The Net-mediated Public Sentiment Of "the Entry Fee Of Fenghuang Town"

Along with the high speed development of internet, the information disseminatemuch faster than before. Net-mediated public sentiment reflects the public opinion onthe internet, but it will bring two effects which are positive effect and negative effect.Currently, the network hot events happened frequently, the net-mediated publicsentiment caused by it effected the society, and it can not be neglected. When thegovernment faces public sentiment of these hot events, it becomes a tough issue forthem that how to respond and utilize the positive effect of public sentiment to promotethe formation of positive internet opinion.This paper selects hot case “the Entry Fee of Fenghuang Town” which happenedin2013for the study case, basically analyze the rise and formation of publicsentiment of network hot events. The author divides the formation of public sentimentinto three stages, the incubation period, outbreak period and remitted period. Duringincubation period of “the Entry Fee of Fenghuang Town” case, the government issuepolicy which trigger the discuss topic formed, then the central zone of publicsentiment formed, finally the internet users consistently pay attention on this whichresult in initial public sentiment formed; during outbreak period of public sentiment,the media disseminate the public sentiment, conflict of different internet opinion andpositive promotion of the opinion leader, which forms public opinion; during remittedperiod, public sentiment dispersed when government compromise on resolving thepublic sentiment.In mean time, the author analyzes behavior character of the net-mediated publicsentiment of “the Entry Fee of Fenghuang town”, and examine the action whichtaken by Fenghuang Government when they face the crisis of public sentiment. TheFenghuang government did not handle the public sentiment. The Fenghuanggovernment has taken counter effect during each period, this paper analyze andproposes following tactic to handle public opinion properly: the new policy whichostensibly harm to the interest of the public shall be demonstrated sufficiently andclearly specify the reason, therefore, it can avoid to form negative “Hot News”,respond positively when negative public opinion comes up, be noted to say on bothsides, flexibility lead the public opinion so as to ensure the government policy willnot be targeted. When the negative public opinion develop, government shall respondto the concentrated negative case timely so the negative case will not change to negative public opinion. The government shall properly follow peoples’ idea, andnormalize as well as adjust government policy once negative opinion formed, thegovernment shall listen to the peoples’ request as well as appeal, and issue somepolicy to benefit people while insist on the correct policy but not give up the correctstandpoint.