Study Of The Characteristic Of College Students’ Network Public Opinion And The Corresponding Management Strategy

The rapid development of modern science and technology makes the network become the forefront of the public opinion. The network public opinion spreads to the whole of society with its unique approach, and has broad impact on human politics, economy, culture, life and other fields. From Eighteenth National Congress of Communist Party of China Party to date, Party central committee attaches great importance to the development of new media and establishes the Central Network Security and Informatization Leading Group. Besides, the World Internet Conference has been held. In, February 27,2014, first meeting of Central Network Security and Informatization Leading Group, chairman Xi Jinping said:"It is a long-term work to do the network public opinion management work well. We must improve and innovate the form of network propaganda and use the network propagation law to promote the main theme, stimulate positive energy, cultivate and practice the socialist core values, make a good grasp of time, extent and efficiency of the guide to network public opinion." In the new media age, the Internet has become the forefront of the battle of public opinion. College students’ network public opinions, as an integral part of the social public opinions, reflect and influence the formation and development of the social public opinion to a certain extent. College students as the most active and sensitive group of the Internet users in reflecting the social spot phenomenon, are easy to express their views on some hot issues of social focus via the Internet. Along with advance of the new technological revolution with s symbol of information technology, many advanced education technology emerges such as MOOC, micro lesson based on the new media technology. With the mobile APP’ application and the proposed concept ’new media+’,networks are into all aspects of the school’s teaching, management, social services and campus life in an unprecedented way. This brings higher education new opportunities and new challenges. They are quietly changing the existing teaching methods and school management. So as an educator or college manager, we must not only strengthen the research on college students’ network public opinions on social hot spots problems form the macro aspect, we must also utilize the new media to pay attention to the network public opinion which reflects the teachers and students’ concern about the teaching, learning, employment, psychological problems from the micro aspect. Therefore, if we strengthen the research on network public opinion of college students, pay more attention to the information analysis, management and guidance of the campus network, establish and perfect the college network public opinion mechanism, this will play an important role in improving the healthy development of campus network.This study combines theoretical research, empirical analysis and system analysis. It is guided by Marx theory, psychology, sociology, public opinion studies, management science and other disciplines theory. Considering the practice of college students, scientific study is performed about college students’public opinion management.First of all, this study has performed systematically on the concept and meaning of public opinion, network public opinion, and detailed the characteristics, composition and functions of network public opinion. This work analyzes and demonstrates the development of network public opinion evolution law, group polarization and reverses spiral silence, and then put forward the network public opinion management information transmission theory, the "gatekeeper"theory, theory of opinion leaders and balance theory.Secondly, this research on college students’ network public opinion system is discussed on the basis of its connotation and characteristics, and analysis of the formation mechanism and evolution law of college students’ network public opinion. It analyzes the main mode of college students’ network public opinion formation from two aspects including the strength of the network public opinion evolution and the dissemination way, and expounds the guiding ideology of college students’ network public opinion management, management philosophy and principles.Finally, this study investigates the current situation and problems of college students’network public opinion management through the questionnaire survey, it has been found that in the colleges and universities there are problems like lack of the management of the network public opinion guidance, lack of timeliness and continuity, lack of pertinence, and management system and mechanism are not sound and other issues. This work puts forward to change four aspects about the purpose of network public opinion management concept, object, idea and process, and establishes a sound mechanism of network public opinion management including information release mechanism, information transmission mechanism, the information coordination mechanism, guide mechanism, the mechanism of "safety valve" and so on five big mechanism system, further improving the university network public opinion supervision and prevention guarantee mechanism, so as to realize the effective management of the university network public opinion.Innovative point of the study is conduction of a comprehensive study of network public opinion combining the following aspects:information security education, psychology, sociology, public opinion studies,management science and other disciplines theory and information communication theory, theory of gatekeeper, opinion leader theory, and balance theory on college students. We establish the mechanism system of a network public opinion letter issued, college students’ information transfer, coordination, guidance, supervision and prevention. Through the integrated use of questionnaires, interviews, field survey and other empirical methods, this paper reveals and analyzes the characteristic of the current network public opinion of college students in our country’s present situation, the existing problems and the reasons for its formation and changes in the law.There are three innovation points in this work. We collect the public opinion data information overall, and perform the statistical and systematic data analysis using the empirical research, fieldwork and other research methods, which reveals the fundamental problems of network public opinion existing in our country university students;We develop a set of scientific, complete college students’network public opinion management theory system including five aspects (the guidance thoughts, ideas, basic principles, basic requirements and management mechanism) from the management point of view with the management system design concept;We design a set of the network public opinion monitoring and management information systems based on the automatic control theory introducing the information feedback mechanism, and improve the information feedback and emergency mechanism.