Research On The Driving Mechanism Of Public Opinion Reversal Phenomenon

American communication scientists Mc Combs and Donald Shaw put forward the theory of agenda setting in the late 1960 s.This paper puts forward a single agenda setting mode of "media agenda-public agenda-personal agenda",which takes traditional media as the main body.With many changes in the media environment,the once passive groups are actively using various social platforms to slowly active in the forefront of the news communication chain,affecting the selection and setting of media topics.As an important means of group interpretation and interest competition,media has shown a complex and diverse social public opinion landscape,one of the prominent phenomena is the frequent occurrence of public opinion reversal events,which has become increasingly fierce in recent years.This article put public opinion such event in the context of the popularization of the mobile Internet era,use of journalism,communication science,sociology disciplines such as multi-disciplinary theory knowledge,and high attention over the years the case of public opinion,public opinion of combining inversion case,through the case analysis and literature analysis,for now the frequent public opinion inversion phenomenon is the driving mechanism of the key research,and for today's media environment is the traditional pattern of agenda setting change and the reasons and characteristics of public opinion inversion phenomena occur frequently,and think about the impact of comb,integration and explored.By combing the relevant literature,this paper defines the concepts of public opinion and public opinion,public opinion reversal and news reversal,etc.;by sorting out and analyzing different public opinion events in recent years and relevant theoretical research,it sums up the general characteristics of public opinion reversal events,such as short cycle,fast speed and low ignition point,and concludes the causes of public opinion reversal,that is,the diversity and depth of the identity of the disseminator The lack of information,the absence of gatekeepers,the lack of public media literacy and the effectiveness of information feedback.In addition,in the study of the promotion mechanism of public opinion reversal,this paper divides the public opinion reversal into two stages: the stage of topic diffusion from "personal agenda" to "public agenda" and the stage of topic integration from "public agenda" to "media agenda".Through the analysis and interpretation of specific public opinion events,the characteristics of the promotion mechanism of public opinion reversal are summarized The two-way interaction in the process of communication,the leap of communication path and the retrospection of stages,the common and mutual setting of agenda between traditional media and new media.Finally,the positive and negative effects of public opinion reversal are analyzed.Public opinion reversal can promote the media to further find out the truth,provide reference for news work,and sound the alarm for social work,but it will also produce network violence,lead to the loss of credibility of the media,and lead to social trust crisis.The media should ensure the future direction from the three levels of media,audience and government "Initial" setting,paying close attention to the development trend of public opinion,the audience to improve their media literacy,rational participation in hot events,the government to establish a sense of active communication,guidance and supervision in parallel.