The Communication Features And Strategies Research Onpublic Opinion Of College Entrance Examination

College entrance examination, as our personnel selection examination system of education, its importance is self-evident, it is not only the focus of attention of the community, but also related to the reform and development of basic education, higher education and culture directly affect the quality, innovative talents. In this paper, Xinhua, People’s Daily, the major portals Sina and other educational thematic channels of public opinion and public opinion and major educational website for the way in conjunction Baidu search, hot microblogging search, screened 2011-2015 years,337 public opinion entrance event as this study data using content analysis of public opinion entrance event category content analysis of public opinion to summarize events, propagation characteristics of China’s college entrance examination results public opinion, events, and public opinion entrance event problem in the communication process is analyzed in order, It reflects entrance mechanism needs to be improved in the operation of the problem, at the same time, from the management sector, the media and the public point of view put forward countermeasures.The research shows that there is general public opinion on our entrance event to follow the law, in the annual June and July is the high incidence of public opinion, public opinion, negative public opinion and national events are more subject exhibit the complexity of public opinion, public opinion, the type of event presents repeatability, public opinion events emergencies and policy classes coexist. In terms of public opinion, the presence of the college entrance examination problems:education authorities lack effective prevention beforehand, and afterwards can not actively respond to public opinion, resulting in a recurring event; media coverage in the form of a single, professional public opinion analysis is not in place, the lack of effective guidance of public opinion; although more rational public opinion, but emotional, irrational, one-sidedness is still dominant.To solve these problems, put forward constructive public opinion response:education authorities to improve management through awareness, innovative and flexible working mechanism, strengthen the prevention and management efforts continue to establish and improve the management system of public opinion entrance examination system. Through improving media "gatekeepers" mechanism, multi-channel set agenda, give full play to the role of opinion leaders to strengthen and improve the system of public opinion analysis to guide public opinion. The public wants to constantly improve their own quality, interactive participation mechanisms for the eventual establishment of the public, the media and the education sector.