Research On The Formation Mechanism And The Audience Opinion Measurement Of Network Public Opinion Field

In recent years,with the change of social structure in China as well as the increasing media environment in the network coverage area in China,many kinds of contradictions have appeared in the form of network public opinion,which has caused serious obstacles to the network environment in China sustainable development.The eighteen Party Congress has explicitly proposed that "strengthen and improve the construction of Internet content,practice the main theme of Internet ".Strengthen the network of social management,and promote the orderly operation of the network according to the important instructions,which led to the research boom of academic circles for Internet public opinion.The literal meaning of the network public opinion can be understood as the views of the people of the network,so the measurement of the audience's opinion of the network public opinion is essentially the analysis and effective governance of the network public opinion.It is not difficult to find something from looking back a large number of previous research results,which the network public opinion is the result of the special social environment,the public cognition and the network media.Therefore,the research on the analysis and measurement of the audience opinion of the network public opinion must also be the organic integration of the above elements.And because the category of network public opinion has a variety of audience's information reception and use phenomenon,besides explicit text overview,as well as about the point practice on the premise of arbitrary objectiveare destined to cover many extremely complex and variable conditions states and forms.Therefore,try to seek for the adaptation of the complex state of both subjective and objective view of the audience of network public opinion,as well as theintegration of macro and micro,part and whole,qualitative and quantitative,which means that the measurable function system with the local and global integration is the guarantee of the successful completion of many targets of public opinion.With the consideration of the above problems,this paper attempts to use the field theory as the theoretical foundation,and through introducing the concept of network public opinion field,making the complex relation of the original chaos systematized and regularized between the implicit cognition of the audience of network public opinion and explicit information behavior.In this paper,we explore the method and path of audience opinion measurement in the network public opinion field.Unfortunately,currently the network public opinion filed specifically made as the object of study results is very scarce,and a large number of documents directly use the network public opinion filed as an axiom.The definition,connotation and function definition in the network public opinion field are still not clear,but the advantages brought by the mathematical characteristics of field theory that are subjective cognition,behavior measurement of public opinion audience not been demonstrated.In view of this,this paper will firstly define the concept connotation,the characteristics,the life cycle and formation mechanism of network public opinion field,and then firmly make the related cultural characteristics and mathematical characteristics apply to qualitative and quantitative interpretation of practical operation among various phenomena in the network of public opinion,in order to the promotion of perfecting research mechanism of quantitative and qualitative analysis of audience's opinions and emotions,and governance mechanism of public opinion among network public opinion field.Therefore,we can better respond to the increasingly demanding analysis and practice requirements for network public opinion.First of all,this paper based on fully grasping characteristics,process and development trend of network public opinion,dialectically introducing the views and definitions of field theory from natural science and Social Science.From two aspects of connotation and extension deconstructing the definition of network public opinion field,so make the network public opinion field be divided into five parts that are subject elements,object elements,environmental elements and noumenon elements,carrier elements,as well as making mathematical description of field force,field potential,field strength,field pole.Then make sure that global function and external representation of network public opinion field directly from the interaction between objective public opinion information and subjective cognition of public opinion audiences among the field.What's more,revealing the life cycle of network public opinion field,in accordance with the evolution law of the intensity and quantity of audience opinion,make the existence cycle divided into embryonic period,mature period,calm period and reclusive period.Finally,analyze and summarize formation process of four existing periods of network public opinion field,which shows the relationship between the state and interaction of the elements,and then sums up the formation mechanism.Secondly,this paper from the network public opinion field generation showing the measure object to discuss,as well as partition of measurerange,organization measure methods,interpretation measure results,results application environment simulation and other aspects.Then introducing the necessity of audience opinion measurement from the perspective of network public opinion field,also providing forward concrete operation path of information audience measurement under three dimensions of individual,group and whole.Again,this paper put forwards the specific opinion measurement method proposed of individual dimension,group dimension and global dimension,realizing the explicit motivation and cognitive distance of individual audience opinion,as well as the connection robustness and concertrate robustnessof audience opinion group,and analysis and measurement of global strength and polarity of information audience opinion in the network public opinion field.Based on the real data,the proposed method isdemonstrated one by one.Finally,this paper based on the above conclusions of the opinion measurement results,putting forward specific governance strategies of network public opinion field from environmental dimension,noumenon dimension,subject dimension,carrier dimension and object dimension.By changing the network public opinion management thinking,make cavity network public opinion management turn into the specific one.So as to provide a positive contribution to the management of network public opinion.From the aspect of theory,this paper enriches the governance and analysis method system of the network public opinion,broadening the extension of the field theory at information science,management science and other areas of communication science,providing a theoretical support for the construction of the new combination of multi perspective research object,and implementation of network public opinion in the research work.From the aspect of exercise,this paper based the character and the function in the perspective of network public opinion field,and put forward a multi dimensional quantization scheme for the opinion strength and polarity of audience in the network public opinion field.It also comforts the audience's emotion from the perspective of network public opinion field,and provides practical solution for restricting the correction of outrageous words and deeds of audiences,which are in order to promote the network public opinion environment unceasing purification.