“意见气候”是传媒领域的学术话语。在新媒体时代到来之前,传统媒体的“意见气候”可以通过自身传播活动自然形成,而传统媒体的权威和公信力也让受众无可选择地接受“意见气候”。随着新媒体的全面发展,“意见气候”的塑造和形成呈现出多元化趋势,受众对不同的“意见气候”有了更多的甄别与选择,同时也为大众传播的“意见气候”塑造提出了新的要求。 “Opinion climate ” is an academic discourse in the field of media. Before the advent of the new media era, the “opinion climate” of traditional media can naturally take shape through its own communication activities. However, the authority and credibility of traditional media have also made the audience indiscriminately accept the “opinion climate.” With the all-round development of new media, the shaping and formation of “opinion climate ” has shown a diversified trend. Audiences have more discriminating and choosing different “opinions and climate”, and at the same time, “Climate of opinion” shape new demands.