Research On The Development,Evolution And Management Of University’s Network Public Opinion Emergencies

The society nowadays is defined as a risk society.In the risk society,higher education plays an important role in promoting technological change,cultivating talents and serving the society.With the continuous development of higher education,risks are also accumulating,which may lead to a crisis through emergency at any time.In recent years,with the development of the Internet and 5G,as well as the maturity of social media platforms,online public opinion emergencies have occurred from time to time.Some of these online public opinion emergencies are caused by universities.These emergencies in colleges and universities are more likely to cause social concern and discussion because teachers and students on campus are involved,thus bringing the colleges and universities several extremely serious effects,such as decline in reputation and damage to image.At present,Chinese colleges and universities are in a passive position in the network of public opinion emergencies,and once they do not deal with the public opinion timely,several negative effects will occur.For example,"D University Student Companion Event" and "Singer T College Entrance Examination Fraud Event",as two online public opinion emergencies in universities with great influence range,have brought serious damage to universities involved.Universities must pay attention to the development and evolution of online public opinion emergencies and take timely measures to deal with them.Based on the above background,this research uses the "D University Student Companion Event" and "Singer T College Entrance Examination Fraud Event" as study cases,adopts the theory of risk society,applies the "risk-emergency-crisis" as an analytical framework,gets the research data by means of the crawler,and analyze the above two cases through content analysis and social network analysis,so as to conduct a more in-depth exploration to the development and evolution of the Internet public opinion emergency and provide feasible suggestions for the governance of the network public opinion.It is found that the development process of university online public opinion emergency is a longitudinal process from the inside out,and the evolution mechanism is an internal derivation mechanism from the outside in;The management logic of sudden network public opinion emergency in colleges and universities is the whole process of public opinion risk identification,public opinion emergency management and public opinion crisis management.The results show that:(1)Public opinion emergencies show a trend of outward expansion in the process of development;(2)Public opinion emergencies show the characteristics of decentralization in the process of development;(3)Public opinion emergencies are not a single process from outbreak to extinction,during which there may be "aftershocks" phenomenon;(4)As an important node in network public opinion events,opinion leaders are in the position of core structure,and their views and attitudes will affect more ordinary users;(5)Public opinion emergencies evolve from unidentified risk points,and risks change qualitatively through accumulation and eventually evolve into emergencies;(6)Online public opinion emergencies are an explicit form of hidden risks,and will continue to evolve into crisis events if governance is not guided in time;(7)Network groups make different voices from different positions and eventually transform public opinion emergencies into political issues and moral judgments such as educational fairness and social justice.Based on the research results,this study proposes that university administrators should have the risk awareness,enhance the risk prevention ability of universities,play the role of emergency planning in the network public opinion emergencies,identify the responsible objects during the governance,and handle the relationship between "defusing" and "blocking" in the process of public opinion dissemination.In order to better manage online public opinion emergencies in colleges and universities,this research suggests:(1)Improve the ability of risk prevention;(2)Establish a public opinion early warning system in colleges and universities;(3)Timely deal with online public opinion emergencies;(4)Pay attention to the "aftershock" of public opinion;(5)Expand public opinion emergency management channels;(6)Pay attention to opinion leaders in public opinion emergencies;(7)Universities should repair their image timely.