Reseach On The Response Mechanism Of College Public Opinion Crisis In Self-media Environment

With the extensive application of the self-media platform such as blog and micro-blog in China, every Internet user can acquire, produce, share and disseminate information.If some problem happened in college can’t be dealt with in time, its information mixed with something false may easily be widely disseminated through self-media platform. The mixed information makes it hard to determine the truth from false information, which will trigger panic in the college group, and ultimately break out the university network public opinion crisis.Building a response mechanisms of college public opinion crisis has important practical significance and guiding values to prevent, treatment and reflection university crisis of public opinion.Through a sample survey of colleges’ response mechanisms to the network public opinion crisis in the media environment, this article tries to find the problems of the response mechanisms. We try to seek reasonable countermeasures by parsing the existing problems. This article is divided into six parts, which includes introduction, body and conclusion.Introduction as the beginning of the paper’s main part, mainly refers to four issues:First, the significance of the topics of this article; Second, the summary of the related research, including the quantitative analysis of the research results and qualitative analysis of research content; Third, the object of the study, ideas and innovation; Fourth, the methods of literature, questionnaire, interviews and other research methods applied in the course of the study will be fully articulated and described.The first part is an overview. First we gave the definition of self-media and the effect network of public opinion crisis; Second, the formation process of the university network public opinion crisis is fully expounded; Finally we summarized four new feature of the university network public opinion from the self-media environment. They are the diversity of the dissemination contents, the interaction of the dissemination mode, the high-speed of dissemination, and the equality of the participates’ domain position.The second part is systematic exposition of the theory about the response mechanism to university network public opinion crisis in the self-media environment. It is mainly divided into two aspects. The first aspect is the basic theory about the public opinion research of Marxism and the Communist Party of China; The second aspect is the communication theory basis, including the agenda-setting theory of the response mechanism to university network public opinion crisis,"gatekeeper" theory, and the leaders’ opinion theory. The third part is the survey and analysis of the response mechanisms to the university public opinion crisis in the self-media environment. Mainly include two aspects. First is the survey and analysis of the sample colleges’respond to the event of network public opinion crisis, including survey instruments and implementation, analysis of reliability and validity and the survey results and analysis; Second, according to the summarized findings of the problems of the university network public opinion crisis, we found four aspects problems, including the leading mechanism is not perfect of university public opinion, the force protection mechanisms are inadequate,the interactive response mechanism is not flexible, the feedback mechanism is incomplete.The fourth part presents the strategy for the response mechanism to college public opinion crisis in the self-media environment. This part presents the countermeasures through the establishment of "in advance-things-after" model. Namely the establishment of the leading mechanism of college public opinion in the self-media environment, the establishment of the force protection mechanism of college network public opinion, the establishment of interactive response mechanism, and the establishment of feedback mechanism of college public opinion in the self-media environment.Finally, we further pointed out in the conclusion:no matter in theoretical research or in the course of practice, the current management of the response to the university network public opinion crisis should be further deepened. The main purpose of this paper is to look forward to the follow-up research can continue to learn from the research point of view of the other schools, across the gap between research school, and discuss together to improve the response mechanisms of the network public opinion with effective strategies.