Research On The Dilemma And Countermeasures Of Public Opinion Management Under The Background Of Media Convergence

In recent years,with the rapid development of China’s network and mobile Internet technology,under the support of these new technologies,there are many new media communication platforms,such as microblog,wechat,webcast platform,short video app and so on.These new media have become indispensable tools for people’s daily information exchange,and also enable more and more people to quickly communicate Directly participate in the discussion of public events.Corresponding to the rapid growth of Internet users in China,Internet public opinion has become increasingly frequent,hot spots of Internet public opinion have risen sharply,and social influence has increased significantly,which greatly tests the emergency response capacity of governments at all levels.At present,the county-level government’s response to network public opinion is not optimistic.There are many problems,such as insufficient understanding,slow action and ineffective measures,which seriously damage the credibility of the government.Through literature research,case analysis,in-depth interviews and other research methods,this paper first analyzes the current research status of media convergence and public opinion guidance mechanism in academia and industry,and finds the breakthrough of the research.Secondly,through the research and carding of the relevant theoretical basis,combined with the development status of new media in contemporary times,the theoretical framework of the article is established.Finally,through the analysis of the case of public opinion guidance of J city government,this paper summarizes the achievements and shortcomings of local government in public opinion guidance,and puts forward further optimization suggestions for public opinion guidance.The development trend of media convergence is irreversible.The communication platform and matrix represented by new media such as Internet broaden the channels for public participation,production and dissemination of public opinion,and also provide a specific platform and implementation path for further amplifying these contradictions and conflicts.It is very urgent to further strengthen the research work in this area to solve the current practical problems in China.It is suggested that the local government should speed up the reform of the system and mechanism,the improvement of the ability and quality ofofficials,the guarantee of talents and funds,and the construction of professional teams,so as to lay a solid foundation for improving the level and level of local government’s response to public opinion,improving the governance and ruling level of local government,and realizing the scientific,democratic and institutionalized administration.