新媒体语境下的网络舆论：异化、冲击与引导

新媒体构建起一种新型的社会语境和媒介生态，媒介的融合诱发了社会变革，新媒体语境下的网络舆论因而呈现出多种异化与畸变现象，给社会管理带来了冲击与挑战。如何在新媒体语境下有效地引导网络舆论，已经成为社会管理范畴的重要课题。因此，需要通过议程设置重构、完善网络问政机制、加强网络社交管理、规制政府行为失范、提升主流媒体公信力等途径，实现对网络舆论的有效引导，从而促进虚拟社会与现实社会得以健康稳定、和谐有序地发展。

Alienation, Impact and Guidance of Network Public Opinion under New Media Context

New media has formed a new type of social context and media ecology. However, the fusion of media inducing social reform and network public opinion under new media context appears various phenomena of alienation and distortion accordingly. As a result, social management will face various impacts and challenges, such as cycle shortening, more difficulties to distinguish truth from fake, public opinion becoming changeable and misleading public decision making. Consequently, how to guide network public opinion effectively under new media context has become an important subject of social management category. It is necessary to realize the effective guidance of network public opinion so as to further improve the healthy, stable, harmonious and orderly development of modern society through the methods of re-setting agenda, perfecting the network politics mechanism, strengthening the management of social network, regulating the behavior anomie of government itself, improving the public trust for mainstream media.