摘  要：随着互联网技术的发展，在网络热点事件中的舆论逐渐被消费所异化，呈现出舆论消费趋势。而网民受自身的媒介素养的局限，往往会掉入舆论消费的陷阱。结合近期的网络热点事件发现舆论消费现象的产生源于媒体炒作、商家逐利、网民围观和自我炒作等。网络热点事件中的舆论被过度消费，偏离新闻真实性原则往往会产生许多危害。比如媒体公信力下降、商业间恶意竞争加剧、影响社会风气、对当事人产生二次伤害等。本文会针对舆论消费现象产生的原因提出建议，希望相关部门加强监督、引导，新闻从业人员加强职业道德建设和网民提高媒介素养、当事人及时还原事件真相来减少舆论消费现象、克服舆论消费的消极影响，促进网络舆论环境的和谐与稳定。

关键词：网络热点；舆论消费；舆论

Analysis on the Public Opinion Consumption in Network Hot Events

Abstract：With the development of Internet technology, public opinion in the hotspot of the network has gradually been dissipated by consumption, showing a trend of public opinion. And Internet users by their own media literacy limitations, tend to fall into the trap of public opinion. Combined with the recent network of hot events found that the phenomenon of public opinion arising from the media speculation, business profits, Internet users and self-speculation. Internet hot events in the public opinion is excessive consumption, deviation from the truth of the news principle will often produce many hazards. Such as the decline in media credibility, increased competition between business malicious, affecting the social and cultural atmosphere, the parties have secondary injuries. This paper will make suggestions on the causes of public opinion consumption, hope that the relevant departments to strengthen supervision, guidance, journalists to strengthen professional ethics and Internet users to improve media literacy, the parties timely to restore the truth of the incident to reduce the phenomenon of public opinion consumption, to overcome the negative impact of public opinion consumption , To promote the network of public opinion environment harmony and stability.

Key Words: Network hotspot; Public opinion consumption; Public opinion

目    录

摘  要 1

Abstract 1

一、舆论消费概述 2

     （一）舆论消费的界定 2

 （二）舆论消费的特征 3

   二、网络热点事件中舆论消费现象的原因分析 3

 （一）媒体炒作以博人眼球 4

 （二）商家营销来追求利润 4

 （三）网民因认知局限而围观 5

 （四）自我炒作来获得人气 6

三、网络热点事件中舆论消费产生的危害 6

 （一）媒体公信力下降 6

 （二）商家间恶意竞争加剧 7

 （三）影响社会风气 7

 （四）对当事人产生二次伤害 8

四、减少网络热点事件中舆论消费的建议 8

 （一）网络监管部门加强监督 8

 （二）媒体从业人员加强职业道德建设 9

 （三）网民提高自身媒介素养 9

 （四）当事人及时还原事件真相 10

参考文献 11

浅析网络热点事件中的舆论消费现象

随着互联网技术的发展，各种网络社交平台迅速崛起，网络社交平台已经成为人们接收信息、发表言论的主要平台。截止到2016年12月中国网民已突破7亿，网络上的任何一个话题都有可能在短时间内引发网民围观、讨论，网民关于热点事件所发表的言论、态度、意见总和等形成舆论。网络舆论展现了前所未有的巨大影响力，所以更加容易被有心人士惦记，进而利用舆论。目前在网络热点事件中对舆论的利用最突出的就是舆论消费现象，商家、媒体、个人等通过舆论消费达到自己的目的。但在网络热点事件中的舆论消费现象会产生各种危害，如使媒体公信力下降、加剧商家之间的恶意竞争、对当事人产生危害等。文章会结合具体事例来进行论证并提出相应的建议，希望构建和谐的网络舆论环境。