Research On Frame Effect Of Internet Public Opinion Reversal

The phenomenon of reversal of public opinion on the Internet is frequent and has received widespread attention from the academic community,the industry,and the public.The classical framework theory in communication studies believes that the various public opinion responses generated by different news events are the result of the interaction between the mass media news framework and the audience framework,namely,the so-called framework effect.Then,is the phenomenon of the public opinion reversal of the Internet as a phenomenon in which the attitude of public opinion has changed significantly in the short-term?Does it have the above-mentioned framing effect?Or does the significant change in public opinion attitude in the short term also relate to the interaction of the transmission framework?This inspired the author to start with the classic "framework theory" in communication studies to explore the new hot issues of Internet public opinion reversal.Based on the theoretical knowledge of communication,sociology,and psychology,this article uses document analysis,content analysis,and case analysis to deeply analyze the interaction between media news framework and netizens' issues framework in the online public opinion reversal.The role and forming factors of the framework effect in the reversal of the Internet public opinion,and based on the framework effect,it proposes a guiding strategy for reversing the public opinion in the Internet.The study found that in the reversal of online public opinion,there is a significant frame effect between the mainstream media news framework and the Internet users'microblog commentary framework.This effect not only manifests itself in the influence of the news media framework of the mainstream media on the attitude of netizens,but also shows that netizens' comments have a counter effect on the media news framework.The interaction between the two manifested as convergence,negotiation and competition.Among them,the framework convergence constitutes the basis for the network reversal of public opinion,and the framework consultation has increased the possibility of reversal of public opinion in the Internet.Framework competition has promoted the rational return of Internet public opinion.Relying on Entreman's framework theory,this study believes that the formation of the frame effect in the reversal of Internet public opinion is based on the four elements of the social background of news production,the values of journalists,the presentation strategies of news texts,and the cognitive psychology of individual netizens.The specific manifestation is that media organizations are pursuing "utilitarian" factors in the new media era,journalists' sympathy for weak tendencies,news texts,and stereotypes of netizens.Finally,based on the perspective of framework effect,this study proposes a guiding strategy for reversal of public opinion on the Internet from media news reports,audience media literacy,and Internet platform management.This study is a meaningful extension of both the research on Internet public opinion and the media effects in the new media era.In addition,the findings of this study also have some enlightenment significance for the guidance of media in the mainstream media.