Study On The Management Of Public Opinion In Colleges And Universities At The New Media Time

With the prominent role of Internet to modern life style reconstruction,new media platforms supported by Internet have not only become important carriers of information dissemination,but also serves as the main platform for transmission of Internet.As one of concerned social systems,colleges and universities have always been a hotspot of public opinion.Especially in the new media time,update cycle of communication platforms is getting shorter and public opinion more and more complex,Internet public opinion in colleges and universities continue to show new features and bring great challenges to the management of Internet public opinion in colleges and universities.This paper takes typical cases of Internet public opinion management in colleges and universities in Xi'an as an analytical basis and the Internet public opinion in colleges and universities as an analytical perspective,analyzed the problems of Internet public opinion management in colleges and universities in Xi'an.Then based on the characteristics of Internet public opinion in colleges and universities at the new media time proposed some strategies that can improve the level of Internet public opinion in colleges and universities.The first part of this paper differentiates and analyzes elaborately the basic concepts of Internet public opinion management in the new media time and discusses the components of Internet public opinion management in the new media environment from Internet public opinion transmission perspective,including the subject,object,carrier and transmission form of Internet public opinion.The second part analyzes five cases about Internet public opinion,and sums up the characteristics of Internet public opinion in new media environment,including "flammable",being of great concern,evolution at a fast speed,irrational characteristics and " spiral of silence" weakening.The third part is the problems of Internet public opinion management in colleges and universities in new media time,including unqualified management with limited managerial knowledge,the lack of media literacy of college students,the imperfect Internet public opinion platform construction,imperfect Internet public opinion management mechanism.The fourth part is the strategies of improvement of Internet public opinion management in the university in new media environment.It is hoped that the present study of Internet public opinion management in colleges and universities in Xi'an will provide management in other universities with enlightenment and suggestions.