Research On The Network Negative Public Opinion And Its Governance Under Social Media Field

The progress of media technology has brought great changes to the social structure and social changes,especially the popularization of social media to "empower" the public,which marks the arrival of the user generated content time.The social media has broken the pattern of the traditional social elite to master information dissemination and resource distribution,which makes the public have the right to know,the right to spread,the right of supervision and so on and greatly improve the cognitive ability and social status of the general public.However,although the social media provide the public with the opportunity and possibility of free expression,the general public as a heterogeneous group,which is a group of disorderly mob?good and bad,and the inherent defects of the openness,public nature and concealment of the network space,leading to some people use the social media for different intentions.Sowing false information and making network rumors make network public space become obscene language and foul atmosphere,and the network ecological environment has been seriously damaged,and it also increases the risk of network public opinion distorted and transformed into network negative public opinion in the network space.As the rise of social media represented by autonomy and personalization,the public opinion field has a significant impact.The social media field is a complex social system composed of various objective forces.Behind the public opinion is the struggle and game behavior of various interests and power subjects to change their position,resources and benefit rights in the social stratum,which makes the network public opinion in the social media field become more complex.As we all know,network public opinion is the sum total of public opinion and attitude about public affairs or major events on the Internet,and the public is a heterogeneous group,and it is difficult to form a unified and orderly rational expression.Therefore,the network public opinion is necessarily a contradictory entity,including the positive public opinion of the network and the negative public opinion of the network,the two They are unified and indivisible,and can be transformed into each other under certain conditions.The negative public opinion of the network is the variation or deviation of the human or non human being in the process of the emergence and diffusion of public opinion,transcending the functional category of normal public opinion,overstepping the social public organ as the social supervision,information monitoring and public opinion expression,and cause serious and bad shadow to the parties and social system in the public opinion.It even causes social panic,disrupts normal social order and social norms,and hinder social harmony and stability.The essence of Internet negative public opinion is the irrational struggle of social bottom or marginal groups caused by objective social contradictions.The common forms of network negative public opinion include: network rumor,public opinion kidnapping,network trial,network violence and so on.Their common characteristics lie in the behavior of a network group and the collective "shout loudy".It also reflects the increasingly sharp and prominent social contradictions in the transition period.The negative public opinion of the network is based on the collective interest demand,the emotion attribution and the value identity of the netizen group gathered in the network space,"screaming" for themselves or the related stakeholders,looking forward to the attention of the relevant departments or organizations through the force of the group and the pressure of public opinion,so that the problems can be obtained in the shortest time.Effective solution to maximize the interests of the interests.In the process of working for themselves or related interest groups,network users can easily breed network negative public opinion,but it should be pointed out that negative public opinion is not absolutely "negative",and can be transformed into positive public opinion under certain conditions.Therefore,it should be emphasized to explore the necessary conditions for the transformation of negative public opinion to positive public opinion and guide the evil of network.Public opinion is transformed into positive network opinion,so as to purify the network space environment and give full play to the positive role of positive network public opinion.The negative public opinion of the network invaded the legitimate rights and interests of the individual,brought challenges to the government's credibility,influence and the ability to govern the country.It brought the impact on the national opinion position and ideology construction,and exerts a great impact on the ecological environment and the function of the social system.Therefore,the study of the network negative public opinion It is of great practical significance.This paper,with the method of literature and case analysis as the main research method,tries to sum up the common characteristics,the causes and the mechanism of formation and elimination of the negative public opinion of the network by combing the system of the negative public opinion of the network,and then puts forward the effective measures to suppress the negative public opinion of the network.Finally,this paper holds that the governance measures that should be combined with dynamic tracking and normal prevention should be used.That is to make full use of the network technology to track and monitor the trend of public opinion and respond quickly,through the government departments,authoritative experts,and the common authority of the relevant stakeholders to provide effective evidence to suppress the rapid proliferation of network negative public opinion,and then through open,transparent,systematic,authoritative investigation and the release of the final results,thus eliminating the final results to solve the negative public opinion of the network.In addition,the prevention of network negative public opinion should be normalized,that is to grasp the balance between the freedom of speech,the right to participate,the right to know and the public order,and to coordinate the social roles and social expectations of the multiple social subjects,and to jointly govern the negative public opinion of the network.First,the government should establish and improve the relevant laws and regulations and the administrative supervision and management mechanism;the opinion leaders should take the correct guidance and proper control as the auxiliary method;secondly,the netizens should consciously improve their media literacy,legal consciousness,moral consciousness and responsibility consciousness;again,enterprises,media and the opinion leaders should have social responsibility and sense of responsibility and take their own positive energy guidance.Finally,we should give full play to the role of large data,cloud computing,artificial intelligence and other technologies in the monitoring,analysis and governance of network public opinion.In short,the governance of the network's negative public opinion needs to combine the forces of multiple parties to form a synergy,which not only guarantees the social rights of netizens to freedom of expression,but also can reasonably regulate the expression of netizens,and it is necessary to have freedom and order.