我国政府应对网络新媒体意见领袖的方式变革及评析

随着微博等新媒体的发展,网络新媒体意见领袖在公共事件中的影响力不断加大,对青年群体的影响更加广泛、深刻,对政府的危机公关提出了更多挑战。我国政府在应对网络新媒体意见领袖方面,大致上先后经历了放任不管、积极参与和规范秩序三个阶段。以微博意见领袖为例对几种有代表性的政府应对方式的研究认为,政府在公共事件中应对意见领袖时,必须要求各级官员更新思想观念,确立有针对性的领导体系,建立微博舆情的分析机制、引导机制和管理机制,并完善相关法律法规。

The Change of Our Government’s Response to the Opinion Leaders of the New Network Media and the Review

With the development of the new media like micro-blog and so on, the opinion-leaders of the new network media have more and more influence on public events. They have more extensive and profound impacts on youth group as well which put forward more challenges to the crisis public relations of government. Our government has experienced three stages which are laissez faire, active participation and the standard order in response to the network of new media opinion-leaders. This paper takes the opinion-leaders of the micro-blog as an example, analyzes and summarizes several representative ways of the government response. Besides, it raises some policy suggestions to improve the behavior in response to opinion-leaders in public events from the following three perspectives, establishing management system, consummating the guide mechanism and improving the laws and regulations.