主流媒体在社会负面新闻引发的网络公共事件中的话语机制探究

新媒体环境下社会负面新闻引发的个案极易导致网民愤怒、焦虑的情绪蔓延，声讨、对抗性意见滋生，从而形成网络热点公共事件。以“唐山烧烤店打人事件”为个案，通过分析《人民日报》、财新网、澎湃新闻三大媒体的微博文本，探究主流媒体应对社会负面新闻话语生产的核心思想与影响机制。研究发现，主流媒体面临网络三重话语主体的挑战，基于社会身份和行动逻辑于博弈中回应鲜明立场，框定核心问题，击破质疑和谣言，对话官方与民众。其话语生产逻辑是以官方话语为基础的“正音”,以法治精神为主题的框定，以“立行”为宗旨的国家形象建构，以协商“共意”为框架的媒介治理。同时，在话语呈现中应把握发声时机的隐喻，警惕单一身份夸大的风险衍化议题，防止共情泛化，从制度、责任和文化内核中凸显共同体意识。

The discourse mechanism of mainstream media in online public events caused by negative social news

Cases caused by negative social news in the new media environment can easily lead to the spread of anger and anxiety among netizens, and the breeding of denunciations and confrontational opinions, thus forming a hot public event on the Internet. Taking the Tangshan barbecue restaurant incident as a case, through the analysis of Weibo texts of the three major media of People''s Daily, Caixin and The Paper, this paper explores the discourse mechanism of mainstream media to channel netizens'' emotions and guide public opinion. It is found that the mainstream media faces the challenge of the triple discourse subject of the Internet, responds to a clear position in the game based on social identity and action practice, frames core issues, dispels doubts and rumors, and dialogues between the official and the public. The logic of its discourse production is based on "being right" above official discourse, the framing of the spirit of the rule of law, the construction of the national image with the purpose of "standing up", and the media governance with the framework of negotiating "common will". At the same time, in the presentation of discourse, we should grasp the metaphorical reference of the timing of the voice, be vigilant against the risk of exaggerating a single identity, prevent the generalization of empathy, and highlight the sense of community from the system, responsibility and cultural core.