The Generation And Guidance Research Of Internet Public Opinion Under The Media Mergence Trend

Internet resources and technologies become more and more mature today, the power of the Internet users has not been looked down upon. Spread advantages including quickness,interaction and vast amount of information make the Internet win its own position in Journalism and Communication and public opinion formation fields. The Internet has gradually become the mainstream media of public opinion, the fact is this platform has become the most turbulent place of public opinion expression at present. As a new form of social public opinion, Internet public opinion provides people with an unprecedented and free communication platform and space. Anyone into the Internet can speak freely, forming a free market of public opinion. And the maturity on digital technology also directly promotes the development of the media mergence, this new media environment will affect the generation and evolution of public opinion, so we must guide Internet public opinion reasonably and effectively, to ensure correct direction, and this is very significant for making a good Internet public opinion environment and even for building a harmonious society.This paper is divided into four sections, and systematically analyses and discusses the generating and guiding problem about Internet public opinion under the media mergence trend. The first part begins with the connotation and characteristic, summarizing the Internet public opinion itself. The second part emphatically analyses the generation processes and evolution regulation of Internet public opinion, the exchange and integration among the Internet, the person and the real society, influence the generation together. Generally the process on generating Internet public opinion is from issues emergence, opinion explosion, opinion exchange to the generation finally. With each public opinion platform's growth and bump, the ways of generating Internet public opinion are more diversified, including traditional ways such as news reply and BBS. new ways such as blog and podcast, distinguishing ways such as" Human Flesh Search", and currently the main battleground such as Microblog. The third part mainly expounds the connection between generation and guidance from four periods including initial period, growth period, outbreak period and subside period of generation, to dissolve the opinion crisis according to different situations. The fourth part explores the most effective and reasonable guidance strategies. Actually, as long as the government, the media and the public act together, cooperate with each other, we can achieve the best effect on guiding Internet public opinion.