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点对点、点对面的精准互动传播,使微信平台与受众之间的对话具有一种独特的隐蔽性,使得危机信息和舆情的传播在源头上难以过滤和识别,管控难度较大。本文以微信公众平台的传播机制为例,探讨社交自媒体在危机舆情产生与传播过程中的独特作用,继而探索社交自媒体危机舆情的有效管控路径。
Peer-to-peer and peer-to-peer precise communication makes the dialogue between WeChat platform and audience have a unique concealment, making it difficult to filter and identify the spread of crisis information and public opinion at the source, which makes it difficult to control. Taking the communication mechanism of WeChat public platform as an example, this article explores the unique role of social media in the process of crisis public opinion emergence and dissemination, and then explores the effective control path of social media crisis from public opinion.