碎片化网络舆情下主流意识形态话语权探析

意识形态话语权是社会思潮中引导民心、决定社会舆论走向的能力。网络技术的扩展、网络社会的民粹化走向及个别地方意识形态工作的虚化、弱化、仪式化,导致碎片化网络舆情逐渐占据社会舆情场,甚至出现主流意识形态被碎片化网络舆情“牵着走”的混乱局面。泛滥的网络舆情催生“鸡毛蒜皮效应”、“长尾效应”“羊群效应”“晕轮效应”和“尺蠖效应”,加剧了主流意识形态丧失话语权的风险。网络时代建构主流意识形态话语权已迫在眉睫,需要增强意识形态吸引力、提高网络空间治理能力、控制舆情事件并进行专业化处理、加强网络舆情有效预判和政策的合理统筹等。

Analysis of the Causes and Resolutions of Ideology Guidance Led by Fragmentedly Net-Mediated Public Sentiment

Ideological discourse power is the ability to guide the people’s mind and determine the direction of public opinion in social thoughts.At present,the expansion of network technology,the trend of populism in the network society and the virtual,weakened and ritualized ideological work in some local areas have led to the fragmentation of network public opinion gradually occupying the social public opinion field,and even the chaos that the mainstream ideology is led by the fragmentation of network public opinion.Meanwhile,the overflowing network public opinion promotes the“trivial effect”,“long tail effect”,“herding effect”,“halo effect”and“inchworm effect”,which further aggravates the risk of losing the discourse power of the mainstream ideology.Therefore,it is urgent to further construct the discourse power of the mainstream ideology in the network era,which requires simultaneous efforts from many aspects,such as enhancing the ideological attraction,improving the governance ability of the network space,controlling and professionalizing public opinion events,strengthening the effective prediction of the network public opinion and the reasonable coordination of policies.