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突发性事件状态下舆论传播的受众逆反心理有许多表现,其原因也是多样的。逆反心理是政府信息传播效果的主要心理屏障,处理不当会导致严重的社会后果。为减少逆反心理,政府应当正确理解把关人角色,增强受众的“认同”“共鸣”与“偏爱”心理;政府传播应当从内容上强调期待意识和参与性,合理规避逆反心理;进行议题管理,利用意见领袖,合理影响并利用逆反心理;此外,还要加强特定人群的心理引导和干预,建立网络公共舆论逆反心理的利益表达机制和宣泄机制。
There are many manifestations of the inverse psychology of the audiences spread by public opinion in the event of unexpected events, for various reasons. Reversal of psychology is the main psychological barrier to the dissemination of government information. Improper handling can lead to serious social consequences. In order to reduce the negative psychology, the government should correctly understand the role of people and enhance the psychology of “identity ” “resonance ” and “preference ” of the audience. The government should emphasize the expected consciousness and participation from the content, Psychology; issue management, the use of opinion leaders, reasonable influence and use of reverse psychology; In addition, we must also strengthen the psychological guidance and intervention of specific groups of people, to establish Internet public opinion inverse psychological expression of interest and venting mechanism.