共情傳播：社會情緒視角下的網路空間輿論引導策略

Empathic communication: strategies for public opinion guidance in cyberspace from the perspective of social emotions

謝欣宇

《傳播前沿》 4卷3期 (2023/12) Pp. 109-117

摘要

研究問題：網路輿論場在數字轉向下出現了何種特徵嬗變，這種變化對輿論引導策略造成了何種影響？目的：基於社會情緒視角，探尋網路空間輿論的引導策略。方法：文獻分析法。發現：數字發展帶來了網路輿論場域的革新，呈現出輿論主體多元化、輿論客體公共性泛化、輿論本體情緒偏向化的特徵。社會情緒作為輿論產生的起點，在輿論引導中起重要作用。將共情傳播的觸發條件與當下輿論格局構建的系統性要求結合，提出輿論引導在共情傳播視域下的三個重要任務：輿論引導的情境建設、輿論引導的內容建設、輿論引導的方式建設。

關鍵字

輿論引導 ； 社會情緒 ； 共情傳播 ； 網路輿論

並列摘要

Research question: What is the characteristic evolution of the Internet public opinion field under the digital turn, and what impact does this change have on the public opinion guidance strategy? Objective: To explore the guiding strategy of public opinion in cyberspace from the perspective of social emotion. Methods: Literature analysis. Findings: Digital development has brought about the innovation of the network public opinion field, showing the characteristics of diversification of public opinion subjects, generalization of public opinion objects, and bias of public opinion ontology emotions. As the starting point of public opinion, social emotion plays an important role in public opinion guidance. Combining the triggering conditions of empathy communication with the systematic requirements of the current public opinion pattern construction, three important tasks of public opinion guidance in the field of empathy communication are proposed: the construction of the context of public opinion guidance, the construction of the content of public opinion guidance and the construction of the way of public opinion guidance.

並列關鍵字

Public opinion guides ； social emotion ； empathy and spreads ； network public opinion