Research On The Coping Mechanism Of University Network Public Opinion In The All-Media Age

With the rapid and rapid development of Internet technology,emerging online media platforms have emerged continuously and entered the all-media era in which media are integrated and developed.The new media communication tools based on social relations represented by WeChat,Weibo and major emerging websites constitute a different media environment and a new social opinion pattern.Since every public can freely acquire,produce,share and disseminate information through new media communication tools,more and more people are now involved in online public opinion through the whole media.Because of the responsibility of cultivating the country's pillars and carrying out scientific research,colleges and universities have a lofty social status and irreplaceable social functions.They have always been the focus of online public opinion.In 2018,from the fall of the graduate student of Wuhan University of Technology to the sexual assault of the former Peking University professor,from the incident of washing dishes in the dining hall of Yanjing Institute of Technology to the dismissal of the professor's thesis at Nanjing University,the online public opinion has always affected the university.Every process of event development has caused negative impacts on universities and the entire academic community.With the rapid development of the whole media,how should colleges and universities respond to the online public opinion crisis? How can the whole media be better recognized and better manage the public opinion through the whole media? It has become a problem that some colleges and universities should seriously consider and solve at this stage.Therefore,it is of great significance to study the network response mechanism of colleges and universities in the era of all media.This thesis mainly includes five parts: the introduction,the main body and the summary.The introduction mainly includes three aspects: First,the basis of the topic is divided into the actual basis and the theoretical basis.The theoretical basis includes the Marxism ideology related theory and General Secretary Xi Jinping's discussion on online public opinion.Second,the analysis of the status quo of domestic and foreign research on the topic,and third,the comprehensive introduction and interpretation of the literature research method,case analysis method and interview method used in the research.The first part of the text is an overview.This part first defines the concept of the all-media era and college network public opinion.Then summed up the characteristics of colleges and universities' public opinion in the era of all-media: the diversity of communication carriers,the complexity and speed of the communication process,and the extensive scope of communication.Finally,from the positive and negative impacts,the paper analyzes the impact of college public opinion on the Internet in the whole media era.The second part is to discuss the existing problems of colleges and universities in the era of all-media era,and to discuss the existing problems in colleges and universities.The current situation mainly includes two aspects.Firstly,it analyzes the progress made by universities in network public opinion management.The importance of including the network response of colleges and universities has gradually been recognized and universities have initially established two aspects related to network public opinion management.It is concluded that the network's public opinion response needs to be improved,the management team needs to be strengthened,the coping mechanism needs to be improved,and the media literacy of college students needs to be improved.Finally,the systematic analysis of the classic cases of college public opinion events in 2018 is mainly based on the review of public opinion events,the analysis of public opinion communication and the analysis of public opinion and inspiration,systematicallysorting out the dilemma faced by public opinion management in colleges and universities in China.The third part puts forward the basic strategies of colleges and universities' public opinion response mechanism in the era of all-media.It mainly promotes the network public opinion response concept,strengthens the network public opinion management team,establishes and improves the network public opinion response mechanism of colleges and universities,and improves the media literacy of college students.In the end,I will review the main contents of this paper and further point out that the response management of colleges and universities in the whole media era should be further deepened and improved in terms of theoretical research and practical operation.