The Study Of Strategy For The Online Public Opinion In Universities Under The Life Cycle Theory

With the constantly development of the Internet,public opinion in universities based on the Internet reveals a more obvious evolution process and a clear development context from its origin,development to forming,which can be divided into five different periods according to Life Cycle Theory: incubation,eruption,upsurge,remission and silence.The public opinion can arise different degree attention,show some diverse features,and expose different problems during the different periods.The universities,as the subject of the Internet public opinion,need to make a strategy of every period used to solve the problem in the light of every event.There are three points researched in this paper that respectively are the evolution and feature of the online public opinion in university,some insufficient exist in solution to the online public opinion in university and how to reply reasonably to the online public opinion in university.The author holds the opinion that the online public opinion in university,which is same as the lifecycle of human,also has a distinct stage of development.Hence,the public opinion also shows a life line,including a serious of birth,growth,aging,illness and death.Basing on the Life Cycle Theory,in this paper the author is absorbed to tease the development context of the online public opinion in university,grasps the characteristic and discipline of the online public opinion in university,and puts forward the method to the problems exist in different stages of the online public opinion.This paper not only brings forth some new ideas during the use of the Life Cycle Theory,but also provides a certain strategy reference for all universities' practical application.The author divides the components of the public opinion in university into the three main aspects at length: subject,object and carrier.The subject is separated into two parts in universities: intramural subject and extramural subject.Similarly,the object shall be separated into three different types and the carrier is divided into institution media and free media.During the whole development progress of the public opinion in university,every role is extremely important.Nevertheless,when some universities deal with their own public opinion events,there generally exist respectively below some problems: hiding the related news deliberately,replying to all people passively,the school's absence,secondary public opinion,and delaying to cope with the aftermath of the event slowly so on.Thus,faced with these matters in the universities,the author offer some solutions such as putting the available information reasonably into the public domain,showing great initiative to guide the public opinion trend,replying to all people timely,avoiding to creating a secondary public opinion and rehabilitating to image after event happen and so on.One homicide case happened in Sichuan Normal University is a recently representative of the Internet public opinion in university,which became a big hot topic on Internet once.Sichuan Normal University,the scene,should take some proper actions to guide the public opinion correctly,reducing the negative effect.It is significant to discuss the coping strategies for the public opinion on Internet in that the development context of this event shares more similarities compared with the different periods of the Life Cycle Theory.In recent years,these university crisis incidents,homicide case,like the case happened in the Sichuan Normal University,have been continuing without end,threatening seriously all teachers and students' safety and reputation in university.Therefore,all universities should set out establishing a complete emergency plan to deal with the public opinion appropriately and take correspondingly counteractions,ensuring absolutely safe on campus.