区块链在网络舆情领域中应用

目前区块链技术已经开始应用于网络舆情领域，但是针对网络舆情的实际应用研究很少，还处于初期研究阶段。本文从区块链技术的运用出发，探讨该技术如何与网络舆情监控预警、分析研判、舆论引导、应对处置的运用结合。

At present, block-chain technology is already being applied in the field of cybercirculation, but there are few practical applications and are still in the early stages of research. From the point of view of the application of block-chain technology, this paper explores how it can be combined with the use of cyber-monitoring for early warning, analytical diagnosis, opinion guidance, and response to disposal.

一、区块链、网络舆情的定义与特点

I. DEFINITIONS AND FUNCTIONS OF block chains, NETWORKS

1.区块链的定义与特点。区块链技术是一种新型的分布式账本技术，它可以在互不信任的环境下实现去信任中介的可信交易。一般认为，区块链有以下几个特点：一是去中心化，能够实现数据分布记录、储存和更新；二是透明性，区块链系统的数据是全流程透明的，因此可信度高；三是开放性，区块链的数据对所有人公开；四是自治性，整个区块链以共同协商原则为技术基础，任何一种人为的干预均不可能起到限制作用；五是信息不可篡改，创建区块链系统过程中的所有信息，经系统验证和审核添加到新的区块链之后，将被永久加密储存，不能随意更改；六是匿名性，区块链系统的数据和交换都可以在匿名情况下进行。这些特点使区块链颠覆了各行业的运营模式，这种前所未有的冲击给拥有极高网民基数的互联网及网络舆情带来重大影响。

1. The definition and characteristics of the block chain. The block chain technology is a new form of distributed book technology that allows credible transactions with trusted intermediaries to take place in an environment of mutual distrust. It is generally accepted that the block chain has the following characteristics: first, it is decentralized, capable of recording, storing and updating data distribution; second, it is transparent, the data from the block chain system is transparent throughout the process and therefore credible; third, it is open and the data from the block chain is open to all; fourth, it is autonomous, the entire block chain is based on the principle of common consultation, and no artificial intervention can limit it; fifth, it is inexorable, all information in the process of creating the block chain system will be permanently encrypted and not subject to change after it has been systematically validated and reviewed and added to the new block chain; sixth, it is anonymous, and data and exchange from the block chain system can be carried out in an anonymous manner. These characteristics undermine the business model of the industry.

2.网络舆情的定义与特征。关于网络舆情的定义，目前尚未形成行业公认的说法。结合近几年的工作经验，笔者认为网络舆情是指发生在互联网平台内，在某一特定时间段内，公众对某一特定社会事件、社会现象、社会主体所持有情绪、态度的一种集中表达。一般认为，网络舆情有以下几个特点：一是自由性，由于互联网匿名的“去抑制性效应”，网络舆情能够客观地反映社情民意；二是突发性，借助于移动互联的传播手段，网络舆情信息的传播呈现出几何级别的裂变；三是社交性，网民与政府、媒体以及网民间进行跨越时空的互动交往，各种观点和意见得以相互碰撞、融合；四是多元性，网络舆情的主体、主题、载体、表现形式、网络行为的多元性；五是偏差性，一些网络言论缺乏理性和脱离事件本身，不具备实际参考价值；六是海量性，大数据背景下，网络舆情数据量较大，特别是视频舆情信息产生速度快、存量大。

2. The definition and characteristics of cybercirculation. The definition of cybercirculation is not yet widely accepted by the industry. In the light of the work experience of recent years, I believe that cybercirculation is a central expression of public sentiment about a particular social event, social phenomenon, and the mood and attitude of social actors within a given time frame. It is generally accepted that cybercirculation is characterized by a free & & ldquo of Internet anonymity; a depressive effect & & rdquo; an objective reflection of social opinion; a suddenness, the use of mobile interconnected means of communication, and the absence of any real reference value in the dissemination of web-circulation messages themselves; a sociality, the interaction of Internet people with governments, the media and the Internet community over time, which allows for the clash and convergence of views and opinions; a multiplicity, the subject of Internet culture, the subject, the subject, the carrier, the expression and the behaviour of the network; a five-sidedness, the lack of rationalness and the absence of actual reference value from the Internet discourse itself; and a large number of data, in large data, in the context, in particular, a high volume of video and video information.

二、区块链技术在网络舆情领域的应用

II. Application of block chain technology in the field of networking

1.区块链技术进一步提高网络舆情监控、预警的精准度和安全性。基于区块链的去中心化和开放性数据原则，通过加盖时间戳的方式，舆情信息的源头、平台、时间、IP、传播路径等均全程留痕，能够规避舆论操控现象。使用区块链技术的舆情信息在被加密的同时，可以共享到多台个人计算机上，第三方机构很难进行屏蔽、下线、删除或者人为篡改，确保数据真实性和安全性。在区块链技术的支持下，舆情监控更加全面深入，更加精准、可靠，不会使信息产生偏差，也不影响网民的认识判断。因此，依托区块链技术，可以准确监控和预警舆情信息，对舆情传播溯源分析，实时跟踪舆情传播者，全面分析舆情传播演化的轨迹，真实地反映社情民意，从而更好地解读舆情。毫不夸张地说，区块链技术的诞生，重新定义了舆情监测产业链，颠覆了传统舆情监测运作模式。

1. Block chain technology further enhances the accuracy and security of network surveillance, early warning. The principles of decentralization and open data of block chains, based on time stamping, leave the source, platform, time, IP, transmission path, etc., of intelligence information intact, and avoids public opinion manipulation. The use of block chain technology, while encrypted, can be shared on multiple personal computers, third-party institutions can make it difficult to shield, delineate, remove or artificially alter data to ensure authenticity and security. With the support of block chain technology, surveillance is more comprehensive, accurate, reliable, and does not lead to distortions in the information and do not affect the perception of the Internet.

2.区块链技术进一步提升网络舆情分析价值和研判的可预测性。区块链为舆情分析、研判提供了全新的视角和分析方法。传统的网络舆情分析主要是基于舆情内容分析，常见的分析维度包括传播原因、舆论反响、舆情破坏程度、地区等。而区块链技术则是基于舆情数据分析，从全渠道舆情数据的汇总、统计的角度展开，找到舆情分析的重点。尤其是从数据发生的源头、时间、数据走势、参与度等关键点的记录上分析个体或者机构真实的活动反应、态度以及所发信息的真伪性。在区块链技术支持下，结合各类数据图表的表现形式，可以将涉事的主体、主题以及载体等利益相关方和处置方全方位展示。既能积极回应社会各方的关切，也能暴露出多方背后博弈的真相，有利于把事件的真实反映传递给社会大众。对舆情进展和结果做预案式的推演，能够防范化解重大舆情风险。目前的舆情监控平台大多是基于已经发生的事件进行数据采集和深度分析，舆情预判一直以来成为一道难以破解的课题。区块链技术实现了舆情数据的信息化和数字化，为大数据舆情分析奠定了基础，从而让舆情预判成为可能。

2. Block chain technology further enhances the value of web-based situation analysis and the predictability of development. The block chain provides an entirely new perspective and analytical methodology for analysis of individual or institutional real activity responses, attitudes and the authenticity of the information generated, particularly from the records of key points such as data occurrence, time, data trends, participation, etc. Traditional web-based situation analysis is based mainly on analysis of the content of the case, with common analytical dimensions, including the causes of dissemination, reactions to public opinion, disruptions to the situation, regions, etc. The block-chain technology is based on analysis of the situation, and is conducted from the point of view of aggregation and statistics from the point of view of the totality of the situation.

3.区块链技术进一步提高网络舆论引导的成效。在移动互联时代，舆论生态、传播受众、传播手段发生深刻变化，舆论引导工作面临新的挑战。在这种形势下，提升舆论引导水平显得尤为重要。将区块链技术作用于舆论引导工作体系，可以迅速锁定舆论事件的发展全过程，精准定位原始者，挖掘数据背后隐藏的故事，因地制宜、因人施策，从而实现舆论引导的精准化。还可根据不同平台的受众需求，进行定制、智能化快速生产，提高主流媒体舆论的针对性、实效性和全面性，增强舆论引导的吸引力、感染力和表现力，有利于不断提高舆论引导工作的影响力。随着移动互联的高速发展和网民数量的持续增加，基于区块链分布式最大化的传播方式，可以实现舆论引导文章的最大化传播、精准化传播，进一步提高舆论引导的传播力。在区块链和媒体融合双重背景下，我们要充分利用新技术，不断巩固壮大舆论阵地，更好地引导群众、服务群众。

3. In this context, it is particularly important to raise the level of public opinion guidance by using it as a tool for public opinion-guiding processes. It is possible to fast-track the development of public opinion events, locate the originals, dig the hidden stories behind the data, and make it possible to refine public opinion-direction in a way that is appropriate and responsive to the needs of different platforms. It is also possible, in the light of the needs of different audiences, to produce rapidly, intelligently and in a way that enhances the relevance, effectiveness and comprehensiveness of mainstream media opinion, enhances the attractiveness, infection and performance of public opinion-led work.

4.区块链技术进一步提高网络舆情应对处置的效能。当前，随着移动互联的迅猛发展，舆情信息产生的速度、传播的速度等均呈现出爆炸式快速增长的趋势，网络舆情的应对处置面临极大挑战。在区块链技术发展背景下，信息分布储存不可篡改，舆情信息难以被清除，传统的舆情处置手段将完全失效。从另一个角度来讲，区块链技术可以完全解决舆情信息模糊、混沌、不准确的问题，进一步缩短舆情信息核查、制定应对处置措施的工作周期，能够精准实现与舆情信息者的点对点沟通，提高舆情处置效率。未来场景的舆情应对将是一个动态变化的发展过程，需要从动态监控、动态研判、动态引导、动态处置等多维度制定舆情应对措施。在区块链价值互联的作用下，舆情应对处置措施将具有高度精准性，能够更加准确地把握受众心理，找到舆情应对的痛点。应对处置措施作用于哪些群体，在什么节点实施，什么手段处置最高效，这些细节的高度精准性将大大提高舆情处置效率，降低舆情持续发酵的风险。

4. Block chain technology further improves the effectiveness of network handling. With the rapid development of mobile interconnections, the rapid growth in the speed at which information is generated and disseminated, etc., the network response is challenging. In the context of the technological development of the block chain, the distribution of information cannot be tampered with, the situation is difficult to remove, and the traditional means of handling it will be completely ineffective. From another perspective, block chain technology can fully address the problem of fuzzy information, confusion, inaccuracies, further shortening the process of processing information verification, developing response measures, enabling more accurate point-to-point communication with the handler, and increasing the efficiency of handling. The situation in the future scenario will be a dynamic development process that will require the development of multi-dimensional approaches such as dynamic surveillance, dynamic diagnosis, dynamic guidance, dynamic disposal.

作者:朱富金 王筱 单位:山东广播电视台数据舆情中心

Mr. Chu Fujin Wang Shao Unit: Shandong Radio and Television Data Center