Research On The Association Superposition Effect Of The Internet Hot Issue

In the field of Internet public opinion,it is difficult to maintain the excitement of the public because of endless stream of Internet hot topics. In recenet years,according to the development trend of the Internet public opinion,the hot issues are no longer occured individually, but there are similar samples of intermittent or continuous occurrence of the phenomenon.A serious of different public opinions shows that many isolated events evoluted into interrelated events after superposition,expand the depth and breadth of the events and prolong the excitability cycle,which has been becoming correaltived and seriated to generate the so-called associative effects.So it is important to grasp the occurrence and development of Internet public events by studying deeply the way that how the Internet hot topics proceed associating and superposing,the factors that influence the association of public opinion,the questions that caused by the assocination of public opinion.This research taking the vicious incidents on the campus of “Fudan Poisoning”as example,discussed the basic patterns and rules and analized the intrinsic source of the assocination of sepcific public opinion,put forward to the strategies from the perspective of government,media and netizen to alleviate the negative impact of assocination and superposition with the combination of public hot issue superposition and the Chinese social envirnment,under the integrated use of macro and micro basic research congitation.The paper is divided into five chapters.In the introduction part,we understand the research situation about the association of academic circles on the Internet hot isuue through the definition of related concepts,as well as the analysis of domestic and foreign literature review.Then the first chapter finish the reports of vicious campus events after the occurence of “Fudan Poisoning”reported by central media.The second chapter by analyzing from two dimensions of the dorm and content,find that the vicious campus events superimposed with horizontal and vertical interwined on the form,using sensitive words and emotional superposition in the content to elicite strong mobilization.In the third chapter,with the help of with the help of Smelser’s Value-added Theory,we explain the behavior of Internet public opinion to reveal the underlying causes of associative superposition of the Internet public opinion by studying six factors including the Internet media environment,the pressure of social structure,netizen,trigger events,effective mobilization and social control,as well as to explore and grasp the essence of the development of Internet public events.The fourth chapter reflects the superposition and traet the influence of association dialectically,investigate the association of network public opinion strategies from the technology,media,netizen and the government,to avoid the negative impact brought by the association and superposition of the Internet hot issues,purify the Internet environment and achieve the social stability.