Research On Communication Behaviors Of Social Media Users And Guidance Strategy Under The Background Of College Network Public Opinion Events

Online public opinion in colleges and universities refers to the comprehensive performance of the ideological cognition,emotional reaction,value judgment and opinion tendency of the special social group of colleges and universities on all matters inside and outside the university in a certain period.After some emergencies in colleges and universities are spread and amplified through the Internet,the stimulating information contained in them stimulates internet users’ emotions,wills,attitudes and opinions about the event,which become the focus of online public opinion,and then cause widespread concern in the society.Colleges and universities are places of teaching and the highland of social moral construction.Public opinion in colleges and universities has also become the public opinion vane of the whole society.Public opinion events in the field of education can more arouse social attention and internet users’ emotions.Colleges and universities are the forefront of ideological work,so how to effectively control and guide online public opinion is of extensive practical significance.At present,academic research mainly focuses on the evolution law and governance of network public opinion,rumor propagation model based on SIR,text analysis based on Sina Weibo and other social media.There is no research on the influencing factors of network public opinion propagation behavior in colleges and universities.This paper adopts the method of questionnaire survey and multivariate Logistic regression analysis.The model of influencing factors of social media users’ communication behaviors in online public opinions of colleges and universities is constructed.The results show that educational background,overseas experience,motivation,reason for concern,degree of concern,degree of impulsion and conformity pressure have significant influence on communication behaviors.In this paper,through correlation analysis,chi-square test and cross-tabulation analysis,reveals the demographic characteristics and education background of social media users in order to participate in the university network public opinion influence intensity difference of attitude and behavior,the results showed that gender,age,education,grade,study abroad experience is affecting social media users in order to participate in the key factor of the university network public opinion.This paper adopts the method of case analysis to construct the user transmission graph and comment text knowledge graph of university network public opinion in the micro-blog environment to analyze the user forwarding relationship and the views held by users.It is found that the measurement indexes such as user degree,betweenness centrality,closeness centrality and comment keyword weighting can well describe the dissemination process and theme of online public opinions in universities,and provide suggestions for the control and subsequent voice of public opinion related parties.General Secretary Xi Jinping has stressed on many occasions that "Cyberspace is the spiritual home of hundreds of millions of people.A clean and ecological cyberspace serves the interests of the people.It is not in the interests of the people to have a polluted and deteriorating cyberspace." Through questionnaire survey,case analysis and other methods,this study puts forward relevant suggestions to guide the network public opinion in colleges and universities,hoping to make certain theoretical and practical contributions to the healthy network ecology.