Research On The Formation Mechanism Of Public Opinion In Network Communication

With the popularization of network technology,discourse power is declining.Everyone has a microphone to let the audience's mood and attitude be expressed at any time.With the improvement of public media literacy,their participation in network events is becoming stronger and stronger.In the process of participating in events,the audience meets the psychological needs of self-realization.In the network communication environment,the frequent interaction among the media,the public and opinion leaders shortens the development cycle of network events,but also accelerates the formation of public opinion.Public opinion has become an amplifier and barometer of network events.At the same time,the open environment of the network makes the factors affecting public opinion more diverse and the formation process of public opinion more complex.Therefore,in the network communication,people do not have a clear understanding of the formation mechanism of public opinion in complex environment.This study combines event attributes,netizens' psychology and the popularity of network technology to analyze the factors affecting the formation mechanism of public opinion.At the same time,it combines the spiral theory of silence and agenda setting theory to analyze the formation of public opinion in specific cases.This paper divides the formation process of public opinion into three stages: germination stage,development stage,climax stage and extinction stage,and analyses the main body,content and operation mode of each stage.By dividing the stages of public opinion formation and combining the factors influencing the formation mechanism of public opinion,the effects of interaction of various factors in each stage of public opinion formation are analyzed.In the network environment,the formation of public opinion should first appear representative issues.Through the dissemination of netizens,opinion leaders and media,the influence scope of events is gradually expanded,and information transmission is accelerated so that events become public issues.Public opinion formed and developed in the interaction among netizens,netizens,media and opinion leaders.As the main body of public opinion,their participation determines the degree of formation and development of public opinion.The audience's equal participation psychology,personality psychology and self-realization psychology promote the audience to participate in the development of network events.Because the network information dissemination has the characteristics of fragmentation and short refinement of information,it accelerates the dissemination and aggregation of information,and also accelerates the formation of public opinion.Because micro-blog has the characteristics of network communication,and has a huge user group for micro-blog,it provides a good environment for the development of public opinion of network events.At the same time,micro-blog users are highly active,participatory,and user groups are widely distributed,so the public opinion of many network events is formed and developed on micro-blog.Various modes of communication in microblog reappear the "real" scene of network events for the audience,improve the audience's sense of participation and also stimulate public opinion.In the network communication,the role of media agenda setting is weakening compared with the traditional media era,and the role of personal agenda setting in the network environment is amplified.Netizens can express their demands in the network.At the same time,the media and opinion leaders can also receive the information of netizens' demands.In the network environment,personal agenda and media agenda are intertwined.Promote the development of public opinion.Compared with the traditional mode of communication,network communication has changed the situation of passive acceptance of information by the audience and the media's one-way mode of transmission.In the network environment,the audience can act as a communicator to convey information,express their emotions and positions,and participate in the development of network events.In the network environment,the spiral phenomenon of silence still exists.According to the three core theories,the audience in the traditional media environment is afraid of being isolated,and it still exists in the network communication.This psychology will not change because of the change of media carrier.Audiences perceive changes in the surrounding opinions environment and possible opinions in the future.Audiences judge whether their opinions are accepted or rejected by the surrounding environment by perceiving the opinions climate in network communication.In the traditional media,the opinion environment of events is mainly formed by the information report of the media.In the network environment,the influence of the media still exists.In the process of forming the public opinion of network events,the mainstream media and opinion leaders guide the public opinion,form the opinion environment in the process of guiding,and gradually expand the influence of superior opinions and emotions while at a disadvantage.The opinions and emotions of the situation gradually weakened,and eventually formed a unified public opinion.This paper uses agenda setting and silence spiral to analyze the formation process of public opinion,and analyzes the effect of interweaving factors influencing the formation mechanism of public opinion in different stages,and summarizes the law of public opinion formation in the network environment.In the process of the formation of public opinion in network incidents,the mainstream media not only undertakes the role of information verification,but also guides the formation of public opinion,so that netizens can screen out the correct information in the mixed network information.The interweaving of media agenda and personal agenda promotes the emergence of topics.In the process of communication among media,individuals and opinion leaders,information at the factual level is obtained to promote the development of events.