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“小悦悦事件”后,社会道德滑坡已经成为官方、媒体和大众的共识。在这种情况下,微博用户、论坛和QQ用户率先果断采取行动,以杜绝社会冷漠的蔓延。道德滑坡原因有多个方面,备受诟病的主要有官员腐败、社会转型、媒体误导等。而微博由于其碎片化的信息传播方式,多渠道、多方式的传播渠道和病毒式传播等特点,在克服这些社会弊端中的作用初步凸显出来。本文探究了如何建立政府机构-微博、微博用户之间和媒体、传统媒体与微博等三层面的渠道互动和监督机制,从而对社会起到“正本清源”的作用,这必将有助于社会道德的重建。
“Little Yue incident ”, the social moral decline has become the consensus of the government, the media and the general public. In this case, microblogging users, forums and QQ users took the lead decisively to take action to eliminate the spread of social apathy. There are many reasons for the moral decline. The most criticized ones are officials’ corruption, social transformation and media misleading. However, due to its fragmented information transmission channels, multi-channel and multi-channel transmission channels and viral transmission, weibo microblogging has shown its initial role in overcoming these social malpractices. This article explores how to set up a channel interaction and supervision mechanism of government agencies - Weibo, Weibo users, and the media, traditional media and Weibo so as to play a role of " Contribute to the reconstruction of social morality.