The Emergence And Charactristics Of Internet Public Opinion

With the rapid development of the worldwide internet since the end of 1990's, the internet public opinion finally came up. Internet brings a shockwave to the traditional public opinion communication. As the fouth media, internet's effect is always full of contradiction and paradox. On one hand, it can enlarge both positive and negative effects of public opinion. Sometime it makes them compete with each other. On the other hand, with the growing of internet public opinion effect, it is difficult to supervise and lead the internet public opinions in a correct way. As a result, how to lead internet public opinion correctly has become a common subject for theoretical fields, internet media and internet supervisor.As the subject of internet public opinion has not been fully discussed. We selected some news websites and gate websites as research objects. With the public opinions they communicate and the characteristics of internet communication, we explain some typical cases, analyze the formation of internet public opinion and summarize the strategies for supervision and leading public opinion. In this paper, we discuss my subject as following:The origin and purpose of this research subject are firstly dissertated in the introduction part. Then the current situation in this field and research methods are thoroughly described.In the first charpter, we made some defination and classification on the concept of internet public opinion, we also discussed the origin and analyzed the social influence of internet public opinion.In the second charpter, we focus on the multi-subject methods for the formation of internet public opinion. We analyze two cases to summerize the elements for internet public opinion formation. One is about Shenzhou VI, the other is about a postgraduate of Fudan University, who has abused a cat. Furthermore, the beginning, apperance and communicational characteristics of rummors were also discussed. The methods for keeping away and forbiding internet rummors were pionted out in the end.In the third charpter, the characteristics of communication for internet public opinion were firstly analyzed. Comparing with traditional media, the internet media has its own specialties.In the fourth charpter, the necessities of enhancing the supervision and leading of internet public opinion were discussed. Some advises were given for this question.In the last charpter, some significant problems for future research were indicated. The researchers should pay much more attention to the basic aspects of internet public opinion. The integral framework of researching should be established so that we could obtain a fine circulation between the theorical level and the practice level.