新媒体环境下舆论的表达与引导

舆论作为重要的社会力量，对社会政治、经济、文化等各个方面产生着深远的影响，而且这种影响力的发挥受传播渠道的制约。新媒体的迅速发展，使舆论的表达和影响机制发生了很大变化。新媒体数字化和互动性的本质特征对新媒体环境下舆论的表达方式、传播机制、呈现方式等方面产生了深刻的影响，新媒体环境下舆论的影响力与传统媒体环境的影响力也有很大的不同。为了更好地发挥舆论的社会影响力，应采取积极措施，建立健全舆论发挥作用的社会机制。

The Expression and Guidance of Public Opinion under the Environment of the New Media

Public opinion is always considered as a critical social power.It bears and exerts great influences on every aspect of social politics,economy and culture.What is more,the exertion of these influences is restricted by communication channels.The rapid development of new media has brought about great changes upon the mechanism of public opinion expression and their influences.The essential characteristics of the digitalization and interaction of the new media have exerted profound impacts upon the manner of public opinion expression,the transmitting mechanism,and the way of its representation under the environment of the new media.Its influences are quite different from those of the traditional media.In order to bring into full play the impacts of public opinion,positive and active methods are to be taken so as to construct a sound social mechanism to guarantee the implementation of public opinion.