Research On The Communication And Guidance Mechanism Of Public Opinion Based On Social Networks

The transformation of media ecology deeply affects the public life,enriches citizens' social participation and utterance expression channels,disseminates the user-produced content through social media,and gives full play to the role of new media as the public domain.In the current media environment,public opinion is formed in the new media network in a short period of time and trigger social participation,forming a strong network of public opinion field.Compared with the traditional public opinion field,the network public opinion under the new media environment has the characteristics of immediacy,pluralism and interactivity.The agenda setting is no longer arbitrary,and the composition of opinion leaders is more complex and diversified.This article selects "Lijiang female tourist beating incident" as the research object,through this public opinion event carries on the comb,tries to grasp the incident from the germination,the eruption to the extinction of the entire process' s internal law.This paper takes literature research as the starting point,fully occupies the relevant literature on the dissemination and guidance mechanism of public opinion at home and abroad,and tries to grasp the latest research results in this field in academic circles,and then through the case analysis of typical events,deeply analyze the internal law of public opinion communication,and provide valuable strategies for improving the guiding mechanism of public opinion.It is found that the hot public opinion is scattered in the social network integrated by interpersonal network,organizational network,traditional media network and new media network.The dissemination of the public opinion is in a network mode,not non-liner mode.The new media environment and the complex social network increase the complexity of public opinion communication.After the public opinion event happens,it will quickly intercommunicate in the interpersonal communication network,the organization communication network,the traditional media,the new media.The generation of public opinion,the enrichment of communication content and the optimization of communication mode are influenced by many factors.The study also found that: In the new media communication network,mainly communicated through Weibo,WeChat,the portal websites.After the litigant voice in Weibo,causes the grassroots users and the opinion leader big V's concern,carries onthe discussion and transmission to the incident,publish the attitude of denunciation and solidarity.Relevant information at the same time enters into the WeChat platform,WeChat Moments triggered by the discussion further promote public opinion.The public opinion of the "two W" platform and the viewpoint of discussion then flow into the traditional media such as TV newspaper and other traditional media.Through the deep excavation and analysis from the professional media personnel,the rational view is formed,and the "two W" platform and the portal website are introduced to guide the public opinion.Portal as an echo of the views,public opinion will be repeatedly spread,magnified,until the event is submerged.The research advocates that local governments should closely monitor the public opinion dynamics,improve the early warning work,attach importance to the role of network opinion leaders,improve the public media literacy,and cultivate a healthy network public,while taking the initiative in doing so.Fully grasp the relationship between the social network nodes,give full play to the role of different communication networks to guide public opinion,effectively improve the ability and level of social management.