Research On Network Public Opinion Guidance Of Hot Events In Colleges And Universities

With the development of high technology,human beings have entered the information age.At the same time,with the rise of the Internet,mobile phones and Weibo,the influence of Internet public opinion has become more and more prominent.Due to the popularization of higher education in my country,people pay more and more attention to higher education.Public opinion incidents about higher education are also on the rise.Colleges and universities are an important part of society,and public opinion events in colleges and universities have an important impact on the development of education in our country.From the perspective of academic misconduct by teachers and students,inappropriate remarks by teachers and students,and campus safety,these issues have attracted widespread attention and great attention from society,the media and the public.Therefore,the work of journalism and public opinion in colleges and universities is facing new and severe challenges.In this paper,literature research method,content analysis method,quantitative analysis and other methods are used to specifically analyze the relevant concepts and theories of online public opinions and hot events in colleges and universities,and summarize the influential factors of hot events from the aspects of event content factor,media channel factor and audience characteristic factor,and put forward hypotheses.A total of 183 hot events in colleges and universities from January 2017 to February 2022 were collected as research samples for regression analysis.In terms of event content,the hypothesis of occurrence and release frequency of hot events in colleges and universities is verified.The hypothesis of tagging and topic superposition is partially verified.In terms of media channels,the media fusion of hot events in colleges and universities,the time when they reached the peak of popularity for the first time,and the duration of hot discussion have been verified.In terms of the characteristics of the audience,the regional hypothesis of the audience of hot events in colleges and universities has been verified.According to the verification results and combined with the present,it is proposed that colleges and universities should improve the early warning information release mechanism,build the early warning information release platform of colleges and universities,quickly deal with public opinion through departmental linkage,actively guide the development direction of online public opinion,improve the audience’s media and information literacy,and play the role of opinion leaders in the guidance of hot events online public opinion.