Research On The Communication And Management Of Public Mood In Weibo

Currently,China stays in the critical period of social transformation,during which the industrial structure is rapidly adjusted and social system continuously faces new circumstances.Therefore,the common people's demands are stronger than before.Weibo is easy to get started with small amount of anonymous reviews and fast spreading and diffusing speed,so it becomes an important tool for users expressing their demands and participating in public sentiment events.It's worth noting that the occurrence and development of Weibo public sentiment don't follow the rational logic but emotional logic to a great extent.After public sentiment events occurring,user's emotional expressions extend and intensify their feelings.Then it turns into public mood carrying with group pressure,and facilitating the users' perception concentrating in one same point,which will triggers the group irrational behavior.Along with the press' s pressure,users' view and internet marketer's sensationalization,the independent event will easily evolve into the confidence crisis of related government organ.The communication and management of public mood in Weibo has become an important topic in public sentiment research.In the perspective of emotional psychology,the paper researches the topic referring to American socialist Smelser's “Value-added Theory”,which focuses on studying the internal and external motivation,subject and network,social impact and management of public mood communication in Weibo.The paper considers the Weibo public mood communication as a crow behavior.In this perspective,it explains the reasons of crow behavior referring to “Value-added Theory”.Domestic Weibo's crowd behavior is more emotional,which is not only the irrational outcome of social structure,but also the rational choice of constructing crow behavior,so the paper will take the group emotional elements into consideration when analyzing and explaining Weibo public mood communication.The research finds that the structural pressure brought by social transformation provides much available resources of feelings for spreading public mood.The feelings is alsosolidified by group psychological mechanism.After trigger event occurring,internet marketers provoke public potential emotions through anger,sorrow,banter and other mobilization strategies.They gather strangers together and turn them into “emotional community”,basing on which they boost the individual event into public,local even national events and finally create public sentiment storm.The Weibo public mood are diffused among “low age,low income,and low education background” people.However,with its characteristics of anonymity and openness of Weibo,the diffused mood turns to be different from the social mood.It is more arbitrary and more furious following with the populism tendency at the social bottom level.In the aspect of network communication of Weibo public mood,the additive effects among strong connections and weak connections realize the multi-level communication in different spheres.The diffusion range and effects of public emotions obtain geometric growth during circulating.Under the influences of group convergence and group psychology,users' opinions and behaviors tend to be similar.The formed different groups basing on benefits,interests and career can follow the events state,express their demands and relieve emotions,which thereby generates the “storm” of network public sentiment.The public mood communication in Weibo plays the role of double-edged sword in social governance.On one hand,it contributes to supervise public opinion,promote event solution and relieve social pressure.On the other hand,it also abets the social negative attitude,fosters Weibo emotional violence,and propagates medium trail and other negative effects.Therefore,the current important content of effective network management is drawing on its advantages and avoiding its disadvantages.In the aspect of public mood communication in Weibo,public mood is the early form of public sentiment.The related government organs mainly clear up its negative public mood by solving the public sentiment events.The emergence management of“one case with three mechanisms” events always timely solve the public-focused events,so the negative public mood vanishes in a sudden.However,the similar events occur and vanish at intervals,which also reduces public confidence of related government organs.In addition,the public mood guidance is more rigid and less tough when dealing with public sentiment events,so the normal platform's subjectprincipal responsibility system and management effects on users' behaviors reviews and investigations are not obvious.Aiming at the prominent problems of public mood communication in Weibo,the research thinks that it should start from the following aspects: firstly,it should recognize that the current negative Weibo public mood are mainly the twin emotion in the stage of modernization transformation.If it intends to dissolve negative emotions,it needs to focus on social governance and solve social contradictions and problems from the origin.Secondly,current public mood management pays more attention to event and less attention to mood guidance,which doesn't fit with the fact that Weibo public sentiment is typical emotional public sentiment.Therefore,it should reinforce the public mood guidance.Thirdly,the platform should put the entity responsibility of information safety management into practice.On the one hand,the public mood management should follows the laws and regulations.On the other hand,the management should focuses on the platform publicity and expanding public participation management.In the end,the management of public mood communication in Weibo is the foundation of improving new media literacy for users.Theoretically,it should update the concept of medium literacy.In practice,it should focus on building the multi-educational system and classified education mechanisms of developing medium literacy.