Research On The Formation Mechanism Of “Reserved Effects Of Publik Opinion” In The New Media Eenvironment

With the rapid development of media technology, the sudden emergence of new media,shake the firm status of traditional media, the new media has also become a major stage where public opinion ferment and outbreak. Under the new media environment, everyone can be a part in the process of the information dissemination, the decentralizing of the spreading, and the trend of liberalization of the power discourse become more and more evident, in addition, the number of the social problems and conflicts has been increasing, and the civic self-awareness also has been improving, all these factors above have made the microblogs,WeChat and other new media become the main front of public opinion spreading,anti-corruption exposure, information dissemination, "agenda-setting" and other activities. On the other hand, as the degenerating of traditional mainstream media "agenda-setting" in function, sometimes public opinion has began to take the charge of the influence of public opinion in the official media, sometimes it can even cause the official opinion of the opposition. Once the authority lost the control of public opinion, the governmentwill be put on the spot, damaged credibility in the management process, and this situation can even lead to social unrest or endanger national security. In the critical period of social transformation, "Forced media" phenomenon occurs frequently, which has become one of the hot areas that are undeniable to talk about.This article is mainly based on the pattern of public opinion under the new media environment, communication theory from the analysis of "public Forced" generation's fundamental cause, combined with typical cases, analysis the mode of the "public opinion Forced" generating, then to discover its propagation, summative study and explore the social impact of "opinion Forced" which has been generated. Finally, to think the generation mechanism of "public opinion Forced",from the government point of view, to explore the reacting strategies during the public opinion process.