Research On Guidance On Online Public Opinion In Universities And Colleges

The CPC Central Committee attaches great importance to the network construction and management. “Working on the online public opinion is a long-term task. We should innovate to improve the online publicity with laws of internet communication, highlight the theme of the times, stimulate the positive energy, and make great efforts to cultivate and practice the socialist core values. To make the cyberspace clear and bright, we should grasp the correct time, degree and effect of the guidance on network consensus,” particularly emphasized by President Xi Jinping in the first meeting of the central network security and information technology leading group. This is an important decision made by the Party in the new era, and it requires the whole Party to attach great importance to the guidance on network consensus.With the rapid development and wide application of the Internet, the network has infiltrated the work, study and life of the university/college teachers and students. University/college BBS, forum, QQ, Microblog, We Chat and other network applications have become important platforms for university/college students to obtain and deliver information. University/college teachers and students are willing to use the network to show themselves, exchange ideas and express demands. Major events and hot issues are often spread quickly on the Internet, arouse a wide range of heated discussions, and form a certain scale of online opinion. Therefore, making a good use of the internet platforms and effectively improving the online public opinion ecosystem have become an important task to maintain the stability, development and harmony of colleges and Universities.Research on the guidance on online public opinion in universities/colleges has important significance. In theory, it can help to master the ideological trends of university/college teachers and students, further the study in effectiveness of the ideological and political education, and promote the interdisciplinary research of the discipline of ideological and political education. In practice, a good guidance on online public opinion can enhance the effect of the ideological and political education, promote the reform and development of universities/colleges, and provide references for the guidance on public opinion as well; a bad guidance on online public opinion will greatly reduce the effect of ideological and political education, damage the image of universities/colleges seriously, and even affect the social harmony and stability.Based on the literature material law, survey research and case analysis, this thesis aims to explore the following issues. Firstly, with the study of the process and methods generally used in the guidance on online public opinion, we find the basic principles, strategies and mechanism of the guidance on online public opinion in universities/colleges and explore an effective and attainable mechanism for the guidance on online public opinion in universities/colleges. Secondly, with a thorough analysis of 23 positive and negative cases, we explore effective methods of the guidance on online public opinion in universities/colleges for reference.Thirdly, we explore the university/college students’ ideological fluctuation in the context of network. Considering university/college students’ characteristics of being real-time online, wired for social interactions, and wired for thoughts, we carry out the empirical research, “Observation of University Students’ Discussion on Socialist Core Values via University/college BBS” to explore the research of university/college students’ ideological trend under the background of network influence.Strengthening the management, improving the guidance mechanism, and enhancing the effectiveness of guidance of network consensus are the core issues of this thesis. Making a research of the guidance on online public opinion in universities/colleges requires a systematic sort of the connotations and basis of the guidance of online public opinion in universities/colleges, a further elaboration of the process and mechanism of the guidance on online public opinion in universities/colleges, a comprehensive analysis on the present situation and problems of the guidance on online public opinion in universities/colleges, a detailed suggestion of the principals and strategies for the guidance on online public opinion in universities/colleges, and the establishment of a mechanism to improve the guidance on online public opinion in universities/colleges. Based on the above ideas, this thesis is finally formed with five chapters.Chapter I,Connotations and Basis of Guidance on Online Public Opinion in Universities/Colleges. Based on Marx and Engels’ historical and spontaneous thoughts on public opinion, social existence determines social consciousness theory and the theory of socialist core values as the foundation, we clarifies the concept of online public opinion in universities/colleges by using agenda setting and communication effect theory of communication studies, legal regulation of the science of law, attitude change theory of psychology, social movement theory of sociology, and the computer application theory. It explains the basic features of the guidance on online public opinion in universities/colleges to lay the theoretical basis for researches on the guidance on online public opinion in universities/colleges. The features of the guidance on online public opinion in universities/colleges are as follows: agents including teachers and students, contents focusing on campus topics, media including network platforms in and out of campuses, spreading rapidly, and intertwining closely with the public online opinion in the society. This chapter analyses the “messenger”, “adhesive”, “relief valve”, and “wind vane” functions of the online public opinion in universities/colleges,and also lay a solid theoretical foundation for the study of the online public opinion in universities/colleges.Chapter II, Process and Mechanism of Guidance on online public opinion in universities/colleges. This chapter clarifies that the public opinion has a development period of latency, fermenting, acceleration, climax and decline. It also summarizes the communication mechanism of the online public opinion in universities/colleges from five aspects, namely, propagation speed, mode of transmission, communication psychology, the recession rule, and technical factors. It makes a systemic analysis of the communication effect of the online public opinion in universities/colleges in the five aspects, namely, polymerization effect, linkage effect, conformity effect, contagion effect, and butterfly effect.Chapter III, Current Situation and Problems of Guidance on online public opinion in universities/colleges. Basing on an eight-month follow-up observation on the discussion on socialist core values at ten universities’ BBS and relevant bid data, we analyze the ideological trend of current university students to provide cognitive basis for the empirical research on the guidance on online public opinion in universities/colleges. On this basis, we find that the important opportunities for the guidance on online public opinion in universities/colleges includes the gradually highlighted importance, the preliminarily formed system and mechanism, updating technologies, and increasingly innovative methods. We illuminate the practical difficulties of the guidance on online public opinion in universities/colleges, namely, existence of ideological misunderstanding, ambiguity of relevant management departments, unsmooth coordination and interaction, lack of response to online public opinion in universities/colleges, team deficiencies in guidance on online public opinion in universities/colleges, and the relative lack of decision support systems.Chapter IV, Principles and Strategies of Guidance on Online Public Opinion in Universities/Colleges. We put forward to adhere to guidance principles of being scientific, active, timely, and systematic. We explore various guidance strategies including quick delivery of “news source”, mastery of periodic “alarms”, exploration of identity “gatekeeper”, setting blocking “firewall” and a good use of diversified “techniques” and strategies.Chapter V, Establishment and Improvement of Guidance on Online Public Opinion in Universities/Colleges. We propose to set up five mechanisms of the guidance on online public opinion in universities/colleges. Firstly, judgment mechanism. Universities/colleges should strengthen the data collection of online public opinion, improve the analysis and judgement of online public opinion, and speed up the information feedback and submission of the online public opinion, Secondly, exchanging mechanism. Universities/colleges should set up “network spokesman” system, and strengthen the integrated development of the traditional media and new media. Thirdly, emergency mechanism. Universities/colleges should improve the early warning mechanism of online public opinion and strengthen the efforts for emergence management. Fourthly, coordination mechanism. Universities /colleges should build information platforms, set up mechanism of department interactions, found cooperation among local areas, universities, and enterprise, maintain public communications, cultivate “online opinion leaders”, and strengthen the consciousness of online “gatekeeper”. Sixthly, guarantee mechanism. Universities /colleges should improve the basic norms of legislation, support the introduction of network technology, speed up the cultivation of “online commentators”, strengthen researches on online issues and create a healthy network culture。...