“谣言事件”与舆情管控——论谣言事件过程中政府媒体的舆情引导策略

"谣言事件"的发生发展与政府和媒体有着密切的关系:前瞻性宣传的消极化倾向为谣言的滋生提供了条件;谣言事件发生过程中相关部门举措失当会加剧危机态势扩大;谣言平复后缺乏有组织的、系统化的反思和教育。对"谣言事件",需要政府和媒体高效互动:建立危机宣传预警机制,做好"防谣"、"辟谣"预案;将媒体联动和政府举措相结合,畅通信息沟通渠道;积极及时组织舆论开展系统讨论和反思,培育民众的理性素质。同时,由于自媒体在信息传播方面有着实时性、简化强化性和灵活性等特点,政府和媒体还要积极发挥互联网特别是"自媒体"在舆论引导中的作用:要完善自媒体信息传播的法律法规;积极开设并良好维护官方自媒体平台,构建新型信息传播渠道;重视网络"意见领袖"的作用。

"Rumor Event"and Control of Public Opinion-On Government and Media's Leading Strategy of Public Opinion during the Rumor Events

The occurence and development of ＂ Rumor Events＂ is closely related to the government and media： the negative tendency of prospective propaganda provides conditions for breeding rumors; the relevant de- partments＂ falses will aggravate the crisis situation in the process of expanding; there is not enough systematic re- flection and education after the rumors. In dealing with ＂ Rumor Events＂, it is necessary for government and media to take some efficient measures： establishing crisis early -warning mechanism to plan the publicity; combi- ning government initiatives and the media interaction to channel communication; actively organizing public discus- sion and reflection to cultivate rational quality of the people. At the same time, the government and the media shall fully use the Internet in terms of the characteristics of We - Media： perfectly making laws and regulations on infor- mation dissemination; actively establishing and maintaining official media platforms; attaching more importance to the ＂ opinion leaders＂ on the network.