Study On Internet Public Opinion And Its Influence

The development of internet technology has provided an unprecedented freedom center for the public to discuss affairs, to participate in the political activities. The internet is a centralized distribution center for news, views, and voices. The internet public opinion has become a new form of public opinion. In recent years, internet public opinion access to a more rapid development which pay attention to almost every major or special events in the world. Its influence has infiltrated the political, cultural, economic, social and other fields .The influence of the internet public opinion is a worthy study for it has been proved to be a "double-edged sword".On the one hand, the vast internet public opinion space and more freedom of opinion has promoted the democratization of the political process; On the other hand, the negative influence such as the breeding and proliferation of the rumors and emotional public opinion have become important problems which can not be ignored.This paper gives a systematic analysis and study on the internet public opinion and its influence which comprises 4 parts. The first part, starting with the definition of internet public opinion, analyses the characteristics different form the traditional media and the development process of the internet public opinion . The second part focuses on the of the fields and effects of the influence of internet public opinion. "The internet mob"as a phenomenon of its negative influence is also analysed in this part. The third part , basing on the theory of inter-media agenda setting,discusses the interaction between the traditional public opinion and the internet public opinion.The last part pays attention to how to hold the right guidance of public opinion to make full use of the constructive function of public opinion, and how to restrain the destructive function of public opinion.