Influence And Guidance Of Public Opinion About Incidents In The Micro-blogging

According to the Chinese micro-blogging annual report in2012, the number of the Chinese micro-blogging users reached274million until the end of June2012and China has already became the world superpower of micro-blogging users for the corresponding period. Although the rise of micro-blogging is just six years, the role it played must not belittle. The success of micro-blogging is reflected in its outstanding performance of major incident and social hot issues. Depend on its rapid, convenient and other features; micro-blogging is quickly becoming the strong front of public opinion which gathering the power of netizen and incidents reporting centre. Moreover, The Social Blue Book was published by Chinese Academy of Social Sciences in2010evaluated micro-blogging as "the most injurious powerful carrier of public opinion".Firstly, this report focuses on discussing the public opinion of incident in the micro-blogging by using the literature research method and case analysis, providing a comprehensive analysis about the characteristics of public opinion from three aspects, and using the popular micro-blogging cases and major incidents to analyze the forming process of public opinion in the micro-blogging and the role of micro-blogging played in the incident. In particular, the more innovative aspect of this report is using The Stage Analysis Theory presented by the American scholar Stephen Fink in1986to discuss the role of micro-blogging played in the incident and provide a deeper analysis of the role that micro-blogging played in the four stages of development in the event of unexpected incidents. Secondly, combined with the above observations, this report discusses the influence of micro-blogging in the incidents, analyzes the influence of the four types of micro-blogging with the actual cases, and gives evidence by using the theories of "Agenda setting" and "Opinion leaders". Through the above comprehensive analysis and research, summarizes the significance of the micro-blogging public opinion guidance in the incidents and the challenge now. Finally, provides a comprehensive summary of how the micro-blogging operators, government, the media and individual citizens to utilize the strategy of the public opinion guidance in the incidents.