Research On Public Opinpion Regulation Under New Media Environment

With the rapid development of information technology, represented by mobile phone and the Internet, the new media has become an important means of information dissemination as well as an important channel for citizens to regulate public opinion. Under the new media environment, the media and public opinion have taken on new features, which bring convenience for the expression of public opinion and it has brought difficulties and problems to control and guide public opinion as well, therefore, it is necessary to develop and implement the public opinion guidance and control strategy aiming at adapting the new media environment.Initially, the paper analyzed the new media environment through the influence of new media technology, meanwhile it made analysis on the characteristics of the event which easily become the focus of the public opinion as well as its functional role, which laid the research theoretical ground for further study.Then, the thesis analyzed the formation mechanism of public opinion and the problems and difficulties of the public opinion guidance under the new media environment on the basis of the "hide and seek" event. On this basis, the author conducted a comparative in-depth systematical analysis on problems and difficulties of public opinion under the new media environment. Finally, according to the problems and difficulties existed in the specification and regulation of the public opinion, the chapter put forward with the corresponding strategies on the aspect of macro principles as well as specific guidance and control of the public opinion. To truly protect the free expression of opinion, the paper proposes to the Party's principles, positive guidance, open and inclusive as well as integrated control principles such as regulation and guidance of public opinion.In addition, it is necessary to take positive measures in order to control public opinion, specifically it includs:strengthening policy and legal regulation, establishing an open and public channels of information quickly, promoting the integration of old and new media in the process of public opinion guidance, amplifying the positive comments as well as developing "public opinion leader "to guide public opinion under new media environment, besides, establishing emergency response mechanism to deal with unexpected events, and strengthening media literacy of the journalists and the public and so on.