The Research On Formation And Avoiding Strategy Of Internet Public Opinion Risk

The Internet has a high degree of freedom, strong interactivity and rich information. And it has become a convenient platform in which people can pay attention to political situation and express opinions and attitudes. Internet public opinion is not only a response to the social reality, but also a map of the real world of politics, economy and culture. What can not to be ignored is that, the network public opinion itself has some non-rational component. Especially when sudden events that directly related to the public interest happen, network public opinions are most likely to gather in a very short time, the risk characteristics are more and more prominent.The objective reasons of Internet public opinion risks include multiple reality risk, imperfect law of network words and deeds and so on. The subjective causes are Internet users'psychology, improper news media lead, incorrect official response etc. This paper argues that Internet public opinion is a new kind of risk that intertwined "Risk Times" and "The Age", which has become an important factor in the increase of social risk coefficients. With regard to the fact of internet public opinion risk and some common improper response, this paper divides the network public opinion's evolution into four stages:incubation period, formation period, fluctuation period, involuting period and three patterns:burst mode, progressive mode, repeating mode.The internet public opinion risk will undoubtedly pose a threat to network security and social harmony. In order to properly pre-control and effectively avoid the risk of network public opinion,the paper puts forward some strategies, including risk monitoring to early warning, enhancing effective risk communication, repairing damaged image and other aspects.With more reference to the theory of risk society, risk communication, public opinion and other related science theories, the paper is intended to form a preliminary understanding of network public opinion risk, making up for that past network public opinion research is simply limited to journalism and communication theory. At the other hand, these strategies are of great significance to eliminate the network environment and maintain social stability, and also useful for improve people's sense of network public opinion risk and network media literacy.