当前中国正处于经济社会发展转型期,有关“三农”问题涉及面广,其重要性、复杂性不言而喻.而随着互联网等信息技术的发展,庞大的网络用户群体、丰富的互联网应用和活跃的网络社交已形成了虚拟社会.笔者基于网络传播技术特质探讨了“三农”问题在虚拟社会的舆情传播特点,认为①“三农”问题相关利益诉求,是现实社会人的民意抒发,是公民高度参与社会活动的表现,对社会发展起到了积极的促进作用.②事关弱势群体的一些事件,常带有局部性、区域性社会矛盾,它们彼此交织和聚集,通过互联网的传播,常会引发社会情感性围观的公共话题.③网络的高度开放性和多元互动性使得虚拟交互空间容易放大社会问题或歪曲事实,给社会管理带来负面影响.④“三农”问题事关民生容易引发民众的负面情绪或社会恐慌,从而导致暴发式传播.为此提出4点相应社会管理对策:(1)立足“三农”问题的社会现实性,减少负面民意的累积；(2)提高“三农”问题突发公共事件的舆情应对水平,妥善处理网络舆情；(3)建立网络舆情研判机制,辨识异常信息,发现意见领袖,引导舆情传播.(4)把握舆情处理窗口期,对信息的传播进行外部干预.%In current time, China is in transition period of economic and social development, the importance and complexity of issue concerning agriculture, countryside and farmers are self-evident. With information technology development, huge network user groups, abundant internet application and active network communication have developed a fictitious society. The propagation characteristics of network opinions were discussed : ①The related interests appeals of issue concerning agriculture, countryside and farmers is the performance of citizen highly participating social activity, which plays a positive advancing role in social development; ② There are always locality, regionality social contradictions in e-vents related with disadvantaged groups, through network communication, the events may initiate social emotional attention. ;③For pluralism and openness properties of network, the social events would be enlarged and distorted, which will bring negative effects on social management;④Issue concerning agriculture, countryside and farmers would arouse people's negative emotions and social panic. Aiming at the above problems, four corresponding social management countermeasures were put forward:①Lying on social reality, negative emotion accumulation should be decreased;② Network public opinion should be treated properly; ③Establishing network opinion analysis mechanism, distinguishing abnormal thought, guiding opinion propagation;④ External processing on information propagation should be carried out.
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