Study On The Guidance Of Public Opinion In Emergency Events In The Age Of Big Data

In the big data age, the change in means of information dissemination has resultedin the change of the discourse system in cases of emergency events. First, discourseright in agenda-setting has changed, which results in the rise of popular opinion, thedecline of mainstream authorities and increasing role of opinion leaders. Second,socialized media represented by Weibo has become a major discourse expressionplatform for emergency events. Weibo has become an opinion center in emergencyevents and is ready to bring about a huge storm. Finally, the controllability of discoursesystem in emergency events has gone, and the difficulty of regulation has never beengreater. The development of information and communication technology tops the list ofcauses that lead to the above changes. The popularization of communication devices inbig data age and huge information flow thus generated make possible the quick andwide spread of emergency events, and then opinions are produced. Of course, China’snumerous social contradictions, frequent disasters and common outbreaks of crisis in itstransitional stage have provided rich raw materials for the opinion storms. Moreover,different agenda-setting parties in emergency events with their own purposes are alsoone of the important reasons for the change of discourse system.The author has made clear the development trend of discourse system inemergency events during the age of big data and determined that this thesis should befocused on how to deal with this issue. The author has done detailed analysis from threeaspects: responding thinking, construction of information management mechanism, andconcrete and strategic implementation. First, responding thinking should be inaccordance with such characteristics of big data as large-scale, high-speed and relevance,and should be fully adapted to the requirement of open information by socialized media.Second, responding to opinions in emergency events of big data age cannot be isolatedfrom management and analysis of information. Three mechanisms are discussed basedon the time sequence in a emergency event: opinion warning mechanism, informationcontrol mechanism and Ex-post evaluation mechanism, dealing with relevant systems(for example, the information monitoring system, information disclosure system, newsspokesman system and ex-post evaluation system etc.) for information management andopinion responding before, during and after the emergency event. Finally, constructionof information management mechanism should be accompanied by concrete information guidance strategies. This paper advises that opinion guidance in emergencyevents on network platform and traditional media should be conducted by both fullyutilizing socialized media and strengthening the discourse ability of mainstream media.