Investigation Of The Predicament And Countermeasures On Government Guiding WeChat Public Opinion

With the rapid growth of mobile internet and the popularity of smartphones,the age of "all things interconnected",in which mobile phones,tables and others act as the center of smart devices,has occurred upon our society.In this era,smart phones have become a new platform for everyone to voice.And the old fields of traditional public opinion platforms have been broken by the new,such as micro-blogs,WeChat and news-clients.Tencent launched an instant messaging application named WeChat in 2011,the users have now reached one billion monthly,and thus this app has become one of the leading public opinion platforms in China.WeChat has unsealed a new era of public opinion field,because it owns unique platform dissemination characteristics and possesses different laws from micro-blog,forum and other network platforms.Meanwhile,new challenges have been brought to government’s network governance model.This paper generally carries out according to the logical order of "present situation analysis-problems raising-problems solving ".The methods of literature investigation,comparative analysis and case analysis are adopted,in order to research the measures for improving the government’s ability to guide and cope with the WeChat public opinion.There are five chapters in this paper,the first chapter is the introduction.In the introduction chapter,the background and the significance of WeChat public opinion guidance are elaborated,the research status of WeChat public opinion at home and abroad are analyzed,the research methods are proposed and the innovations of this article are indicated.The second chapter is related to relevant concepts and theoretical basis.The dissemination characteristics and influence of WeChat public opinion were interpreted in detail,the comparison with other media public opinion are conducted as well.In the third chapter,an example,the Changchun Changsheng Vaccine Fake Incident in 2018,is employed for the case analysis.This chapter presents the current situation of the government’s guidance of WeChat public opinion,by reviewing the incident,analyzing public opinion data and guiding the WeChat public opinion by relevant governmental WeChat subscription.And studies the dilemma of government WeChat public opinion guidance,such as formalistic guiding content,emotional guidance unfocused;deleting,detaining and concealing about negative public opinion;professional accomplishment of government new media workers insufficiently.According to the unique characteristics of WeChat public opinion,suggestions and strategies for improvement are raised based on agenda setting theory,contingency management theory and risk society theory.Concretely,the government should optimize the government’s agenda setting of WeChat subscription,construct WeChat public opinion guidance system and improve governmental officials’ WeChat public opinion response literacy.Chapter five is a summary of this study,including research conclusions,discussion on the effectiveness of the study and enlightenment of the study.