Research To Guide The Public Opinion Under The Age Of New Media

One of the colleges and universities as organizations most receives the attention of the whole society, the diversification, public transmission media field group interactive new media era, facing new challenges, the traditional public opinion control and suppression limitation has been unable to adapt to the changes of blockage of speech information technology and media ecology.. The public opinion guidance how to correctly face the challenge in the new situation, how to improve the ability of public opinion guiding and under the new situation, is one of great theoretical significance and practical value proposition, In this paper, analysis of literature review and case based on, from the perspective of communication science and management, the public opinion guidance in Universities in the new media era of.This paper consists of six parts. In the part of introduction, the purpose and significance of the study at home and abroad, the definition of related concepts, research methods and innovation are analyzed; Subsequently, relevant concepts, the new media dissemination characteristic and impact are described; then on the basis of the analysis of the subject, the object, public opinion formation process and the current situation, combined with the specific case abstracts several big challenges to guide the public opinion under the new media environment:the public opinion guidance idea is backward, easy to lose the initiative the right guidance of public opinion; the old methods, the campus media function loss; the public opinion guiding mechanism is not perfect, the management of public opinion are difficult to form resultant force. Path to deal with these challenges is the core part of the thesis, in this chapter, the author from the university management decision-making point of view, and puts forward the Countermeasures of university public opinion guidance:change the idea, construction of organizational system of college public opinion guidance; seize the opportunity, grasp of public opinion guidance initiative; media integration, create new pattern of public opinion guidance in Colleges and universities; the integration of resources, improve the emergency response mechanism of public opinion.