Research On The Guidance Of TCM Online Public Opinion

In the recent years,the crisis of TCM has come one after another,which has brought severe tests to TCM.At present,the research on public opinion environment and communication management of TCM is still in its infancy.Under the background,it is very important to strengthen researching on the guidance of TCM online public opinion and expand the practicability.From the perspective of news communication,political management and social psychology,this paper explores the related concepts,theoretical basis,ecological environment,evolution process,action factors,problems and strategies of the guidance of TCM online public opinion by the bibliographic method,case analysis,systematic method and big data analysis.As a kind of online public opinion caused by the incidents of TCM,TCM online public opinion is a collection of public attitudes,emotions,views and opinions spread in the cyberspace after the incident.The guidance of TCM online public opinion is a process in which the guides lead various opinions on the Web to a unified,rational,mainstream-ideological perspective by every possible means.The guidance of TCM online public opinion has the theoretical basis,including Marxist,news communication,social psychology and other related disciplines on the theory of the guidance of public opinion.They provide theoretical reference and support for the research on the guidance of TCM online public opinion.In recent years,the overall ecology of online public opinion is improving.Nevertheless,we realize that the critical incidents occur frequently in the field of medical and health,which are easy to cause public crises because of involving the personal and property safety.The situation of TCM online public opinion is still grim.Taking the ecological optimization of TCM online public opinion as the goal,we comprehensively analyze the guidance of TCM online public opinion from three aspects:the online public opinion environment,the online public opinion rules and the online public opinion subject.It will have a huge effect on promoting the development of TCM online public opinion.TCM online public opinion goes through a process of generation,development and disappearance.It is believed that the contradictions between public attention to medical health,stereotyped stereotypes of TCM,desire for truth and lack of active publicity,absence of authoritative voice,rumors are the influencing factors of TCM network public opinion.After TCM network public opinion emerging,it usually experiences latent period,outbreak period,diffusion period and fading period.Due to a series of factors,TCM online public opinions tend to be disorderly in the process of dissemination.However,we can still find the common laws:interaction law,reversal law,polarization law and so on.As long as we understand and grasp the periodicity and regularity of TCM online public opinion,the guiding strategies of TCM online public opinion will be more targeted.It is of great value to strengthen the guidance of TCM online public opinion.On the one hand,TCM online public opinions have positive roles to deepen the understanding of TCM,provide a reference for the government to hear the aspirations of the masses,and push forward the development of TCM by the supervisory function.On the other hand,negative public opinions seriously damage the credibility of TCM and lead public to distrust TCM.Hence it can see that TCM online public opinions aren’t monsters.The key lies in how to guide and standardize them.Needless to say,it is not smooth sailing to guide TCM online public opinion.Due to inadequate understanding,insufficient media literacy and imperfect legislations,there are the improper guidances of TCM online public opinion at present,such as ostrich guidance,tortoise guidance,kangaroo guidance,etc.The intertwined problems which we encounter often make the guidance of TCM online public opinion in a dilemma.Therefore,it is necessary to conduct a comprehensive analysis of the guidance of TCM online public opinion and find out the problems and causes.To study the guidance of TCM online public opinion,we need to analyze the constituent elements and functions.Through in-depth analyses,we find that the different guides of TCM online public opinion finally form a joint force in the game and resonance.We find that timely grasp,accurate analysis and effective response to public opinion are of great significance to enhance the guiding effect of TCM online public opinion.We find that the positive interaction between new media and traditional media would transform the crisis of TCM online public opinion into a good opportunity for science popularization.We find that the differentiation of the audience lead to the complexity and difficulty of the guidance of TCM online public opinion.In order to effectively guide TCM online public opinion,we must set up correct guiding objectives,adhere to flexible guiding principles,and master appropriate guiding strategies.It is suggested that we should strengthen the guidance of TCM online public opinion from three aspects.At the macro level,we should improve the legal system to provide order guarantee for the health dissemination.As the position of TCM online public opinion expands,the management advances without leave any supervision loophole.At the median level,we should improve the relevant institutional mechanisms of monitoring,warning,emergency,accountability and other aspects of TCM online public opinion.At the micro level,we should comprehensively improve the guiding ability of the main body,including government,media,public,enterprises and hospitals.They will work together to create a clearer cyberspace to promote the healthy development of TCM.Dickens said,this is the best and the worst of times.In an open public opinion field,it is the responsibility for us to make TCM continue to play a role in human health,keep the vitality of TCM,use the Internet to promote the development of TCM.We hope to provide a useful reference and inspiration for it.