随着网络科技的飞速发展，网络成为报纸、广播和电视新闻以外的第四大媒体。 网络舆论的发展极为迅猛，其影响力也日益提高。网络舆论在推进我国民主发展 的进程中发挥着重要的作用,然而它也暴露出一些危害社会安定团结的破坏性因 素。因此，如何正视和引导网络舆论，需要我们认真思考。对网络舆论的引导方 式有很多种，包括政府引导、道德建设、网络监管等。其中，主流媒体发挥着不 可忽视的作用，是引导网络舆论健康走向的中坚力量。 本文旨在客观地探究什么是网络舆论，网络舆论在近些年的飞速发展中到底具有 何种特性；主流媒体是否需要对网络舆论进行引导，在什么情况下能进行引导， 引导的优势有哪些。研究的目的是能为我国网络环境健康有序地发展提供较有实 用价值的研究成果。 本文首先在详细梳理网络舆论概念发展历史的基础上，总结出一条网络舆论概念 的演进路线，并选择了网络舆论的狭义概念作为本文的讨论对象。本文通过对网 络舆论影响因素的探讨，比较全面地分析了网络舆论的特征。本文认为网络舆论 具有延伸性、爆发性、自发性和透明性。 本文又比较详尽地探讨了网络舆论被引导的必要性。相对于以往部分研究倾向于 批驳网络舆论的态度，本文通过多方位多角度的分析客观公正地评述网络舆论的 优缺点。本文认为，由于社会发展的需求、社会稳定的需求以及网络舆论自身的 缺陷，网络舆论是需要被关注和引导的。 本文探讨了网络舆论能否被主流媒体引导。以往部分研究往往直接讨论主流媒体 引导网络舆论的方式，而本文首先是探讨引导网络舆论是否具有可行性。其后， 本文通过数据和案例来证明，在何种情况下主流媒体才对网络舆论具有引导力。 在分析了以上问题后，本文比较完整地探讨了主流媒体引导网络舆论行之有效的 几种路径，加大对网络舆论动向的监督；不断完善引导方式；敦促相关部门的配合。 本报告的主要理论意义和实践价值在于，报告分别从必要性和可能性方面，揭示 主流媒体对网络舆论的引导作用，客观梳理了过去的大量相关研究，在思辩性讨 论的基础上加入事实数据和案例作为依托。 关键词，网络舆论，主流媒体，引导，必要性，可能性，引导方式Abstract With the rapid development of Internet technology, the Internet media has been the fourth media besides newspaper, radio and TV. Internet opinion has been developing extremely fast and its influence has been increasing day after day. Internet opinion has been playing a very important role in the development of democracy of our country. But it also contains some elements that will break the social stability and unity. Therefore，we need to think thoroughly about how to judge and lead the Internet opinion. The methods to lead the Internet opinion include government guidance, moral construction, Internet surveillance and so on. Among all these methods, mainstream media plays a vital role and is the main force to guide the Internet opinion to develop in the right direction. This thesis makes an objective research on: what is Internet opinion and its characteristics in recent rapid development; if mainstream media needs to guide Internet opinion ; what advantage mainstream media has in this process. The purpose of this research is to provide useful methods to guide Internet environment into healthy and orderly development. This thesis suggests a developing route of Internet opinion based on its detailed history and chooses the narrow sense of Internet opinion as the discussion object. Through the research on the element of Internet influence, this thesis thoroughly analyzes its characteristics.This thesis argues that Internet opinion is extensive, explosive, spontaneous and transparent. This thesis also discusses in details the necessity to guide the Internet opinion. Different from the past researches, this thesis analyzes its advantages and disadvantages objectively from different aspects, instead of just criticizing the disadvantages of the Internet opinion. Considering the requirement of social development, social stability and its own disadvantage, this thesis is of the opinion that the Internet opinion shall be paid much attention to and guided properly.This thesis also analyzes if Internet opinion can be guided by mainstream media. The past researches always directly suggests the methods for mainstream media to guide the Internet opinion. But this thesis first analyzes the feasibility to guide Internet media and then uses statistics and samples to explain under what situation this kind of guide of mainstream media can be workable. After analyzing the above aspects, this thesis arrives at a conclusion of workable and effective methods for mainstream media to guide the Internet opinion: enhance the surveillance on the development of Internet opinion; improve the guiding methods; reinforce the cooperation of related departments. The main theoretical and practical value lies in: with thorough and objective analysis of the past researches, as well as with the support of statistics and samples, the thesis shows the necessity and feasibility of mainstream media’s guiding influence on Internet opinion. Key words: Internet opinion, mainstream media, guidance, necessity, feasibility, guidance mode目录 致谢 中文摘要 Abstract 第一章 绪论......................................................1 第一节 选题背景..................................................1 第二节 研究的目的和意义..........................................2 第三节 国内外相关该文献综述......................................3 第四节 研究问题、方法及创新点....................................6 第五节 基本概念的界定............................................8 第二章 网络舆论的特征及其影响因素...............................11 第一节 网络舆论及其特征.........................................11 一、延伸性..................................................11 二、爆发性..................................................13 三、自发性..................................................14 四、透明性..................................................15 第二节 影响网络舆论发展的因素...................................15 一、网络媒介................................................15 二、网络发言人的心理状态....................................16 三、网络舆论的写作方式......................................17 四、网络舆论的被关注度不断提高..............................18 第三章 网络舆论被引导的必要性...................................20 第一节 社会发展的需求...........................................20 第二节 社会稳定的需求------“网络暴力”的存在...................21 第三节 自身完善的需求...........................................22 一、网络舆论的“议程设置”..................................22 二、不可避免的掩盖真相......................................23 三、“沉默的螺旋”..........................................24四、发言人的思想偏向于不成熟................................25 第四章 主流媒体对网络舆论引导的可行性...........................26 第一节 主流媒体对有意识引导网络舆论的逐步重视...................27 第二节 主流媒体在引导网络舆论时存在的困难.......................29 一、网络舆论被引导的难度很大................................29 二、主流媒体在引导过程中存在问题与不足......................31 第三节 主流媒体在什么情况下容易对网络舆论起到引导作用...........33 一、 从事件本身的题材来看 ..................................33 二、 从主流媒体的报道风格来看...............................35 第五章 主流媒体对网络舆论的有效引导方式.........................37 第一节 加大对网络舆论动向的监督.................................37 第二节 不断完善引导方式.........................................38 一、充分利用人力物力资源.....................................38 二、报道真实、透明、及时.....................................39 三、充分利用影响力和公信力...................................39 第三节 敦促相关部门的配合.......................................40 一、政府配合.................................................41 二、法律出台.................................................41 三、道德监督.................................................41 四、网络教育.................................................41 第六章 结语.....................................................42