The Research On The Social Media Era Hot Public Opinion Transmission Mechanism And Management

With the coming of social transition in China,represented by weibo,WeChat social new media is becoming a focus on current event hot spot,public opinion expression and important platform of supervision by public opinion.Penguins,a think-tank,published the 2016 China's new media trends report,with weibo and WeChat primarily social applications as the proportion of news outlets close to half,more than the traditional media.Above shows that our country has entered the era of social media.To social media development as the research background,this paper analyzes the new characteristics of the hot public opinion in the age of social media,"two micro" become the most main source,the hot spots of public opinion and public opinion associated phenomena,hot public opinion is often presented by the micro content to detonate the characteristics of public opinion.On the one hand,the spread of hot public opinion to attract people's attention,promote the solution of the hot issues is of positive significance.At the micro level,the hot spots of public opinion transmission can affect judgment and behavior of Internet users;On the macro,hot public opinion to a certain extent can influence government decision-making.Heat loss,on the other hand,as the public opinion,media focus dispersed in a hubbub,news lousy tail phenomenon is common.If the hot public opinion processes improper,will strengthen the negative impact of public opinion.Therefore,on the present situation on the management of public opinion monitoring and carding and evaluation,and further puts forward Suggestions for the hot public opinion management is very necessary,has the important practical significance.This paper analyzes the social media era hot public opinion transmission mechanism,corresponding to the hot public opinion constantly spread stage includes:hot trigger mechanism of public opinion,what kind of public opinion that events will trigger a hot public opinion and the description of the process;Hot public opinion in public opinion diffusion phase of dynamic mechanism,namely how hot public opinion why spread and diffusion problems;Hot public opinion change mechanism,this mechanism can help to understand with the spread of the hot public opinion,hotpublic opinion is into the second period or enter subsidise period,and the influence of factors;Hotspot of end resistance moving mechanism,hot because eventually fade resistance dynamic mechanism of public opinion is greater than the trigger mechanism,and public opinion.Then,the article USES typical case analysis of the government credibility,opinion leaders and the sensitivity of the public opinion events three aspects influence on hot public opinion spread,evaluate the existing public opinion management.Finally put forward in the age of social media,should from the early warning analysis and public opinion,public opinion supervision,public opinion guide four aspects to carry on the hot public opinion management.Early warning,make full use of big data technology for public opinion monitoring,improve the early warning ability;Public opinion supervision,strengthen the supervision of public opinion,Public opinion analysis,training professional talents,combining with the opinion polls,improve the accuracy of the analysis of public opinion;Public opinion guidance,enhance the media literacy of the public and the government,improve the professional ethics of journalists.In particular,the traditional media should actively play a leading role,strengthen the responsibility consciousness of public opinion guide,social media should be strict with themselves,do not do the spread of negative public opinion.