Network Of Public Opinion Formation Mechanism And Control Strategy Research

According to the census of CNNIC, until 7th 2006, there are totally 2950500domain names and 788400 websites in China. With the advantage of fast speed,interaction and erupting information, the internet has gained its leverage in newsbroadcasting and public opinion forming without dispute. It has become anindisputable fact that internet has become a popular expression of the most turbulentplaces of people's opinion. This article, based on the China status quo and the reality ofinternet, using the theory and method of journalism, public opinion, communication,social psychology and computer science, with reference to system theory andcybernetics, combs the characteristics of public opinion on internet and its formingmechanism. From the angle of internet public opinion fluctuating theory, this articleanalyses typical internet public opinion phenomenon, probes into the formingmechanism of internet public opinion and looks for the control mechanism of internetpublic opinion. Responding to the suffusion of emotional public opinion, the gossipmisguiding public opinion, eroticism problem, polarized opinion and difficulty tocontrol, the author's analysis finds that the freedom of the netizen, the responsibilityneglected, moral pluralism, the anonymity with hiding personality, the treasonouspsychology and the corruption of the website operators is the main reason. It is a greatchallenge and opportunity to control network. From the perspective of the formingmechanism of public opinion on internet, this article offer some control strategies,which include changing the way to combine the regulation and thenon-institutionalized factor, changing static control to dynamic control basing on themonitoring system to the public opinion, connecting the traditional media toStrengthen effect of guiding the internet public opinion, strengthening administrationwith policies and laws, establishing independent internet moral mode, cultivating"opinion leader" who guiding the internet public opinion, reinforcing the role of"internet gate keeper", enhancing the education of netizen.