互联网的出现是当今社会的一大变革,信息时代的来临开启了人类又一个

里程碑。尤其是21世纪以来,人类经历了互联网及其应用的高速发展时期。人

和传统媒体(报纸、广播、电视等)的关系逐渐扩展到互联网中。互联网带给

人类自由自主,使人能够自由平等地在网络中畅所欲言,抒发自己的情感、情

绪、认知、观点等,人们从一开始的单纯从传统媒体中获取信息,到如今的参

与其中甚至影响其中。

然而,网络给人们带来了民主和自由的同时,也给媒体和社会带来了种种

负担,如信息的正确性、合法性、利益性等。因此我们要时刻辨别舆论信息的

真伪、时刻打击和屏蔽煽动人心扰乱社会的谣言,让社会朝着积极的方向发展。

现代网络舆情技术正是让源于互联网的负面舆论止于互联网。

本文结合国内外针对网络舆情的研宄现状,结合我国现阶碰的发展状况,

详细阐述了当下社会网络舆情的特点和形势,以及对人的影响,同时介绍了应

对和控制网络舆情危机的方法。将现代网络舆情技术和方法进行详细分析论述,

同时立足于作者所在的媒体行业,着重研宂了媒体行业从事舆情业务的策略。

本文研究着眼于帮助媒体行业理清网络舆情行业方向,从行业现状入手,

分析市场策略和差异化优势,提升媒体参与舆情业务的专业化水平,在面对移

动互联网、大数据技术带来的挑战和机遇时,为媒体舆情业务提出理论的突破

创新。目前,网络舆情业务正面临一个优胜劣汰的艰难转折时期,只有创新突

围,才能获得更加广阔的生存空间,希望本文的研宄成果能为媒体机构转变观

念提供指导和参考价值。

关键词:互联网媒体网络舆情媒体参与策略竞争分析

ABSTRACT

The emergence of the Internet is a significant evolution of modern society.

Information age opened another milestone in human history. Especially, during the

period of rapid development of the Internet and its applications we have experienced

since the 21st century, the relationship between human-being and traditional media

(newspapers,radio, TV, etc) expands to the internet. The internet brought us free will,

making people speak out their emotions,feelings, thoughts and opinions freely and

equally, without any boundary. People are becoming more and more involved from

simply extracting information.

However, along with the democracy and freedom,Internet also brought a

variety of workloads,such as the accuracy,the legitimacy and the interests of the

information. So we have to differentiate the truth and fake,to suppress and block the

a^tative rumors, in order to guide the society direct to the right way. The

internet-thoughts-wave analysis technology is to stop the negative factors in web at

where they come from.

This article stated the characteristic and trend of current internet-thoughts-wave

and the impact that brought to us in details, combining the domestic development

situation and the global research results. In the meanwhile it introduced a way to

confrol the crisis of internet-thoughts-wave. This article had a detailed discussion of

both the technology and method applied in internet-thoughts-wave, and it also

carried on a research in the strategies which media industry should have based on the

author's vocation.

This article aims to help direct media industry to a clear picture of

internet-thoughts-wave, to provide an analysis of the market strategy and the

strength of difference based on the statu孓 of this industry, to boost the professional

level of the performance in media industry, and to break through the old-school

ftame for the media's internet-thou^its-wave tasks in front of the challenges and

opportunities brought by the internet and big data technologies. Now the

internet-thoughts-wave combat is on a tough stake. Only a break-through could bring

us a new horizon. Hope the research work in this article could provide some

reference anifl guidance for all kinds of the media institutions.

KEYWORDS : Internet media public opinion media strategies

competitive analysis