The Prosperity Of The Internet Public Opinion And The Construction Of The Scientific Public Opinion Ecology

Since long ago, the idea of public opinion and the way of controlling publicopinion in China tend to be too or rather one-side oriented. People did not attach enoughimportance to the supervisory public opinion from bottom to top. As the Internetspreading over China gradually, the news comments on the Internet, BBS, and the Bloghave already become the main stage of the Internet public opinions. The public opinionson the Internet develop so lively that the monopoly of the public opinions made by thetraditional mass media gets broken. People have wider space to express their opinions andthus the diversified public opinion circles become more interactive. At the same time, thesupervisory public opinions from bottom to top get greater space than ever before throughthe Internet. All these make Chinese public opinions become more multivariate andopened. From this we can see that the increase of the influence of the public opinionsconnects more tightly to the development of the public opinions on the Internet, andconsequently it makes the construction of "the scientific public opinion ecology" becomepossible.This paper mainly applies the qualitative investigation, with some approaches suchas second-hand data, the induction and deduction, and so on. Some related conceptionsand metaphors of ecology are also used. This paper analyses the surroundings out of theChinese contemporary public opinion system, tries to make out the triple connotations of"the scientific public opinion ecology". Meanwhile, the paper investigates the advantagesand disadvantages of the Interuet public opinions from the aspect of "the scientific publicopinion ecology". It does not only discuss the construction and optimization that theInternet public opinion brings to the public opinion ecology, but also supplies certainsolution to the problems which exist in the present Internet public opinions.