Research On Network Public Opinion Communication Guidance Based On Information Ecology Perspective

With the rapid development of information technology,the Internet has become an important network public opinion channel for the public to expound their views,spread their ideas and express their interests.Because the Internet has the characteristics of openness,sharing,timeliness and information transparency,people’s opinions in different fields and backgrounds are easily expressed through the Internet.If online public opinion is influenced by emotional,imaginary or radicalized information,it is easy to lead to the negative dissemination of public opinion,which seriously affects the social economy and people’s production and life.Therefore,combining with the theory of information ecology,this paper discusses the influencing factors of network public opinion communication,and puts forward the countermeasures to guide network public opinion communication from the perspective of information ecology.Based on the theory of information ecology and combined with existing relevant literature,this paper analyzes the influencing factors of network public opinion communication from the perspective of information ecology.From the four variables of information object,information subject,information environment and information technology,seven explanatory variables were extracted: "type of information event","government response","participation of opinion leaders","netizens’ emotional tendency","information release subject","objectivity of media report" and "media richness",and "network public opinion spreading heat" was taken as the result variable.The data model of influencing factors of network public opinion communication is constructed from the perspective of information ecology.In this paper,42 public emergencies from 2017 to 2022 on the platform of knowledge,micro and events are selected as cases.Based on the qualitative comparative analysis method of fuzzy set,fs QCA3.0 software is used to analyze the combination of different paths that affect the communication of network public opinion,and the data analysis results are discussed and analyzed.The results show that government response and opinion leaders’ participation are the core factors of network public opinion communication from the perspective of univariate necessity.The analysis of different combination paths of conditions shows that the combination of government response and opinion leaders’ participation factors speeds up the propagation of online public opinion,and the combination of negative emotions of netizens and high media richness stimulates the heat of online public opinion propagation of public emergencies.The combination of the subject of information release and the objectivity of media reports enhances the attention of netizens to the online public opinion of public emergencies.Based on this,this paper studies from four aspects of information object,information subject,information technology and information environment and puts forward guiding strategies for network public opinion communication,so as to provide strategies for government departments and other relevant departments to supervise,control and effectively guide network public opinion communication and promote the construction of ecological civilization of network public opinion communication.