Research On The Deficiency And Perfecting Measures Of Online Public Opinion Guidance In Emergency

In so far as we staged into the social stage with piles of social contradictions andwith limited channel of public abreaction, the social pressure is overloaded; therefore,emergencies may erupt at any time. as its sudden and destructive nature, greatdifficulties have been brought to official countermeasures. If the information arerather blocked and the countermeasures are not appropriate, public panic wouldarouse, which in turn would affect the social stability. Nowadays, the internet hasdeveloped so fast that it has become the “forth medium” following the threetraditional medium as newspaper, radio broadcast and television. Under thiscircumstance, we enjoy the opportunities as well as confront with challenges itbrought with in dealing with the emergencies. If we can use the internet to releaseinformation in time and guide the public opinions as well as to build socialcommunication platform, social panic can be easily controlled, life and propertysecurity of the public can be protected and the social stability can be maintained.However, the ability of utilizing the internet to deal with the emergencies is ratherlimited as our government now is under the function transformation process.Therefore, it has both theoretical value and practical guidance to have a deep studyabout how to cope with emergencies by using the internet.By introducing the case of steroid clenbuterol, this paper does a deep study aboutguiding the internet opinion when emergencies happen. Firstly, it states the concretemisguiding of internet opinions: the delayed reaction of public opinion developmentdue to inappropriate guiding time; concealing information from public in the publicopinion boom; ignoring the information in the public opinion down period. Manyfactors exert an inappropriate guiding way, such as avoid the important and dwell onthe trivial, passive guidance, single approach and so on. Secondly, by the further studyof the topic, we conclude that three factors weigh heavily against governmentalmanagement of public opinion guidance when emergencies happen: a lack ofawareness for guidance, the weak management of guidance and the disposition ofprotection for guidance. Thirdly, we elaborate how to improve the public opinionguidance in a deeper way. We should lay more focus on collect and supervise thepublic opinion, analyze and forecast the public opinion. We should not onlyunilaterally focus on either online public opinions or the off-line public opinions but to combine the both. We should provide safeguards from our system and technicalsupport as well as financial support.