探究“沉默的螺旋”理论与网络传播的关系(英语).docVIP

PAGE 19 Exploring the Relationship between “the Spiral of Silence” and Network Communication Abstract “The Spiral of Silence” is a theoretical hypothesis that describes the formation of public opinion. Mass media create a climate of opinion for the public, and because people are afraid of social isolation, they will take a convergence action on the dominant climate. As a result, the voice of one side is getting louder and that of the other is becoming more silent. On the Internet, it is difficult to exert group pressure on the Internet audience because of the equality, anonymity and freedom from geographical restrictions of the Internet, and the theory also loses its practical significance. This paper starts from the core concept and theoretical hypothesis of “the Spiral of Silence”, and studies the effect of “the Spiral of Silence” on network communication based on the characteristics of network communication. According to the relationship between “the Spiral of Silence” and network communication, “the Spiral of Silence” plays a role in current network communication as before. On this basis, the author proposes three strategies for creating a healthy network communication environment: first, cultivating authoritative opinion leaders; second, establishing new mainstream media and expanding the influence of mainstream values; third, improving the system of gatekeepers. Keywords: “the Spiral of Silence”, network communication, public opinion 探究“沉默的螺旋”理论与网络传播的关系 摘 要 “沉默的螺旋”是一种用于描述舆论形成过程的假设性理论。大众媒体向公众营造出一个意见气候，但出于对社会孤立的惧怕，人们会对优势气候采取趋同行动，这势必将导致一方声音越来越大，而另一方越来越沉默的螺旋式过程。 在网络时代，由于互联网具有平等性、匿名性和不受地域限制的特点。从而导致在互联网上，很难对受众施加群体压力，继而导致了该理论丧失了其现实意义。本文从“沉默的螺旋”的核心概念和理论假设出发，并结合网络传播的一些特点，对该问题进行研究。 在通过探究“沉默的螺旋”与网络传播的关系后，可知晓“沉默的螺旋”在网络传播中仍然发挥着作用。基于此，为了营造健康网络传播环境，作者提出了三种策略，分别是：（1）培养权威型的意见领袖；（2）建成新型主流媒体，扩大主流价值影响力版图；（3）完善把关人体系。 关键词：“沉默的螺旋”；网络传播；舆论 Contents Abstract Ⅰ 摘 要 Ⅱ Introduction 1 1 The Content of “the Spiral of Silence” 3 2