有关体育明星的网络舆论的分析－－以姚明为例.docVIP

有关体育明星的网络舆论的分析 ——以姚明为例 □贾静 （北京体育大学传媒系，北京，100085） [摘要] 本文以有关姚明的网络舆论为研究对象，包括网民发表的新闻评论、新闻论坛中的帖子、博客中网民发表的意见等和姚明有关的网络言论。主要采用内容分析的实证研究方法，结合文献资料法和逻辑分析法，借助舆论学的相关理论制定类目标，对有关姚明的网络舆论进行了比较精确的研究和分析。本文主要从舆论主体、舆论客体、舆论本身、舆论的功能、舆论的强烈度、舆论的质量、舆论的惯性、舆论的张力等几个方面，细致考察了有关姚明的网络舆论。研究就关姚明的网络舆论的宏观特点、微观特点和演化特点三个层面的展开分析，最后得出有关姚名的网络舆论的特征是：舆论演化是散点扩张而不是衍化；姚黑姚蜜现象的产生是由于几项稳定的固定偏见；有关姚明的舆论受固定成见的影响小，受新闻文本的影响比较大。本文根据这些特征，从舆论引导的角度，提出了对有关姚明的网络舆论进行引导，应该通过控制新闻文本的表述方式进行。由于有关姚明这样的体育明星的舆论，尽管理智程度不高，但是其舆论的张力很小，而且并没有明显的危害社会、扰乱世道人心的内容，所以除了对新闻文本进行调控之外，可以尽量减少对其进行人为调控，使网民可以通过网络舆论的情绪宣泄作用减缓内心的压力，让网络舆论更好地发挥其社会心理“安全阀”的重要作用。 [关键词]姚明；网络舆论；舆论特点；舆论引导 An Analysis on the Network Public Opinion about the Sports Stars Abstract: The objective of this article is the network public opinions about Yao Ming，including The news commentaries of the network user，the card of the news form, the opinions of the weblog. By making use of method of empirical research, literature material method and logic analysis, the article studied the network public opinions on the main body, the object, the public opinions, the function, the intensity, the quality, the inertia, the tension. The article found the characters on the macro aspect ,microcosmic aspect and the evolvement aspect . The conclusion is that the evolution of the public opinion is dispersing and expanding ,but not evolving. The phone of Yao-hate and Yao-honey is a result of several stable fixed prejudices; the influence of the fixed the prejudice on the public opinion about Yao Ming is smaller than the influence of the news text. According to these characteristics, the article believed that the guidance to the network public opinion concerning Yao Ming should be through the controlling news text indication way. The network public opinions concerning Yao Ming have low tension and have no content of harming society or disturbing the manners and morals of the time, We shou