On Periodic Features Of Internet Public Opinion Evolution And Its Regulation System Construction

As a barometer of social conditions and public opinion, network public sentiment is the online reaction of public views and attitudes on public affairs. If handled improperly, it will cause bad emotions of the public and make the simple question become complicated, the general problems turn into hot issues and local issues change into global issues, thus affecting the stability of the real society. Therefore, the most emergency problems needing the government to solve through grasping the rule of network public sentiment are how to collect the public feelings, gather wisdom of the public and how to improve the public opinion guidance mechanism, positively resolve the public opinion crisis and improve the management towards virtual society.The thesis first interprets the contents and extensions of network public sentiment, such as concepts, components, generating models and so forth. Second, with the life cycle theory analyzes network public sentiment existing life cycle characteristics.Meanwhile,through induction and statisics21cases, we find that the network public sentiment consist of four phases, including the incubation period, the growth period, the maturity period and the recession period. Then, the boundary between network public sentiment and the government regulation will be investigated on the basis of current situation of China's network public sentiment regulation."Qian Yunhui Event" is taken as a case study to confirm the existence of life cycle evolution within network public sentiment and to point out the following problems of the government regulation for network public sentiment:Insufficient regulator means in the "incubation period"; obsolete regulatory principles in the "growth period"; inappropriate ways of handling in the "maturity period"; lack of assessment mechanism in the "recession period". Last but not least, this thesis puts forward four strategies to improve the regulatory system of network public sentiment at the base of life cycle characteristics.This thesis argues that the life cycle features of network public sentiment requires that network public sentiment regulation follow the network public sentiment law of development to establish an orderly system with different response strategies at different periods, including public sentiment realization, reasonable reflection, effective guidance and post accountability. This system consists of four steps:1) the design of the monitoring system during the "incubation period" relies on law that checks and balances supervision and equities, comprehensive management institutions, the new network control system and the network public sentiment regulation system built by the government and enterprises;2) during the "growth period", preparation should be made to tackle network public sentiment, with the collection system to collect public sentiment, the analysis system to identify hot public sentiment and the warning system to warn the hot public sentiment that has touched the warning line;3) the "mature period" is the culmination of network public sentiment when the government needs to guide network public sentiment by setting a network agenda, emphasizing the influence of network public sentiment leaders, solving events faithfully and establishing a spokesman system;4) the "recession period" is termination of network event, but it does not mean that response of the government to network public sentiment is at an end.Afterwards, it is essential that the government establish a corresponding evaluation system to take performances of those persons in charge of administrative organs on preventing and responding to network public sentiment above county level into consideration in the annual performance assessment.