Since The Era Of Media Public Opinion Inversion Phenomenon Of Communication

With the rapid development of network communication technology and the media platform of rise,people work and lifestyle have produced great changes.We live in a different clearance to obtain information,information fragmentation to the current development has brought the new pattern of public opinion,audiences through mobile news every day,news websites,blogs,search engine,instant messaging and so on a variety of ways to obtain information,make the transmission with large scale and wide,high speed and diverse characteristics.And since the rise of media such as weibo,network public opinion more surges,public opinion in the new pattern of change.Public release information via the Internet,their opinions,participate in the discussion of the public events,and gradually formed a Internet phenomenon with Chinese characteristics.Although network gives people an opportunity to democratic participation,people can freely express their opinions,but in many of the BBS,post bar,weibo,due to the protection of \ "anonymous\",people have psychology,easy out original id on the Internet,formation and normal daily life not the same personality.just an ID,this ID does not represent their identity in real life,every one can in the network plays a different role in everyday life with yourself.Form more easily in community environment advantages,such as in the BBS postings,for a social event to express their own opinion easily affected by a herd mentality,but also because of the anonymity protection easy to attack others different opinions.Since the media and public opinion is mainly reflected in the relationship between lead public opinion and guide public opinion,reflect and represent the public opinion.However,since the media public opinion is also frequent public opinion inversion phenomenon,to some extent this influence resulted from the media,guide,reflect and represent the function of public opinion.\ "Chengdu male driver suddenly and violently dozen women drivers event\" \ "Shanghai female fled jiangxi rural event\" \ "fish for Harbin event\" \ "leukemia girl Luo Yixiao you give me stop\" is atypical example.Public opinion reversal because of the \ "eyeball economy\" benefit can cause the audience attention,spread by Internet interactive strong participation,wider range of public opinion,public opinion,uncontrolled development and brewing for a long time.Aiming at this phenomenon,this paper applied to communication \ "spiral of silence\" \ "use and satisfaction\" \ "opinion leaders\" \ "negative stereotypes\" such as\ "the third person effect\" \ "agenda-setting\" theory,based on the analysis of transmission.At the same time,analysis the development of the information dissemination fragmentation mechanism,present situation and problems,the public opinion through analyzing typical event reversal phenomenon and influence of public opinion propagation,finally from the perspective of different research how to set up the correct public opinion guidance strategy.