Research On Network Public Opinion Management In Colleges And Universities Under The Background Of New Media

The new media with the Internet as the main form is the product of the progress of scientific and technological information.The difference between new media and traditional media is that new media has faster information transmission speed,larger information load,more convenient communication mode,and stronger interactivity and timeliness of information content.Nowadays,this new form of communication and media has become the main carrier of network public opinion information and is deeply welcomed by college students.They are keen to participate in discussions,express opinions and make interest demands on major new media network platforms.To a certain extent,new media has brought changes to students.Therefore,in the context of new media,it is of great significance for the healthy growth of college students,the deepening reform of colleges and universities and the benign development of society to do a good job in the management of network public opinion in Colleges and universities,improve the management ideas and improve the management effect.This paper takes the network public opinion management of colleges and universities as the research object.Firstly,it combs the relevant concepts and theoretical basis;Secondly,through the method of questionnaire survey,understand the current situation of network public opinion management in Colleges and universities;By constructing a binary logistic regression model,this paper explores the behavior of college students participating in network public opinion,and summarizes that the management of network public opinion in Colleges and universities in China is facing three challenges: large differences among college students,complex and changeable network public opinion and deficiencies in the existing management mode of colleges and universities.Finally,starting from the three challenges,the paper puts forward the need to strengthen the pertinence of College Students’ education,strengthen ideological and political education and media education;It is necessary to strengthen cooperation with mainstream media and the construction of official media;It is necessary to establish an independent network public opinion management department,optimize the traditional network public opinion management mode,formulate flexible daily management,and continuously improve the media literacy of university education managers;And the need to build a coordinated management system of government,universities,media and society to create a harmonious,positive and healthy campus life and network environment for college students.