Research On Communication And Influnence Of Microblog Public Opinion In Public Emergencies

Since2010, the year of microblog burst out in China, microblog had met its fast development. Up to December2012, there are more than327,000,000microblog users in China. Microblog has become not only an important platform of tip-offs in the public emergencies, but also a fermentation pool of public opinion hotspots. As a representative of public opinion field of network under the new media age, microblog public opinion has taken great important effect on the progress of public emergencies, also on the network public opinion, media public opinion and social public opinion, by the special transmission mode of microblog public opinion. At the same time, the characteristics of microblog public opinion, such as complexity, burstiness, and the fast-wide transmission, increase the risks of public opinion and politics in public emergencies, putting forward a new challenge to the government for dealing with the crisis and information management. No doubt of that, in the times which take the strengthening management of virtual social as an important part of social management, the research on the microblog public opinion in public emergencies both has the advance of the theoretical value and practical significance. Guided by the relevance theories of communication, sociology and public opinion, the study takes the generation and propagation process of microblog public opinion in public emergencies as the main objects of the research, combining with the analysis on a plurality of typical public emergencies which occurred in recent years. In the first part, it introduces the existing research achievements related to this research, and illustrates the significance of this topic, research methods and the innovation of this study. In the second part, it analyses the changes in each stage of generation and propagation of microblog public opinion in public emergencies, and explores the regularities. Following that, it points out the important impact of microblog public opinion in public emergencies:promoting the development of public opinion field, reconstructing the media ecology of public opinion, influencing the governmental decision-making and the agenda establishment, boosting the governmental microblog. In the third part, it puts forward the influence mechanism of microblog public opinion in public emergencies, by the technology foundation, masses foundation, form of communication, mode of communication and information management strategies; and it also focus on analyzing the several important issues of microblog public opinion in public emergencies, such as "The spiral of silence", opinion leader, emotional communication, rumors,"information cocoons" and group polarization. In the last part, it puts forward five exploratory proposals on how to manage the microblog public opinion in public emergencies:(1) Grasping the effectiveness and opportunity of information disclosure and public opinion guidance;(2) Strengthening the legalization of microblog information management;(3) Joining the forces of nongovernmental and governmental public opinion field;(4) Elaborating the influence power of governmental microblog and media microblog;(5) Uniting and cultivating opinion leaders.