The Studies On The Effect Of Micro-content Of Public Opinion’s Disseminate

Each netizen when they are using the Internet, whether consciously orunconsciously, have left some" traces", although these traces are small, they are moreor less express netizen present views. During the era of the Web2.0, networkpolymerization technology make these small micro-contents to a mickle., exert apowerful influence on public opinions. The micro-contents’explosive emergency havea huge effect on the social public opinions including formation, mode of transmissionand social effectt.In the era of the Web2.0, network from the perspective of technology providesmicro-content with the formation of public opinion may, at the same time networkformation to the center of the environment for the formation of public opinion hasfacilitated the micro-content. In addition, the micro-content itself features such asviews of the plurality of breaking the agenda-setting immutable and frozen, powerfuluser viscosity and so on, also become its forms the public power. Micro content manylittles make a mickle. Become public opinion a new birthplace. The birthplace oftraditional media and the dominant originated on the contrary, is representative of theviews of users and expression of public opinion, the birthplace of change haspromoted the formation of public opinions mode change, especially the micro contentcan produce the butterfly effect and long tail, the original" waterfall model" thedominant pattern was broken, transpiration model gradually rise, and with thewaterfall model of coexistence, mutual influence public opinion formation,development and disappearance.In the era of the Web2.0, transpiration model relative to the waterfall model inthe formation of public opinion on the effect is more obvious and direct, two modelsfor social public opinion function at the same time, but the formation of publicopinion are not completely uniform, difference is inevitable, these differences comevery naturally made conflict inevitable.Of course, these two kinds of mode to generate public opinion under certainconditions, can promote each other, micro content with the traditional media andgovernment attention, realize the harmonious and healthy development of publicopinion, but as a result of micro content propagation characteristics: stereotype, thenetizen crearive paranoia, make two kinds of mode to produce opinion formationcontradiction and conflict, it is very likely lead to the disappearance of socialconsensus, aggravate social fracture. These contradiction and conflict are a certainreason, of course, to alleviate and solve these conflicts, in the communicationenvironment must expedite micro content transmission channel, preventing flow ofinformation, in addition, the government also should perfect compensationmechanism, realize the role change, satisfy the people respected demand, finalrealization of two kinds of public opinion field integration.