How to guide and interfere with the emotions of public opinion in media disaster reports

Author: (Edit of Beijing Youth Daily Metropolis News)

Source: "Young Reporter", No. 17, 2022

Public emotions boost public opinion fermentation

After major catastrophic events, the verification of professional media is often promoted with the emotions of public opinion. These "remembered" sounds are mixed with a lot of emotional factors, and quickly breed and spread widely, forcing the media to expand a round or even several rounds of targeted rumors while collecting incident information.

In the extremely short time after the "March 21" China Eastern Airlines MU5735 Aircraft flight accident, various speculations followed, roughly divided into "significant reduction of maintenance funds theory", "airplane overdue service theory", "airplane without response may be hijacked may be hijacked "Say", etc., these decisions with obvious subjective emotions are very loud. In the key window period that has just been launched and investigated has not yet begun, these judgments have caused public speculation and negative emotions before the official release. It has great induction and institutional sensitivity, which has caused interference to the event investigation to a certain extent.

Emotion is the starting point of public opinion. To examine public opinion from the perspective of social movements, it can be found that emotions have an indispensable role in the formation of public opinion. One is that due to the effect of emotional awakening, a public incident can become the direction of the public focus; the other is that under the drive of emotion, an emotional community has been formed in a specific media field, and the subject of public opinion participation can be gathered and established. [1]

If such network empathy and investigation and evidence collection are the same, it will undoubtedly promote the incident to approach the truth further; but if it is reversed, it will not only pay more public opinion costs, but even cause the public to post official releases in the future. Suspicious, let some conspiracy theories take the initiative.

Flow driving and "pseudo -righteousness" co -wrap the public opinion

After the disaster, individual marketing accounts and some self -media have two "close marketing" of different routes. The first category is the most direct drainage method. For example, the family members of the victims of the live broadcast area of ​​the airport, without an interview, directly sell sadness to drain, the content is not nutritious, but the eye -catching ability "explodes"; The second category is that the first time the media interviewed the family members of the victims at this time, the family members of the victims and the surrounding relatives were eating "human blood steamed buns". The boundary between the border with obvious "pseudo -righteousness". Under the threat of these two forces, using the public's emotional fluctuations and the inconsistency of information, the official release period of the official release quickly forms a negative public opinion in the network, resulting in the formal routine release of the subsequent official release of the network emotions, so that to make the emotions of the network, so that to make the network emotional opposition, so that to make the emotions of the Internet, so that the emotions of the Internet will make it oppose the network emotions, so that to make the network emotional opposition, so that to make the network emotional, so that to make the network emotional, so that to make the network emotional, so that to make the network emotional, so The direction of public opinion in the incident was passive.

According to the data of the "Knowing Micro Incident" platform, a total of 186 important media participated in the report after the disaster, and the incident influence index reached 94, which was higher than 99%of social news events. In addition, the influence index of Weibo and WeChat also reached 100 and 92.2, respectively. It can be seen that the social influence and public participation of the incident have reached a high level. At the same time, the expression of emotions such as the public's anger and sympathy in this incident was obvious.

News ethics debate test media "bottom line consciousness"

Today's news ethics, the focus of the debate has been given more complex emotional factors and moral judgments. It has obvious personal subjective emotions and good evils. Non -academic opinions.

Of course, the dispute between ethics must not only rely on rationality, which must contain the rules of many basic cognition and public order of human society. But what needs to be vigilant is that if individual emotions occupy the high point of public opinion, it is obviously difficult to convince the public. This is first because the known information of the news incident cannot be unified, and the problem of a leaf barrier is obvious; second, the understanding of the news event varies from person to person. The level of consensus and compromise is reached at the level; again, the difference in news operation methods may become a target for criticism.

In the disaster, the media is not only a transmitter of the truth of the disaster, but also the guidance of post -disaster public opinion. Faced with media ethics such as rumors, public opinion violence, privacy of victims, and secondary injuries, mainstream media should shoulder the social responsibility of clarifying the truth, maintaining stability, and humanistic care and professional literacy. The disaster reported authoritative reports, abandoning the narrow view of traffic first, and rationally guiding the public emotions.

In the report of the disaster, a typical case of adhering to the news ethics such as the reporter of the Central Radio and Television Station entered the MU5735 core rescue site live broadcast. The reporter immediately signaled the camera to avoid, and made it clear that "do not want this close -up." This move not only makes the public feel respect for the deceased, but also reflects the professional literacy of the reporter and the "bottom line consciousness" of the media.

Reasonable use of algorithm guidance and intervention in public emotions

This aircraft incident not only put forward higher requirements for the media's ability to explore the truth of the event, but also shows the huge impact of algorithm technology in modern communication, which has caused traditional news methods to change under technological influence.

For a long time, news practitioners are more accustomed to reviewing the application of technology in the journalism from a practical perspective, evaluating the role of technology in the production and communication of news production and dissemination, and it is easy to ignore the inherent connection of technology and journalism. But it should be noted that the soul of the media algorithm is the audience. Such a "soul" does not allow algorithm technology to become a tool for the profit -seeking of news agencies. It must restrict the media with rigid standards to adhere to the traditional news value principles and objective standards of the news, and put compliance and non -damage to the interests of the audience in the primary position. [2] At present, there is no rigid constraint between news producers and news pushers, which has caused some news products to be disconnected in accurate delivery and distribution, and even provides public opinion field for inciting uneasiness. Today, the media integration has developed to a new stage, and the impact of peeling algorithms on news push. In the face of major disaster events, the media should even embrace technology conditionally, and make precise output on benign information from the calculation layer to form information overlay effects, so as to achieve the role of counseling and recovery. The ground is manifested, until the incident heat continues to decline and withdraw from the public opinion center.

Driving peace and compound emotions are conducive to promoting social fairness and justice

In the hot topics that have been widespread in recent years, the public's emotions and some calm thinking have played a vital role in promoting the healthy development of the incident and promoting social fairness and justice.

Since January 28, 2022, "Fengxian Eight Children" has aroused widespread concern in society. As of March 2022, the search results of Baidu's related words reached 2.8 million. According to the topic data of Weibo, the comments participating in the front and back are close to 2 million times, and the reading has reached 3.72 billion times. In this incident, public opinion criticized the trafficking population that violated ethics and the wishes of women played a decisive role in promoting the final investigation. Under the continuous efforts of netizens, it not only contributed to the in -depth investigation in the province, but also its in -depth society of society. The impact has gradually appeared. Such public opinion alert not only helps to enhance the sense of moral crisis at the social level, but also an important guarantee for continuously promoting the rule of law in accordance with the law and improving the awareness of the rule of law of citizens.

In early March, the Ministry of Public Security decided to carry out special actions to combat the crime of trafficking women and children from March 1st to December 31st, requiring to focus on a batch of clues, especially for stray begging, intellectual obstacles, mental illness, deaf dysfunction, disabled disability, and deaf disability. Wait for women and children to make a comprehensive arrangement to ensure that the bottom number is clear and the situation is clear. In addition, Zhang Jun, the Attorney General of the Supreme People's Procuratorate, proposed in the "Work Report of the Supreme People's Procuratorate" at the Fifth Session of the 13th National People's Congress that this year will be resolutely pursued by the crime of buying, not rescue, and hindering the rescue of the trafficking women and children. Strict punishment. It can be said that this is a typical case of a systematic guidance of peaceful public opinion.

Moderate tolerance to eliminate public emotions of consumer consumer

As more and more realistic problems are reflected in the Internet space, the guidance and dredging of online public opinion are essential for the government and the media. From the perspective of emotions, we have taken targeted measures to open a new path for the public opinion of the Internet, which will help build a harmonious socialist society. You can play the maximum role through different channels and technical advantages to make the positive effects produced by emotional communication. At the same time, it should be supported and tolerated the moderate emotional expression and sharing of the public, which is conducive to reducing the continuous accumulation and superposition of negative emotions at the social level, which is conducive to regulating the emotional interaction between the groups, and conducive to social integration; the motivation function to attach importance to emotions, active active In response to emotional mobilization, it allows them to maximize the role, which can promote the development and resolution of specific events, at the same time, supervise public opinion, and promote fairness and justice. [3]

Professional media need to promote interviews after the major disaster incident. Do not go to excessive rendering emotions and deliberately avoid public opinion concerns, adhere to prudent, authenticity, and objective reports. At the same time, the choice of interview objects and interview methods must avoid risks. The interview will follow the public order and good customs, respect the deceased, and their relatives and friends as a kind of behavior. Adhere to the bottom line and professional ethics of traditional media, comprehensively use online and offline platforms to publish and convey information, and promote social harmony by cooperating with official releases with public emotions.

In fact, the path of emotional communication provides a new basis for guiding network public opinion, and should be more targeted on the basis of respect for public opinion. Pay attention to reality and coordinate the interests of all aspects. The competent authorities should always pay attention to protecting the interests of the masses and slowing the negative emotions of the public. mood.

The dignity of the defender is an important symbol of social civilization, rationality and maturity. This requires a complete system chain. The public, media, and official subjects are indispensable. In this incident, the focus of public opinion was always revolved around the dignity of the deceased and the life. Under the general development of media integration, whether it is traditional media, self -media, or even individuals, they need to maintain the necessary rational and restraint in the face of major disasters. Taste the humanistic feelings and make the work more spread outside of the social value.

Reference format for this article:

Zhang Peng. How to guide and interfere with the emotions of public opinion in media disaster [J]. Young reporter, 2022 (17): 33-34.

- END -