China's Network Of Public Opinion To Guide The Exploration And Thinking

In the new century, with the rapid progress of internet and internet news, network public opinion(NPO) is playing a more and more important role in the formation of social public opinion and communication structure. However, the NPO itself still has many drawbacks and shortcomings and needs an effective guide urgently. Aiming at these problems, this thesis takes a systematic analysis and puts forward some solutions concerning the guide of the NPO.The thesis includes five chapters. The first chapter is about the survey of the NPO, including the definition, the status quo and the drawbacks etc. The chapter analyses some representative conceptions of public opinion in academe and puts forward that the NPO means the convergence of ideas, attitudes and beliefs to a certain thing held by significant amount of people. It also analyses eight factors of NPO and proves that NPO has an significant effects on government decisions, traditional media and populace with rather new materials. Nowadays, the main problems of the NPO are that the negative public opinion raised, the quality of NPO needs to be promoted and the NPO is somewhat misled by untrue and unbalanced netword information.The second chapter concerns the research of the formation and changing of the NPO, analysing the agenda setting function in the cyber space and the procedure of the formation and changing of NPO. NPO can feedback and interact with traditional media, along with the interactivity between the commentators, the interactivity between the opinion leaders and internet users, which eventually forms huge public opinion flow to affect the development of internet events. The traditional media usually consider things as it stands, however, in the cyber space, there are too much network communicators and too less gatekeepers that NPO can spread to any directions in communication procedure and the tracks are not certain and always changing which may lead to many topics totally different from the original one.The last three chapters do the practical research of the guide of the network public opinion, putting forword many countermeasures from three different angles respectively,say, news coverage guiding, moral regulation and government control. Internet media is the trigger of the NPO. Network media must set the gatekeepers again and strengthen the credibility of news, that is, to insist that the news must be true and winnow down the fake and evil news information; to select good contents and guide the NPO in the same time of internet communications. To react on time and edit properly. Authoritative comments can rule the right directions for NPO. For the moral regulations of NPO, we should devocate good network moral, including self discipline, reciprocal benefication and respecting each other. In the same time, we should strenthen the moral self discipline of the internet media and develop the internet media literacy to improve the moral level of internet users. The chapter also offers the meaning, contents and emphasis of internet media literacy. Government control is important and suitable for nowadays internet practice. The thesis points out that we should give the commercial websites and professional journalistic websites different position, that is, positioning commercial websites as information center in the internet, while positioning professional journalistic websites as authoritative information delivery and the guide of NPO. The thesis puts forward five countermeasures and suggests to take an openly effective management model, that is, taking different controls to two kinds of internet media; focusing one or two journalistic websites as emphasis; feedbacking to NPO properly; positioning different websites and contents; heightening the quality of internet media personnel. At last, the thesis points out that we should grasp the trend during the development of the network technology and emphasis on both the development and the control of the NPO to make the internet and the NPO become the progressive force and an organic part of our socialist harmony society.