On Public Opinion Through Network And Corresponding Response Of Public Emergencies

The Internet is changing our social life. In this era, with a microphone in front of everyone, the propagation pattern appears to be changing; the right to speak is being decentralized; Micro-forces might have an important impact on real politics; the way in which the production and dissemination of information has been experiencing a revolutionary change. Public opinion through network of public emergencies, the product of a series of backgrounds----network became the main media; the mode of information transmission changed; the right to speak in network society had significant changes----leads to a series of situations:the normalization of public emergencies’ breaking out, rapid amplification of event diffusion, the fervorization of vying for the right to speak as well as the trend of inefficiency of traditional models and strategies to react to public opinion.The public opinion through network of public emergencies is the result of kinds of factors, public emergencies, netizens, networks, government and social environment, in nonlinear interaction and shows multi-line spreading paths. Its evolution experienced four periods, newborn, saving and development, booming, fading and subsiding, and each showed significantly different stage characteristics, which was manifested as:the revolutionary mode of the transmission of public emergencies, the new center and the new authority of the transmission, the labeling content of transmission, the non-rational participants, the difficulties caused by the publicized events and other characteristics. In the formation process, it follows six laws, the law of diffusion, transformation, mutation, fluctuation, resonance and attenuation.On one hand, public opinion through network of public emergencies can help government departments easily understand the dynamics of public opinion, grasping the course of events. On the other hand, a lot of negative public opinion will undermine social harmony, affect the ideological security, threaten the governing safety, or even directly lead to social unrest.Improper reactions to public opinion through network of public emergencies mainly show as:responders ideologically couldn’t recognize the extent of the situation development; the reaction rate lagged behind the spreading progress of the mass media; experience-based reaction couldn’t be identified by interested parties; the official response couldn’t reach netizens’expect. The main reasons of the above phenomenon conclude:the responders vacant, the response not timely, the attitude unbalanced and the methods improper, in the response, in which both subjective reasons is to blame and other factors, such as quality, competence, methods and mechanism.To effectively respond to public opinion through network of public emergencies, innovative response concept, principles and strategies must be created. In response concept, the concept of position consciousness, modern communication, normalized management of crisis, and the concept of the same resonance frequency should be strictly stick to. In response principles, timely and accurate, open and transparent, objective and true, I-oriented and managing effective are all musts. In response strategies, responders should deal with from three levels respectively. At the macro level, a new pattern of guiding public opinion should be set; government’s social governance online platform should be innovated; promoting the process of managing network according to law and improving the network quality of party and government cadres also should be on the agenda. At the neutral level, mechanisms such as overall plan and co-ordination mechanism, monitoring and early warning mechanism, rapid response mechanism, comment-guiding mechanism and accountability mechanism all should be set and improved. At the micro level, responders should be "The person who give the first definition" when publishing information about public emergencies, should deal with public opinion on networks and problems behind networks at the same time controlling the source of public opinion, should seize the commanding height of the trend of public opinion in agenda setting, and should also promote netizens to return to the rational regression through authoritative advice on the basis of online comments.