Research On The Guidance Of Public Opinion Of New Media In Crisis Events In Colleges And Universities

At present,during the critical period of China's social reform,contradictions manifested in the social transition,expanded enrollment of colleges,the value collision between western and Chinese culture,these multiple factors have led to the occurrence of many college crisis events,such as the Ma Jiajue incident in Yunnan University,"cholera" in Hainan University,the poisoning case of Huang Yang in Fudan University.After the exposure by media,these incidents have become the focus the public and the frequent occurrence of college crisis have seriously affected school reputation and teaching order,which in turn also poses a challenge to the stability of the country and society.The purpose of this study is to show how to give full play to the advantages of new media after the occurrence of the crisis in colleges and universities,for saving the crisis in colleges and universities and make campus more harmonious through reasonable scientific guidance from public opinion.On the basis of this idea,we use the literature review method to collect and compile a large number of related materials,with other multi-disciplinary theoretical knowledge,including the ideological and political education,communication,crisis management,combined with the relevant cases to explore the public opinion guidance law of new media in dealing with university crisis as well as the principles new media must follow,in order to further optimize guidance mechanism of the new media the crisis in the crisis event in colleges and universities.The paper consists of three parts:introduction,text and conclusion.The introduction part mainly includes the research background,the research significance,literature review at home and abroad,the research content and the research method and so on.The text is divided into four chapters and the main contents are as follows:The second chapter is the theoretical basis of public opinion guidance of new media in college crisis.In this part,we mainly define the concepts of crisis,new media and public opinion in colleges and universities,and put forward the three theories of Marxist view of journalism,the theory of ideological and political education,and the acceptance of ideological and political education.The third chapter is about the factors and characteristics of the new media public opinion in the university crisis events.Through the deconstruction of the constituent elements of the new media public opinion,one by one to,the author analyzes the behavior of each constituent elements in the context of the crisis in universities and the basic characteristics of the public opinion of new media.The fourth chapter is about the challenges facing the new media.This paper analyzes the reality of the guidance of the new media public opinion in the crisis of the university from four aspects:the team,the system,the monitoring and the investment,and summarizes the frequent occurrence of the crisis in the university.The value of information content of new media communication is diversified,and the lack of professional guidance is difficult to form the combination of public opinion management and the professional quality of public opinion guidance team in colleges and universities,which raise a challenge for public opinion guidance of new media in the crisis of colleges and universities.The fifth and the sixth chapter are the focus of this study,but also the foothold of the whole study about guidance principles and rules for the new media in the event of university crisis.Strategies are put forward,including construction of public opinion guidance mechanism,innovation of means for public opinion guidance of new media in colleges and universities,strengthening team building in new media and promoting ideological and political education of college students on network,in order to provide reference for other colleges crisis based on this case study.The concluding part briefly describes research result of this study,and points out the shortcomings of the study and the direction the study can continue in the future.