The Research Of Network Public Opinion Reversal

With the high-speed development of the application of internet,the public sentiment has shown its diversify development trends.Along with social phenomenon,the incidence of public sentiment reversal has become higher and higher.T he reversal of public sentiment usually occurs in hot events which related to social hot spots,public interest,and social attitudes.The scope and duration of its influence are remarkable.Therefore,It's important to explore the internal patterns of reversal of network public sentiment.This dissertation deeply studied the reversal of network public sentiment based on the related th eories in public sentiment studies,communication studies and journalism studies,and adopted methodologies of literature research,content analysis and case study.I n this paper,the constituent and representation elements and the patterns of public senti ment reversal are introduced,the genesis and mechanism of the reversal are analyzed,the influences of the reversal of network public sentiment to both events and society are presented,and the corresponding strategies of public sentiment guidance are pro posed.The constituent elements of network public sentiment reversal are the subject of public sentiment,the first-published sources,exposure channels,reversal source and reversal node.These are essential components of an integrated public sentiment reversal.The manifestations of the reversal are reflected in the changes of audience's cognition,emotions,attitudes and behavioral intentions which related to the reversal events.The main patterns of network public sentiment reversal are single reverse mode and multiple reverse mode,which classified on its frequency;and single-center reverse mode and double-center reverse mode,which classifies on its number of center.Subsequently,the causes of public sentiment reversal are analyzed from three perspectives,which are subject of public sentiment,object of public sentiment and symbol theory.Besides,the dynamic mechanisms produced by network public sentiment which are driven by journalism professional strength,driven by moral power and driven by legal power,are deeply discussed.Although there are various causes of network public sentiment reversal,they are resulted by the interactionsand integrations of different dynamic mechanisms.At the end of the thesis,the impacts of network public sentiment reversal to events and social development are summarized.And based on this,four public sentiment guiding strategies,which act on network public sentiment reversal,are put forward.They can be concluded as: to improve the attainment level of audience medias;to intensify the consciousness of responsibilities of medias;to perfect the legislation of network information;and to perfect the system of public sentiment supervision and moral education conducted by the government.