网络舆情热点事件中二元符码的传播框架分析

文章以网络热点事件议程设置的建构为切入点,从传播内容、传播者和接受者三方面探寻网络议程设置二元对峙的符码.其内容主要表现为弱势群体与公权力的对峙,传播者中草根型的舆论领袖与理性交往的背离,以及集体记忆与现实语境的混响,最终发现当下危机应对策略无法深入到文化内涵层面,“公权力德行”重建才是弥合目前矛盾的关键所在.

On the Communication Framework of the Binary Codes in Hot Events of Internet Public Opinion

In the perspective of agenda-setting construction of hot events on Internet,this article is intended to inquire the binary codes from dissemination content,disseminator and receiver.It is characterized with confrontation between grassroots and authority;the deviation of rational spirit to the opinion leader with grassroots background;the reverberation between collective memory and realistic contacts,which proves that the present crisis strategy cannot connect with cultural connotation effect.It comes to the conclusion that ’authority ethic reconstruction’ is the essential element to bridge the present contradiction.