教育舆情评析及大学公信力场域之构建——以清华“真维斯楼”舆论话题为例

教育舆情是指在公共空间中传播的针对教育问题的公众话语与民意表达,反映着特定时期和地域内较为普遍的社会认知及感受.清华大学“真维斯楼”舆情中,舆论的视野局限与立场的泛道德化倾向明显,不当认知与合理诉求交织显现,公信力场域正在由魅力型向法理型转化.大学的舆情应对能力及制度化水平亟待提高,自觉建立舆情应对机制,积极调整与社会的公共关系,通过大学管理的切实改进,在与社情民意的良性互动中寻求善治,是大学公信力场域构建的应然立场和重要的策略选择.

Research on the Public Opinion about Education and the Construction of University's Credibility Field:An Empirical Study on the Public Topic of 'Jeanswest Building' of Tsinghua University

The public opinion about education is the social wordings and the public expression on educational issues,which reflects the general cognitive and social psychology.The research selects the public topic of the Tsinghua University’s ’Jeanswest building’ as a case study.Through the presentation and analysis,this case indicates the opinion vision limited and the tendency of moral oversimplification obviously,the reasonable demands intertwined with the inappropriate comments and the credibility field being charismatic to legal transformation.It is the university’s correct stance and important strategy of the construction of its credibility field to improve the capacity of respond to the public opinion,build the public opinion response mechanisms consciously,adjust the public relations and achieve good governance in the interaction with public opinion.