转型社会复杂的舆论环境,加上越来越倾向于网络化的信息接收方式,使得受众对主流媒体的新闻报道存在着逆反心理。通过对人民网“网友热评新闻”相关样本进行分析,发现网络受众在信息选择、信息理解等方面对主流媒体存在着严重的逆反心理。主流媒体应当从报道方式、报道立场等方面改进,以减弱网络受众对其逆反心理。 The complex public opinion environment in transitional society, coupled with the increasingly tendency of the network to receive information, makes the audiences have an adverse reaction to the news coverage of the mainstream media. Through the analysis of relevant samples of People’s Daily Online, “Internet users”, we found that online audiences have serious rebellious mentality against the mainstream media in terms of information selection and information comprehension. The mainstream media should improve its reporting methods, reporting positions and other aspects so as to reduce its counter-psychology.