The Study On Guiding And Control Of Public Opinion In Chinese Internet

Internet, after newspapers, radios and television, is called "the fourth media" .With the development of interenet, public opinion on it plays more important role in forming social public opinion and structure of communication. At present, there are still flaws and deficiencies of the public opinion on internet in our country, which are needed to be guided and controlled rightly. This paper has analyzed these problems existed and tried to provide means and strategies which can be used to conduct and control the public opinion on internet.This paper consists of four chapters. The first chapter is introduction, which studies the defination, forming and characteristics of public opinion on internet. It also analyses representative conceptions of public opinion and opinion on internet in academic area, holding that the public opinion on internet is assembly of individual opinions, viewpoints and attitudes on some areas (such as replies forums ) which are provided by people who are consideratable in amount on internet, and that the public opinion on internet can be represented and formed mostly of replies to news , opinions of net medias and forums on the internet, which can show the public opinions quickly. At the last part of this chapter the characteristics have been studied and generalized: generous contents, spontaneous opinion is more than that of conscious, scattering and conflict; hard to control—the most prominent characteristic.Chapter two discusses the necessity of conduncting and controlling public opinion on the internet. this chapter mainly studies several factors which fix the necessity, including the charateristics of public opinion on the internet, constitution of web audiences and problems exist in the opinion of internet etc. It points out that negative opinion of internet has increased its impact, such as rumours on net; the spread of sentiments with inveigh on the internet; appearing of "rioters on net" which are unable to neglect.There are seven points for controlling. The first, techinical control on net. The most effective technical method on filtering illegal and harmful information is "PICS-PIatformfor Internet Content Selection" and "netutral labeling" , whose principle is to category each web site , label them accroding to characteristics. The soft ware of computer monitors the labels at the same time, in order to restrict some certain contents on nets. The second, strengthen adjusting net stations. Our state always controls net medias with laws and administeration, and the most imprtant, the documents , decisions and resolutions, speeches and directing of leaders. The third, strenghen legal supervising the atmosphere of net.The laws of supervising on net consist of basic legislation, sectional legislation and tegional legislation.The fourth, restrict the social morality and ethic on net. At present, the control of laws and technology are limited, so the role of morality is far more important, which comforms to the reality. The fifth, use advanced methods of conducting public opinion for referrence. The sixth, strengthen the self-disipline of internet. So we should firstly promote the development of internet in our country, create credit system and intellectual property rights of internet; We also have to promote the construction of net order and harmonious atmosphere, making the net medias development be healthy , making the public opinion on net present its positive role and be the original power of constructing harmonious net society.