Study On Guiding And Controlling Of Online Public Opinion

Internet Communication has been soaking into everywhere in the world, and changing the life of human beings and the face of the world. Gradually, online public opinion, which is deriving from Internet Communication, takes the place of traditional public opinion. Therefore, the guiding and controlling of online public opinion, further building a harmonious online public opinion environment, will be significant for China's building a harmonious society plan. The writer defines the definition, characters, functions and social influence of online public opinion according to related public opinion theories, then studies the guiding and controlling of online public opinion based on two cases:'2005 Anti-Japan Movements in China'and'2008 Anti-Carrefour in China'. The writer points out the solution could join communicated methods and other methods together. Communicated methods include: strengthening the Gatekeeper function of mass media, making use of mass media's Agenda Setting function and reinforcing'the hard core'to equalize the spiral of silence. Other methods include technique method, policy method, law method and morality method. Nevertheless, the writer makes study on the main group who is concerned to online public opinion in China, and emphasizes that enhancing the media literacy of the group will also be an important method for establishing a harmonious online public opinion environment.