一、网络舆论生态研究的价值与意义(一)舆论学中平面化的“舆论”研究传统西方舆论学研究始于18世纪,早期的舆论研究以让·雅克·卢梭和约翰·密尔为代表,他们高举“天赋人权”和“绝对理性”的哲学思辨的舆论观,研究目的在于推崇舆论的道德维系功能,呼吁“公众舆论”的社会立法。20世纪,西方现代舆论研究出现了理论转向,以沃尔特·李普曼为代表的美国传播学者主张实用主义的现代哲学观,在此关照下舆论研究出现了转型。在李普曼看来舆论研究的重点“不在于宣称公众自由言论的权力,而是在于研究大众传播媒介如何在舆论的形成中施加影响;不在于强调舆论崇高的社会立法和道德维系的地 I. The Value and Significance of the Research on the Network Public Opinion (1) The Flattening ”Public Opinion “ Research in the Study of Public Opinion The study of the traditional western public opinion began in the 18th century. Early research on public opinion led Jean Jacques Rousseau and John Mill As representatives, they hold high the viewpoints of public opinion on the philosophical speculation of ”natural human rights“ and ”absolute rationality“. The purpose of the research is to promote the moral maintenance function of public opinion and call for the social legislation of ”public opinion.“ In the 20th century, the western modern media research turned its theory. The American media scholar represented by Walter Lippmann advocated the pragmatism modern philosophy view, and under this care, the research of media has undergone a transformation. In Lippmann’s opinion, the focus of media research is not ”to claim the power of the public to speak freely, but to study how the mass media exerts influence in the formation of public opinion; it does not lie in emphasizing the lofty social legislation and morals maintained by the media