Research On The Management Of The Network Public Opinion Which Under The Governance Perspective

Public opinion is the signpost of the social development, which plays an important role in leading the social climate and development orientation. The Chinese Communist Party think highly of the propaganda work all the time in order to cultivate a positive public opinion atmosphere and promote the correct generation together with dissemination of public opinion. With the improvement of network technology, changes in the way of information dissemination result in the mismatching between traditional information management systems and its modes,which highlights the problem of lacking guiding ideology and technology in government Internet public opinion, leading to low efficiency. In the meantime, the traditional media’s one-way dissemination has transformed into the interactively multi-speed dissemination that featured by strong interactions. Under the influence of network technological neutrality and Internet users’ subjectivity, Internet public opinion information will easily give rise to overmuch spams, media trail, cyber violence as well as polarization of public opinion in the course of its development. To make matters worse, because of the drawbacks of website commercial modes, low quality of some users and penetration of outside information, it is more likely to arouse social conflicts and affect the normal social order, which is detrimental for the stability and unity. As a consequence, the Internet public opinion problems are badly in need of settling.Governance theory puts emphasis upon social plural subjects governance dominated by government, tries to regulate and improve the network by introducing more participatory body and achieves the overall progress of the Internet public opinion so as to accomplish effectiveness and long-term nature of governance. Among the government, society and tertiary sector, the government should play the leading role in balancing the development of traditional media and new media. Also, we should put the Internet public opinion monitor into effect and establish a system aimed at preventing and dealing with Internet public opinion to push forward its management’s legalization process. On the social side, we should reinforce the core culture construction in the development of network information, optimize online information disseminative environment, and enhance the Internet users’ quality and self-discipline. Tertiary sector should work together in the Internet public opinion management, encourage and push network organizations to take part in thegovernance of the Internet public opinion.