Research On Ecological Management Of Two Public Opinion Fields In Transformation Period

Our country has carried out the reform and open policy for thirty years since1978, and entered the transition period from socialist planned economy to socialist market economy. This transformation brings many negative issues at the same time. The instability of media ecology also becomes more serious in recent years. And with the new media add in, it expands the folk public opinion field platform. The interactive distance between the officials and people were pulled into, but the distance is get longer with loss of credibility、weaken of discourse power from the official public opinion field. This paradoxical phenomenon which cause is to have to think about it.This article which is based on absorbing the previous research results, combined with the literature research method, case-analysis method, content analysis method and a combination of multidisciplinary method, the scope of the study will be focused on: Firstly, make a literature review about the domestic and foreign research results for "public opinion ecology"; Secondly, make a analysis about characteristic and operation mechanism of the Chinese two public opinion fields in the transitional period; Thirdly, make a analysis about the current ecological problems of two public opinion fields; fourthly, put forward related suggestions and measures to govern and manage the public opinion field in the sight of itself.On the whole, the mainstream of popular public opinion field and official public opinion field are the same basically, the official public opinion field gradually "landing" with the aid of the network platform to fuse into the popular public opinion field. However, when unexpected events or rumors which is negative social situation happens, the ecological environment of public opinion fields become unbalanced. They are full of frequent conflict inevitably, with the transformation of society, they can not coordinate with the development of societyto keep the pace of reunification. In consideration of the ecological bottleneck of the public opinion fields, I propose some strategies to govern media ecology in view of the three subjects of public opinion field which are the government, the media and the citizen according to the information interactive mode of communication. Including improving the guidance ability of government, innovating the communication path of media and improving people’s media literacy.In summary, I think that creating a public opinion environment is a system engineering and a dynamic process which is full of continuous exploration, continuous optimization and continuous optimal path to be searched. The fundamental is to follow the logic of public opinion ecology systemand make the ecological factors in the effective start and form a good interaction loop. Internet as a highly open space, it is difficult for the government to clean up the information which go against its own control by the way of forbidding. On the opposite, it will only increase public resentment and deepen the wide gap between the government and the people. Therefore, it is able to count for the days that Chinese media industry will enjoy a boom if we can grasp the rule of ecological evolution for public opinion fields appropriately, solve the problem actively, fuse into public opinion fields and enlarge the divisor.