A Study On The Guidance Of Public Opinion In Mass Incidents In China

Compared with the old days, Chinese economical sectors, the pattern of interests, lifestyles, social organization and values are different. Contradictions and conflicts between people from different interest groups are gradually appeared. All of these reasons trigger a large number of mass disturbances. The frequent appearance of mass disturbance has become a prominent issue affecting social stability and development.Mass disturbance is actually the epitomized reaction of our various social contradictions and social problems in the reform period. From one side, it reflects our government’s flaws. Our government is currently faced with a new management challenges. Thus, how to guide public opinion in the development of group events is not only a academic topic, but also a urgent tasks to local governments at all levels.This paper is based on the example of jiangsu qidong7.28group incident and mainly take the case analysis, content analysis and document analysis. After analyzing the broadcast of the traditional media and online text display, the author discovered that in the process of public opinion guide of the jiangsu qidong event, there exist certain disadvantages of the government and media. For example, at the beginning of the group event, the government and traditional media did not seize the opportunity to guide formation of public opinion, the report is imbalanced, news reporters is not qualified and the audience is vulnerable to news reports from different ideology. Based in this, in this paper development of the public opinion will be divided into four periods, the outbreak of the event quell period, events of four periods. They are the incubation period, the outbreak period, the calm period and the affect period. According to the characteristics of public opinion from different periods, the author put forward some ideas and suggestions for the government and the mainstream media to overcome the shortcomings of the guidance on the development of group events, such as building public detection mechanisms to strengthen crisis warning latency; the media and the government should promptly report the event; construct the public accountability system; the mainstream media should take a active action to guide the public opinion.