built by standardizing the network opinion- expressing acts and adopting the news spokesman system.