Research On Internet Public Opinion Communication And Countermeasures Of Chinese Universities

In the era of omnimedia,media empowerment makes the network a platform for people to communicate.College students are blind and susceptible,and they are dependent on the Internet.The convenience of the Internet encourages them to express their opinions and opinions about public opinion events freely through the Internet.Due to the extreme thinking of college students,negative issues tend to be emotional and spontaneous diffusion,and negative events in colleges and universities ferment into negative online public opinion through the network,which has a serious impact on the reputation of colleges and universities.Based on the crisis management theory and third-party management theory,this paper collects typical online public opinion events in universities in China from 2011 to 2020,explores the reasons for the generation and dissemination rules of online public opinion in universities,and provides constructive suggestions for the prevention and response of online public opinion in universities.Through the analysis of typical cases,it is found that the characteristics of the current network public opinion in colleges and universities are the unidirectional information communication within colleges and universities,the open content of the group communication among college students,the picturing and emotional expression of college students’ opinions,and the diffusion and volatility of the network public opinion in colleges and universities.The fundamental reasons for the generation of online public opinion in colleges and universities are that the demands of college students can not be met,the lack of information communication feedback mechanism in colleges and universities,the network becomes a voice channel for students and public opinion education is not paid attention to.University network public opinion transmission has its particular development stage,weibo has become the primary source of the outbreak of public opinion events,and in the process of public opinion dissemination,forwarding the vast majority of information of the role of opinion leaders,and the university network public opinion transmission of old and new media work together to promote public opinion evolution,public opinion inversion,the phenomenon such as public opinion reversed transmission.However,the current awareness of coping with the network public opinion in colleges and universities is weak,and the crisis public relations in colleges and universities are lagging behind.The colleges and universities should further strengthen the prevention and response to the network public opinion.Colleges and universities should bring the governance and prevention of online public opinions into the normal management,change the governance concept of online public opinions in colleges and universities,constantly improve the media literacy of teachers and students,unblock communication and feedback channels in colleges and universities,and strengthen the monitoring and early warning of public opinions in colleges and universities.In the face of sudden online public opinion,colleges and universities should establish a sound public opinion response mechanism,timely respond to the concerns and appeals of students,media,the public and other parties,and effectively guide public opinion with the help of "third-party forces" such as mainstream media and the government.