The Strategy Research Of The Rumor In Micro-Blog Public Opinion Field

As a product of human society since ancient times, the rumor is a social phenomenon that can not be ignored. The rumor has its unyielding life, from the date of birth to today, rumor rather than fade, but has the potential of intensified, Internet rumors that emerge in endlessly with the development of Internet technology is the best proof of that. On the morning of June 24, 2015, the Chinese academy of social sciences institute of journalism and communication in Beijing issued the "new media blue book", the report in the new media era of "fake news" phenomenon and the countermeasures study "widely spread in 2014, typically 92 fake news has carried on the dimensional analysis, found that 59% of fake news starting in micro-blog. Although we can't take fake news as rumors, but a large number of false rumors makes many people think they are equal, and nearly sixty percent of the data starting from micro-blog pushes micro-blog to the forefront of public opinion.As the darling of the media era, micro-blog was welcomed by citizens in our country because of its convenience, openness since the date of its birth, not only it becomes a very important channel for the citizens to obtain information, but also becomes an important platform for citizen expression. From "micro-blog crackdown" to ” micro-blog public welfare", from " micro-blog anti-corruption " to" micro-blog supervision ", micro-blog is full of positive energy, but there is no denying the fact that, micro-blog rumors have been the crux of the micro-blog for the worst. With the enhancing citizen voice and enhance information transparency, the rumor did not disappear, but worse, and triggered a series of mass incidents and brought negative effect that can not be ignored. Throughout Chinese scholars on the research of the rumors, most of whom were negative attitude, research on micro-blog rumors have continued the views, as "a scourge", think its disrupt the normal public opinion environment, proposed to the film.Although most of micro-blog rumors are harmful, but we also can not deny its characteristic value of public opinion field, no matter as a "alternative news" to satisfy the public's right to know, forcing the official opening, or questioning the official information, carries on the supervision by public opinion, micro-blog rumors has its necessity of existence and unique value. Based on this, this article would like to take a comprehensive view of the micro-blog rumors, trying to explore the relationship of micro-blog and public opinion in base on rumors in essence is a kind of information, on this basis to discuss the positive and negative impact of micro-blog in public opinion. Finally, this article try to discuss how to correctly guide public opinion, regulate micro-blog rumors, designed to reduce the negative effect of micro-blog rumors, aimed at creating a positive and healthy micro-blog public opinion environment.Firstly, distinguish the concept of the rumors, and puts forward the rumor is a kind of information, the nature of true and false rumor defined standards, thus denied rumors will simply equal to the misguided concept of false information, and then on this basis puts forward the concept of micro-blog rumors, and micro-blog rumors make a simple comparison with traditional rumors, clear the characteristics of micro-blog rumors.Secondly, the paper expounds the concept of public opinion and public opinion field, and put forward the micro-blog public opinion field belongs to the public opinion field's point of view, to lay a good foundation for the final classification of coping strategies, and then to discuss the relationship between micro-blog rumors and micro-blog public opinion, put forward the micro-blog rumors deformity of public opinion is a kind of form.Then, on the basis of the former two parts, this paper tries to discuss from two aspects of positive and negative micro-blog rumors affect micro-blog public opinion. Subject to the myth of the rumor is equal to the false information, when it comes to micro-blog rumors, people regard it as a scourge, think its discussion normal public opinion environment, but differs from the official news, micro-blog rumors tend to fill the blank of the information, seek the truth, to express public opinion demands, aspects and so on to carry on the supervision by public opinion to play a positive influence, ignore these positive effects not only goes against the objective reality, and is not conducive to cure micro-blog rumors, so first explore micro-blog rumors from the front to form the positive impact of public opinion. In addition, the harmfulness of false rumors micro-blog we see, especially in the present of contradictions, the official credibility damage, people tend to choose to believe micro-blog rumors and make it as the truth of the matter to spread, so false micro-blog rumors are bound to mislead public opinion, cause people to panic, cause the social chaos and even lead to mass incidents, so the next from negative to explore the impact of micro-blog rumors, hopes to arouse people's attention.Finally, according to the micro-blog rumors of positive negative influence on public opinion, put forward how to deal with micro-blog rumors to reduce its negative effects, including public opinion field within its own response and official opinion external regulation strategy. From micro-blog itself, including with the power of Internet users to identify false rumors, to increase the heft of micro-blog account to deny these rumors, micro-blog public opinion leader, correctly guide public opinion, Internet users improve media literacy; From the external supervision, including strengthening the surveillance of public opinion, to strengthen the control of the network, pay close attention to public opinion demands, based on solving social conflicts.