A Study Of The Strategies Of Network Public Opinion Guidance And Control

Over the years, with the rapid development of Internet technology the networkpublic opinion appears with great number. However when bad network opinion andIrrational emotions are not guided effectively, the network opinion crisis occurs andproduces a series of negative effects. How to establish a scientific, standardized, effectivenetwork opinion crisis prevention and control system so as to minimize the negativeimpact of the crisis, to create a harmonious, orderly network opinion is a problem inpublic administration. At present, China’s economic and social development has beenexperiencing rapid transformation. And of various social contradictions was emerging.Xiamen PX chemical events, Hangzhou5.7drag racing event, grab the salt controversy,the Forbidden City gate, Jocie Kok show off her wealth doors, motor vehicle rear-endaccident and the ongoing JiaXin Yao case, are all examples of network opinion crisis.Although network opinion crises mentioned above focus on different social point of viewbut their most significant common feature involved in the upsurge of online publicopinion, and vigorous network mass incidents. This article intends to pick up twoexamples to study deeply the network public opinion guidance and control.This paper discusses the basic concepts and theory of network public opinioncontrolling and guidance. Combine with the characteristics of the research situation andChina’s network public opinion, the causes of the network public opinion was studied.This paper argues that the cause of network public opinion is the objective groupphenomenon-"group polarization" of the network groups, the main psychological factorsand technical factors of the network public opinion. The network public opinion eventshave both positive and negative effects. This paper argues that we should maintainequality, open and tolerant attitude to the network public opinion. Second, we muststrengthen the construction of mainstream network positions. Third, we should strengthenthe interaction with traditional media. Lastly, we should strengthen the network reviewsand occupy the forum. For the control of the network public opinion, we should hold thefollowing considerations. First, to improve the network media monitoring techniques; second, to strengthen information disclosure; third, to establish the emergency responsemechanism of the network of public opinion; Fourth, we must establish the restraintmechanism.Network opinion is also a kind of public opinion. If not handled properly, it can alsocause unnecessary social crisis. To proper guidance and control the network publicopinion will make it more conducive to social stability and development. In this paper,we present specific measures to improve and perfect the network public opinion so as toeffectively suppress the negative impact of it, so that it can meet the common interests ofthe entire community.