On The Governmental Guiding Of Public Opinions In The Context Of Diverse Web Opinions

China is undergoing social transition while the whole world is developing towardspolitical democratization and economic integration. In such a double context, people’sdemands of interests and views of values are diversifying. Accordingly, the public opinionsare showing a tendency of diversification. Based on reality, the pubic opinions in the internetsociety are also diversified. Besides, the transmission characteristics of network are alsoresponsible for the diversification of web opinions, especially the emerging of newtransmission media. For instance, the booms in microblog further promote the diversificationof web opinions.On the one hand, the diversification of web opinions shows the upgrade of citizenawareness and participation sense; on the other hand, it provides a way for the government toinvestigate people’s situation and make scientific decisions. Generally, the diversification ofweb opinions is the refection of the social development. In the internet, nevertheless, not allthe public opinions are beneficial to the society. Negative opinions, such as false, irrationaland emotional ones, not only influence the rational judgment of net citizens but also lead tosocial panic, even imperil social stability and state security. Therefore, it is necessary for thegovernment, the social administrator, to guide the diverse web opinions.However, the guiding of public opinions faces all kinds of challenges for the currentChinese government. Firstly, with the lack of government credibility, the public is no longer“superstitious” about the government but suspicious of the actions and speeches of thegovernment, not to mention the oriented intervention in the public opinions. Secondly, theguiding methods of the government have their own deficiencies. The old guiding of publicopinions pays attention to indoctrination and propaganda while the new guidance needscontinuous improvement. Thirdly, affected by the public’s diversified views of value andwrongly directed by some media, the public’s concept system of value is repeatedly eroded byall kinds of views of mammonish, ugliness, and speculations, and some views of universalsocial significance are continuously decayed. The guiding of public opinions faces newchallenges. Realizing the problems emerging in the current diversification of web opinionsand the deficiencies in the governmental guiding of public opinions, the thesis proposes the research “On the Governmental Guiding of Public Opinions in the Context of Diverse WebOpinions”.Under this topic, the first chapter, from both internal and external factors, mainlyexpounds on the point that the diversified public opinions are the main characteristics ofcurrent social public opinions and also clarifies the effects on the democratic politics. In thesecond chapter, in order to better show the characteristics of the diversification of webopinions, the thesis chooses the Case of ‘Yao Jiaxin’ to make quantitative analysis,emphasizing the diversified web opinions reflected in the case and analyzing the reasons ofthis phenomenon. The rapid development of microblog has transformed the construction ofinformation transmission. Its unique transmission mode and features further promote themutual influence between the public opinions. Thus, the third chapter mainly focuses on themicroblog’s facilitation on the diversified web opinions. The forth chapter, the most importantone, gives explanation on the ways for the government of guiding public opinions in thecontext of diverse web opinions from the creation of government credibility and outlook ofsocial value, and improving the old and new the guiding methods.