A Study On The Formation Mechanism Of Public Opinion Of Scientific Topic In The Era Of Strong Interactive Media

In the era of strong interactive media represented by micro-blog,public opinion on the internet grows explosively.Especially in the transgenic technology area,interactive media is the focus.So the study of the formation mechanism of public opinion in the field of scientific communication which is presented by transgenic technology is helpful for promoting public opinion's communication and forming benign atmosphere of public opinion in the science field.Firstly,this study untangles the concept and theory,discusses formation mechanism of public opinion,overviews the scope of the strong interactive media,and summarizes the theories of science communication.Secondly,by the data analysis of transgenic topic heat,through text analysis,we found that the topic's publicity,the complexity in public discussion towards science,the louder opposite voice due to the change of media environment,and the game of different interest groups.That's why the topic of transgenic technology becomes public hot spot.Through the study of the characteristics of the public opinion and the relationship between the media,we found that the enhancement of media interaction is an important reason for the formation of public opinion hot spot.In the study of the formation and evolution of the opinion of the transgenic consensus,we selected two representative cases to summarize the formation process of the public opinion fields.We compared the formations of public opinion,the conditions and subjects to public image and public behavior,public opinion formation and development characteristics.On the basis of the study,we summarized the practice of public opinion guidance in the media of science communication under the strong interactive media.Finally we draw a conclusion that: Interactive Media Era science topic can be divided into two public opinion fields.The formation of public opinion field can provide a reference to the work of official opinion field.Opinion leaders play a vital role in the formation of strong interactive media era of public opinion.Because of the natural characteristics of the official opinion field,the two public opinion fields will coexistent for a long time and gradual integrate.For the formation of scientific topics of public opinion,enhancing the citizens' scientific literacy and evoking the silent majority will be the main paths to improve the work.