The Study On Consensus Guidance's Challenge And Technology In Network Era

Consensus guidance, also called public opinion leading, is controlling people's consciousness, leading people's will using public opinion and then control people's behavior so that they will do the communication behavior according to the route, policy and rules made by social governor. Consensus guidance plays a very important role in society. First of all, the public needs cognitive determination and value leading. The right consensus is the great impetus to the society development and political stability. Secondly, the right consensus guiding can defuse the public crisis.Our study on consensus guiding starts very lately. About thirty years from 1949 to 1980, there is not even one paper on consensus. Along with the further process of reform and opening up, theory of public opinion is introduced to China by outstanding Chinese intellectuals. But because it starts very late, our public opinion study is still in a start phrase at present. At the meanwhile, there is a lot misunderstanding in our study on public opinion because of the'up-down'control strategy.Stepping into the network era, the consensus environment changed a lot. The developed Internet platform is becoming the'mainstream media'in which the focus is the topics on social sensitive problems. These changes are a great challenge to the consensus guidance we ever have: firstly, with no check on of editors and journalists, the public can publish the speech freely in many ways such as using blogs, bokees and putting discussion topics. Then, the process of check on is becoming simple from complicated. In network era, the audience is always only one person; all the merchandise can be personalized; the'gate-keeper'is becoming personalized too. The great impact of the gate-keeper in traditional media era is fading away in modern network era. Secondly, the audiences'mentality changed a lot. The emergence of the Internet rioter and the consensus storm caused by people's Mass-following Psychology makes it greatly harder for the consensus guiding.If we still stick with the'up-down'control strategy as before, we won't be able to guide consensus. So we must take a new leading technology. We can lead public opinion in three phrase of the consensus promulgate. Consensus promulgate can be divided into three part:'information flow'in information transmission,'influence flow'in effecting and spreading,'noise flow'strengthened and generalized in the spreading. The reason to control the information flow is to make the information spread freely; truly and integrally show itself to the public so that the public can make the judge; cultivate advice leader, strengthen the authority advice to lead the'influence flow'; banish the aspects that do no good to the event which means banish the'noise flow'.For different forms of consensus, we must use appropriate guiding technology. For emotion-based consensus, we need the media to be calm and reasonable. For information-based consensus, we must make good use of the correct information to vanish the ambiguous information. For behavior-based consensus, we should prop up the positive behavior and restrain negative behavior. For international consensus, we should further improve the spokesman system, further strengthen the foreign news report, further perfect and standardize the management and services for the foreign journalists and the foreign news organizations.For different phrases of the consensus, different kinds of consensus, and different scope of consensus, this paper presents its corresponding guiding technology in the hope the it will help consensus guiding in this network era.