新媒介技术条件下舆论的生成及其引导—以“厦门PX事件”为例

通过对PX事件中舆论生成与演变过程的分析，揭示出新媒介技术条件下影响舆论传播的一些关键因素，认为风险信息的公开是引发舆论争议的起点．而传统媒体在政府严格控制下的失语与噤声则反而激化了网络舆论，引发公众对政府的不信任情绪，进而推动了情绪、话语舆论向行为舆论的转变。为此，政府在引导舆论的过程中必须积极关注网络舆论，采取“疏”而非“堵”的沟通方式，与公众进行公开、坦诚、平等的对话与协商，树立可信赖的政府形象，方能有效引导舆论。

Birth and Guidance of Public Opinions in New Media Technology: A Case Study of Xiamen PX Event

By analyzing the birth and development of public opinions in “Xiamen PX Event”, this paper probes into the key factors that influence the dissemination of public opinions. It holds that the openness in the release of risky information plays a vital part, for it is often regarded as the focus of public opinions. The silence and aphasia of the public as a result of the traditional media, which are under the government＇s strict control, more often than not in- tensify the voicing of public opinions on the Internet. Moreover, the strict control plunges the government into a crisis of trust from the public. In order to avoid this, the government should pay attention to public opinions on the Internet, give people proper ways to express their opinions and talk to them in a frank and honest way. Only in this way can the government build a trustworthy image and guide public opinions effectively.