Research On Government Guidance Of Public Opinion In The New Media Age

With the coming of information age, people’s lives and jobs are receiving more and more affects by the network which not only becomes an important medium for people to understand the world and communicate with each other, but also becomes one of the most important platforms for various industries to communicate with each other and to operate coordinately in departments. Especially with the rapid development of Sina micro-blog and Tencent micro-blog, "refreshing micro-blog" has become one of the main entertainments people get from the Internet. According to the related statistics, by the end of June 2013, registered users in Sina micro-blog have exceeded to 536 millions. Facing the great changes brought by the development of the network, more government agencies and officials registered micro-blog following the trend. The government micro-blog has soon become the government information disclosure, public opinion understanding, interaction between the public and government, social public event processing platform. By the end of March 2013, the registers’number of the government micro-blog has increased to 170 thousands, and is still in rapid growth. The word "micro" has become one of the most popular network hot words. Hot words like micro-novels, micro-movies, finding big changes through micro things, accumulating micro things into big achievements, micro words with big meanings and the micro-blog national teams are endowed with the brand of the times.Micro-blog is not only a kind of convenient and rapid social networking platform, but also a kind of intangible social force. Its appearance makes the government public opinion guidance and image maintenance face with new challenges. It also puts forward higher request to the government administrative and management service capability and promotes the awakening of the citizens’ awareness. In this context, All levels of government departments and their staff need to continue to implement the people-oriented service concept as a base, and to keep up paces with the time and improve the ability of public opinion guidance. What is more, it is significant for government departments to enhance media literacy and abilities to deal with public relations, and to enhance mutual understanding and trust between the public and the government in order to resolve contradictions and disagreements.Guided by basic theories of journalism, this paper uses government micro-blog as the object of the study and inquires into the external factors and difficulties that affect the development of government micro-blog, in order to discuss strategies government departments take in guiding public opinion. This thesis is divided into five parts. The exordium includes the purpose and significance of the subject, the research review, research methods and innovations. This is the background and research foundation for the whole paper. The first chapter outlines the characteristics and state-of-the-art of government micro-blog. The second chapter discusses the social impacts on social work and lives, and also the external factors and difficulties government micro-blog is facing to during the guidance of public opinion. The third chapter focuses on the methods for government micro-blog to guide public opinion in its daily work, then analyzes the scientific and feasible possibility in handling government affairs by government micro-blogs. The last chapter focuses on the methods to deal with unexpected emergencies during the period of social transformation.