Research On The Response Mechanism Of Grassroots Government Network Public Opinion Under The New Media Environment

In recent years,Internet technology has made unprecedented rapid development,The short video platform represented by micro-blog and We Chat,represented by jitter,quick hand and volcano,is a news entertainment information platform represented by today’s headlines,know and Xiao Hongshu.The new media environment makes it easier for us to obtain a large amount of information,but it also inevitably leads to many problems,such as the abuse of people’s right of expression,the wanton spread of rumors and the leakage of private information,which makes the response of government departments to online public opinion face many challenges,especially for grass-roots governments,once there is online public opinion,The original response can not well meet the new needs.If it is not handled properly,it is easy to cause people’s dissatisfaction,resulting in the damage of government image,the decline of credibility and the loss of voice.Therefore,exploring a scientific response to network public opinion is an urgent problem for China’s grass-roots governments.Based on the relevant theories of public management and information communication,taking the new media environment and the era of big data as the research background,this paper studies and judges the definition,characteristics,production conditions and transmission channels of network public opinion.Through the in-depth analysis of the public opinion response to the "vindication of past grievances and rape case" in L County,from small to large,from outside to inside,this paper finds out the problems existing in the network public opinion response of L County Government under the new situation,that is,the information disclosure is not timely;Lack of crisis awareness;Poor communication and coordination;The discovery of public opinion lags behind;Lack of publicity response ability,in-depth analysis of the reasons for the public opinion response problems in L County,that is,not paying attention to the use of government affairs platform;Weak awareness of public opinion response;The network public opinion linkage emergency mechanism is not perfect;Lack of technical means for public opinion monitoring and judgment;The media literacy of government staff is not high,and put forward suggestions and Countermeasures for the grass-roots government to deal with network public opinion more scientifically,such as relying on new media terminals to establish a network public opinion disclosure platform;Change ideas and consciousness,and use new media,new channels and new methods;Multi department information sharing and establishment of network public opinion emergency linkage mechanism;Use big data portrait to monitor online public opinion in real time;Explore the establishment of a press spokesman speak+ opinion leader lead system.The traditional public opinion response measures can not effectively deal with the network public opinion in the new era.Therefore,through the typical analysis of the network public opinion response in L County,this paper explores the network public opinion response measures of the grass-roots government under the new media environment,in order to provide reference for the network public opinion response of other grass-roots governments.