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摘 要：新媒体时代，微博的兴起与迅速发展，不仅使整个社会的信息传播进入一个微时代，更使我们进入一个自媒体时代。在微博传播中，受众不仅是信息的接受者更是信息的发布者，且微博传播的及时性给信息内容的把关造成了很大压力，而微博又以其信息的海量性、受众的广泛性，深受民众的青睐，对我国的舆论环境产生了很大影响。但目前微博所发布的信息良莠不齐，很大程度上对我国的舆论产生了误导，因而，探析微博舆论的引导现状、微博舆论引导产生问题的原因，客观、理性地认识微博舆论引导的双重性，进而有针对性地提出改变我国微博舆论引导误区的措施，对构建我国健康、良好的舆论环境，推动我国和谐社会的建设有较大的实际价值和意义。4461
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关键词：微博；舆论引导；策略
Study on Strategies for Guiding Public Opinion on Microblog
Abstract: In the era of new media, thanks to the rapid rise and development of microblog, the dissemination of information in the whole society not only becomes into a micro one, but also enables us to enter a fire-new self-media age. When the information is spread via microblog, participators are recipients as well as publisher of the information. Due to the timeliness of microblog spreading, the check and control on the information contents are quite difficult. In addition, there are huge amounts of information with a wide range of audiences in the microblog world, which is welcomed and appreciated by many people; therefore microblog has a significant impact on the environment of public opinion in our country. However, the good and the bad are intermingled at the same time in microblog information, hence possible misleading the public opinion. Thus, it is important and meaningful to analyze the current situations of strategies for guiding public opinion on microblog, and then summarize the reasons of emerged problems caused by the guiding. Based on this analysis, the duality of guiding strategy should be objectively and rationally recognized. Therefore we can put forward more efficient strategies and methods to eliminate the misleading of public opinion, and then establish a health and favorable environment of public opinion to improve the construction of the harmonious society in China.
Key Words: microblog;guiding public opinion;strategy
目 录
摘 要 1
Abstract 1
一、微博舆论引导的影响 2
（一）微博舆论引导的积极效应 2
（二）微博舆论引导的负面影响 4
二、微博舆论引导产生问题的原因 6
（一）微博机制不完善 6
（二）传统媒体舆论引导缺位 6
（三）微博受众从众心理严重 7
三、加强微博正面舆论引导的策略 8
（一）重视“把关”职能，强化“议程设置” 8
（二）培养舆论领袖，完善新闻发言人制度 9
（三）加强道德自律，理性不盲从 10
（四）加强多元合作，构建舆论引导体系 11
参考文献 14
微博舆论引导策略探析