From Confrontation To Integration-Study On Interactive Communication Between Public Opinion And Official Opinion In The New Media Environment

Leapfrog development of new media technology has brought changes in the mediaenvironment.The public opinion communication has step into the multiple media spreadpattern from the traditional one-way propagation time.The official opinion face the dualchallenges of technology and public opinion.Thanks to the opening and interactivefeatures of the Internet,public become information disseminators and express theirviews and opinions through micro-blog,forums and social media.Public opinion beganto rise and become more active,then finally formed “public opinion gathering ground”in the network.With the popularization and application of technology,the independentcommunicational awareness of public is constantly reinforced.They participate in publicaffair frequently.But media literacy of public has not improved significantly,so thatpublic opinion is full of irrational and emotional expression,which bring a hugechallenge to the management of public opinion.Due to technology has empowered to public and decentralized discourse,publicopinion gain the power to compete with the official opinion,which lead to intertwineand influence mutually.Affected by different reasons like diverse interests,poorcommunication, information uneven and lack of mutual trust,public opinion frequentlyhas confrontation with official opinion and competes discourse power in hot networkevents.Because the official opinion lag behind public opinion,it is always in a passiveposition when guides public opinion.Public begin to take the initiative to set the agendaand initiate a new topic to discuss.In addition,opinion leaders represent civil discourseagainst official opinion,which strengthen the difficulty of guiding public opinion andpropose new requirement of construction of the mainstream media.Based on thisphenomenon,the author thinks that the key to resolve confrontation and achieveconsensus between public opinion and official opinion is relieving public opinion bysolving the problem actively. Finally,the author tentatively propose to promote positiveinteraction between public opinion and official opinion from macro and microscopicperspective.