随着网络技术的发展,社交媒体舆论出现新特点:易发生基于人际关系圈的集群效应,易导致基于链式结构的病毒式扩散,通过情感动员进行道德化传播。社交媒体使得基于科层制机构信息发布的相对滞后性与首声效应之间产生冲突,社交媒体弱把关与舆论引导之间产生冲突,公共事件的复杂性与舆论引导之间产生冲突。优化社交媒体舆论引导策略,必须提前预判并发布免疫性信患,发挥传统媒体的优势,最大限度展现群体之间自我净化功能。 With the development of network technology, new characteristics of social media have emerged: the cluster effect based on interpersonal circle is easy to occur, the viral proliferation based on chain structure can easily lead to moral diffusion through emotional mobilization. Social media makes the conflict between relative lag of information release based on bureaucratic agencies and the first effect, the conflict between the weak social media check and the guidance of public opinion, and the conflict between the complexity of public events and the guidance of public opinion. To optimize the strategy of guiding public opinion in social media, we must pre-sentence and release the immune-affected people and give full play to the advantages of traditional media to maximize the self-purification function among the groups.