新媒体技术的发展使我国的舆论环境发生巨大变化，舆论引导成为新的难题。通过对新媒体技术带来的网络舆论传播特点、舆论场新变革的六大表征进行深入分析，认为当前网络舆论引导重在重塑和把握三个中心，即以意见领袖为主的舆论主体中心、以重要大型网站为主的传播中心和以平等常态对话为主的交流中心。由此归纳出新媒体环境下的三种舆论引导模式，通过主动性舆论引导进行价值释放；通过监测性舆论引导进行把关监测与控制；通过被动性舆论引导进行危机应对与公关。当下的新闻舆论引导需要传统媒体先行，以公信力和权威性立足，利用完备专业的新闻生产系统，根据不同媒体特点，发挥其传统的社会批评功能，在舆论引导中因地制宜，主动探察舆论，制定和不断跟进改变引导策略，充分利用媒体网站进行配合，捕捉舆论，进行互动；以公开及时的信息传递和肯定的态度消除信息不确定性；针对舆论规模和发展态势，以不同程度、不同方式的适当引导，纾解矛盾，稳定社会。%T he dramatic changes in the consensus milieu caused by the development of the new media technologies have created a dilemma of consensus guidance .Based on the analysis of the six characteriza‐tions of the mass media network features and transformations brought about by the new media technolo‐gies ,this paper pointed out that the current network consensus guidance should be rebuilt three centers , namely ,subject centers dominated by the public opinion leaders ;dissemination centers charged by the large websites ;communication centers based on equal and normal dialogues .Correspondingly three modes are al‐so concluded:the initiative mode to guide value release ;monitoring mode to control and check on ;passive mode to deal with the crisis response and public relations .The current consensus guidance should also uti‐lize the credibility ,authority and social criticism of the traditional media to capture public opinions and de‐liver timely information in appropriate guidance modes according to different situations to eliminate the un‐certainty and alleviate the conflicts for keeping the social stability .
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