论新媒体环境下政府舆论引导的挑战和应对机制

新媒体环境下舆论热点形成速度快、传播范围广、影响层面深，需要更好地认识和把握其特点和规律，并给予科学而有效的引导，以减少不良信息和负面舆论对社会生活秩序的干扰和破坏、对社会公共安全的威胁和挑战。党和政府是舆论引导的主体力量，可以通过建立舆情预警机制、打造网络信息平台、培养“意见领袖”、完善法规制度等方式，掌握新媒体环境下舆论引导的主动权。

On the Challenge and Handling Mechanism Guided by theGovernment Opinion Under the New Media Environment

Hot issues of the public opinions under the new media environment spread faster, transmit in larger scale and bring about deeper influence, which needs better recognition to grasp their features and law and to offer scientific and effective guidance so as to lessen the interference and destruction of negative information and negative public opinions to the social life and order and the threat and challenge of the social public security. The Party and the government, which are the main forces guiding public options, can grasp the initiatives in guiding the public opinions under the new media environment by establishing pre-warning mechanism, setting up net information platform, fostering ＂opinion leaders＂, and perfecting law systems, etc.