The Study Of The Public Opinion And The Strategies Of Guiding In Micro-blog

The transmission of micro-blog is a new mode, which crosses the platform.In the micro-blog, people can release some personal information, and the professional media is able to publish news. In addition, promoting business and public welfare are realized in micro-blog. So micro-blog has a lot of characteristics, such as diversity of users, fractured information, and users can release information immediately. Besides of these, the transmission of information is fissile, which is a characteristic of micro-blog.Because of these characteristics, the micro-blog provides public a platform of utterance, equal and common. By the way, this platform focuses on public opinion and supervises authority effectively. Moreover, it is contributed to coming on the national policy democratically and influencing the agenda and informational source of traditional media.But, as a new platform of public opinion, micro-blog’s control is not perfect. So there are lot of negative public opinion, emotional public opinion and group public opinion and so on. If people can’t control and guide them powerfully, there will emerge the butterfly effect.Therefore, as one part of guiding public opinion, the government must formulate and complete the laws. Meanwhile, they should change the role of dominating and push forward equal and interaction. The second one, the traditional media not only release information quickly, but also guide public opinion timely. And it must distinguish opinion in micro-blog and eliminate some negative opinion, such as rumors, acrimonious and impulsive opinion. The third one, the website should guide public opinion from gate keepers, agenda settings, opinion leaders and refuting rumors. At last, the users ought to enhance their media literacy, transmitting real and healthy information. Only all of above do their own work and take measures, the public opinion in micro-blog will be guided correctly.With the subject of the micro-blog, the study deeply discusses the characteristics and problems of public opinion in the micro-blog. At the same time, by analyzing the function and efficiency of parts of guiding public opinion in micro-blog, including government, traditional media, website and users, the paper get strategies how to guide public opinion in micro-blog.