Internet Public Opinion:Research On Affecting Factors And Their Mechanism

Transformation and the expression of public opinion have been advancing with the Internet since China interconnected with it in the1990s. In recent years, with the popularity of various new network businesses and the strengthening of citizens’awareness of participation, netizens’ remarks and the network emotional excitement have reached an unprecedented level, and the Internet public opinion has become a barometer and amplifier of varieties of social phenomena and problems.However, as to some of the basic issues, such as the infecting factors of the emergence and development of the Internet public opinion, the logical relationship between the factors or conditions, and the issue whether the mechanism of them has the universal guiding significance for behaviors of the Internet public opinion, it is still difficult to find comprehensive and clear answers to them.Starting from the real social environment and the actual situation of the Internet public opinion, and with the integrated use of basic research thinking of empirical communication studies and reflection, macro and micro, and the combination of quantitative and qualitative research on the basis of Value-added Theory throughout the text, which explains the social cluster behavior, this study tries to make an in-depth inquiry of the six grand factors of network media environment, the pressure o f social structure, netizen psychology, trigger events, effective mobilization and social control, thus to reveal the multi-level factors and their internal evolution mechanism and laws in the germinal process of the Internet public opinion.This study will be divided into three parts. The first part is the basic inquiry for the interpretation of concepts and literature review; the second part is theoretical research, logical reasoning and empirical research; the third part is the summary of thinking and enlightenment. In the first part, the author will tease out the works on the Internet public opinion and review the development course of the Internet public opinion from comprehensive perspectives of sociology, psychology, management and political science, attempting to place the Internet public opinion in a clearer setting and scope where it can be investigated overall.The second part is the focus of this article, which is to be studied from synchronic and diachronic perspectives. The former will exert theory deduction and case analysis to the six grand factors to reveal their general characteristics in the network communication environment and its role changing mechanism on the network public opinion; the latter will explore the specific role characteristics in the evolution of a dynamic process and the internal mechanism of the above-mentioned factors set into specific events of public opinion, in accordance with their intertwined role at different times and crisscrossing contexts during their own development evolution process.The third part is to construct the affecting factors of the Internet public opinion and the model of its mechanism based on the above-stated theory, and to briefly discuss the academic significance and social values and enlightenment combined with the actual research. It is also to carry on dialectical thinking about several controversial topics closely concerned about the Internet public opinion, thus to attain further distillation of the theme achievement of this research.