The Transition Of Public Opinion Formation Characteristics And Public Opinion Guide Strategy Research

In2010it happened many hot issues such as "Yihuang incident".which has a significant common is it evolves public awareness, the traditional media and new media’s interaction and the public opinion guidance of the government,which are the an agent of public opinion formation catalyst. The study of these characteristics may provide a practical basis for the effective public opinion guidance of the government and scientific governance.Meanwhile it values for the social transformation of current China in theory and practice.This article utilizes the case study method for the "Yihuang incident"which is known as the first case of "Chinese micro-blog rights".It not only presented the new media environment and public opinion formation characteristics, but also has warning significance on governmental public opinion guidance in the transition period.The author uses the method of content analysis and literature research to track and analysis the communication content and mode. This article mainly elaborated new features of opinion formed from the three aspects,such as the subject of public opinion, the traditional and new media and the government. With the development of the new media technology and the new communication mode, the subject of the public opinion characteristics has changed correspondingly,such as communicator and recipient identity coincidence,elite and grassroots’ interaction and the private and the public sphere blurred. It has provide a realistic basis for the virtual world and the reality of life fusion.In the Yihuang event,it conveys a warning significance for the social development,at the same time it reflects the positive function of public opinion. It socializes the citizen participation,drive the political socialization and the Chinese public sphere.Facing the new media environment, the traditional media and new media have been in a interactive and competitive situation, which drive the traditional media must innovate and fusion and retain to morals and norms of the original occupation. In the Chinese transition period public opinion has become the barometer of social stability.how to correctly guide public opinion which is a urgent task has made the party and government face. In the Yihuang incident, the public opinion guidance of the government not only plays a success role.but also the lessons should be learned in time. At the same time, in the transition to civil society the guidance of public opinion faced with the dilemma such as the negative effect on the information resources, the problem of the government credibility and the loss of the official accountability mechanism.How to walk out of predicament and puts forward feasible strategies to guide public opinions is the important meaning of this thesis.