Domestic Research And Public Opinion To Guide Public Opinion Microblogging

Microblog is an emerging open Internet platform. More and more people accept it by reason of its inherent characteristics:the information in disseminating is concise and fragmentation; the role of information in disseminating is civilian and fuzzy, the mean of communication is crossed and interactive, the channel of disseminating is open and diverse, the speed of disseminating is real-time and fast. Its increasingly strong growth influenced and changed the ecological environment of the domestic network public opinion, as well as ecological environment of public opinion. Statistics show that Microblog changing the traditional media with its own advantages is becoming the secend the second largest source of public opinion in the network.Supervision by public opinion of "top-down" and opinion guidance of "bottom-up"are different categories. They have the relationships of the dialectical unity in balancing state, rather than in opposition. The public, the subject of supervision by public opinion, is the object of opinion guidance and ultimate destination of opinion guidance. Supervision by public opinion, as a mean, is an indispensable part of process to realize opinion guidance. Therefore, the realization of opinion guidance can not be separated from supervision by public opinion, and that positive and effective guide opinion can resolve problems in the level which some systems could not reach to. Supervision by public opinion and opinion guidance cannot be separated from each other.In period of the transformation of society. Two of them could take shape an objective power to weaken and solve problem prone to occur in Internet especially in Microblog platform. It can be to build a healthy and civilized public opinion ecological environment, as well as to promote harmonious society.After delimiting the important connotation and relationship of supervision by public opinion and opinion guidance, the research focuses on the issue of supervision by public opinion, and opinion guidance in Microblog with its own characteristics. This thesis analyzes the difference of public opinion and public sentiment in subject, representation and succession, and reach a conclusion that pubilc opinion microblog has grassroots, timeliness, extensive.According to "Spiral of Silence","opinion leaders","agenda-setting" theory in the Communication Studies, The thesis analyzes and discusses current problems of public opinion in microblog of China:"ignition point "of public opinion is low, rumor is overflowing, miro-substance is interacting instantaneously, the diversity of the channels in lacking of checking is leading to loopholes in supervise. After that, the thesis expounds the significance of opinion guidance in microblog. The final part sums up four aspects to strengthen opinion guidance in microblog:to develop benign "agenda setting" for information publicity in time; to check on pubilc opinion actively and effectively by "opinion leaders"; to revises laws and regulations in order to improve network security; to strengthen the moral constraints and enhance media literacy.