A Strategy Research On Unexpected Group Incidentsthrough New Media Public Opinion Guidance

China's current reform has entered its tough-tackling and deep-water stage, when it faces the tremendous background of social transformations and economic structural adjustments, there have come issues such as unbalanced development between regions and industries, great gaps in development and income distribution between urban and rural areas, increasing emergences regarding education, employment, social insurance, ecological environment, and an obvious increase of social contradictions. The frequency of unexpected group incidents is an explosive manifestation of social contradictions and differences when accumulated to a certain degree. Such incidents are short in time of gathering, wide in range of influence and strong in destruction which, unless properly addressed, will seriously affect social stability and harmony.The era of “Internet Plus”, characterized by the rapid rise of social media of “Microblog, WeChat”, together with the perfect integration of mobile Internet and the development of new media technologies, has changed the passive position of information spreading on the part of the public, providing them with a huge platform for information spreading, exchange of ideas and affective interaction, equipping all individuals with the ability for agenda-setting, greatly shortening the formation of public opinion and reducing its usual monopoly by the mainstream authority via “the Internet” which, to a great extent, is a confrontation against the government and the mainstream authority. Namely, “China is becoming one of the few strong magnetic fields for public opinion the world has ever seen.” Especially when unexpected group incidents occur and the government and the mainstream media relatively lag behind in guiding public opinion, while the Internet is typical of rapidness and fragmentation in information spreading, such “noises” as rumor and gossip "noise" break in and confuse the public, bringing about some Internet-propped public opinion too emotional and unidealistic until out of control, which is a serious impact on social stability and on the normal production and life of the public.While researching unexpected group incidents, Chinese scholars have carried out their tentative explorations into the concept and features of such incidents and guiding of network public opinion, and therefore formed a relatively complete theoretical system. This thesis, in combination with “Meilan Incident, Hainan”, “PX Incident, Maoming”, “PX Incident, Kunming PX” and others, shall both “horizontally” and “vertically” carry out an in-depth discussion on the era of “Internet Plus” from such three main aspects as of the government, the mainstream media and the public concerning the cycle of generation and development in public opinion, which includes, “incubation”, “outbreak”, “spreading” and “recovery”. Related feasible suggestions concerning the new trend of development for China's unexpected incidents, their features for the generation and spreading of information and public opinion as well as the existing problems and reasons for the positive guidance of public opinion in present-day China, shall be offered, according to the related theory of crisis communication management, for the government, the mainstream media and public opinion leaders under the new media environment to take accordingly, so as to be of help for their guiding abilities at different stages.