A Study On The Dislocation Development And Communication Interaction Between "Official Public Opinion Field" And "Folk Opinion Field"

For a long time, the guidance and regulation for public opinion are based on the top-down opinion formation model, which dominated by official media. But in the Web2.0age, the development of new media technology gives the citizen voice. More and more ordinary people communicate through network platform which is more freedom and convenient. The generation patterns of public opinion has changed. Millions of Internet users make "public opinion" through new media such as microblog, micro letter, then they form a strong public opinion field from bottom to top. The "civil public opinion field", based on new media technology, rise and gradually reveal a strong influence, often take leading public opinion. However, the "official public opinion field" is often aphasic in front of the major public opinion event, so the credibility decline. The "civil public opinion field" which is Swelling, with the"official public opinion field"which is timid appear dislocation phenomenon that collision and conflict frequent. At the same time,"the official public opinion field" have realized their own loss of the supremacy of consensus guidance, are actively apply various means and "civil public opinion field" interact and achieved some positive results. Dialectical analyzing the relationship of "official public opinion field" and "civil public opinion field",exploring the characteristics of new pattern of public opinion which is triggered from new media technology, could help the official to innovate the way and concept of how to control public opinion in time, and try to expand the "two public opinion field" overlap area,in order to leading the positive energy to promote social harmony and democracy.This paper analyzes the formation mechanism of’official public opinion field" and "civil public opinion field" through the waterfall model of Deutcher, then make a brief description of the developing situation to "two public opinion field". On this basis, this article thoroughly discusses the dislocation and interactive of "official public opinion field" and "civil public opinion field"The core of first part of the study is the dislocation phenomenon of "official public opinion field" and "civil public opinion". based on the status quo of China’s public opinion field, the author analyzed the reality of "two public opinion field" dislocation, mainly in six aspects:the dislocation of starting main body in the public opinion events, the dislocation of opinion topic focus, the dislocationin of the reaction speed during facing a public opinion, attitude dislocation of handling public opinion events, the authenticity dislocation of public opinion, and the narrative style dislocation of public opinion reporting. And then discusses the deep reason of dislocation phenomenon, mainly summarized as:Social structure transformation trigger new social contradictions; the new media environment promote civic consciousness awakening; the psychological change of the main body of public opinion when they participate in the public discussion; grassroots values hit the mainstream value system.The second part is mainly making a simple analysis and discussion about the interactive of "official public opinion field" and "civil public opinion field". First of all, according to the characteristics of official and folk "two public opinion field",we analyzed the possibility of interaction and provide theoretical and practical basis for study the interactive communication. Then, based on the the trend of interactive about "official public opinion field" and "civil public opinion field", we obviously find that official institutions has shown the positive aspiration of how to interact with the folk. They carry out the officer of the people interaction through the Internet platform, such as using the Internet for the voice, taking the initiative to set the agenda, taking the initiative to public information through a variety of official microblog. One of the most prominent is the government affairs microblog, which showed the positive role in advancing interactions of the officer and folk. Finally, standing in the angle of official namely, the author try to put forward the feasibility strategy of how to implement the best interactive about "two public opinion field",such as using the intermediary role of "opinion leaders", using new media technology, seizing the timing of the leading of public opinion.The coexistence, dislocation and interaction of "Official public opinion field" and "civil public opinion field" can promote the formation of public opinion, they are two kinds of forms of public opinion which be able to complement each other and mutual communication. They innovate constantly during confronting and interacting, and promot "two public opinion field" playing its positive role,in order to making contributions to building socialist democratic society.