A brief analysis of the guidance of public opinion on government management in the new media era

Abstract：Now， people have stepped into the new media era. In the context of the new media era， the spread of various information has been unprecedentedly increased and the channels of communication are constantly diversifying. As a result， the guidance of public opinion in various public events has also been greatly influenced. Under the background of new media era， how to effectively guide public opinion in the process of government management has become an important topic widely concerned by all walks of life. In this paper， the author gives a brief analysis of the public opinion guidance in the context of the new media era.

Key words：the new media era； government； management； guidance of public opinion

With the development of the times， with the support of information science and technology， various new media have sprung up and have great influence on every aspect of people's life. The new media era has come， and a variety of new media， such as micro-blog and WeChat， have begun to penetrate into people's daily life. More and more netizens are also involved in the discussion and dissemination of various public events through various new media. Therefore， in the new media era， the issue of public opinion guidance by the government has also become the focus of attention.

1New media and public opinion

In the new media era， all kinds of new media can break the boundaries of administrative geography and space-time， and influence people's news ideas. With the booming development of new media such as WeChat and micro-blog， social networking has gradually become a new way for people to get news. Under the background of micro era， the popularity of application software such as micro-blog and WeChat has greatly promoted the convenience of information acquisition and social interaction. The boundaries of identity， region and class have been weakened and blurred， and the world has become very small. With the rapid growth in the number of Chinese Internet users， the Internet has become an important channel for the expression of the people， social life， the flow of public opinion concentratedintelligence. The new media， represented by the Internet， is deeply affecting the formation of public opinion， and then affects all aspects of social management. Especially by extremists， hostile forces and Internet marketer in the commercial interests， or other purpose drive， deliberately fabricated 1 information， and deliberately confuse the public transfer， disrupting the order of the network， micro-blog， WeChat and the mode of transmission of fast and simple. It makes deep thinking and complicated speech unavailable， misleading the trend of public opinion of various public events， providing a hotbed for the spread of extreme speech， resulting in the decline of credibility of the government， the spread of the negative emotions of the masses， and the mixed network environment. At the same time， the current society is in the stage of deep transformation and active transformation. The influence of public events is large， and it easily leads to conflicts of interests among different social roles. People's emotions are sharpened， their thoughts are active， and they are easily provocative by negative words， forming erroneous concepts. Therefore， how to understand， grasp and effectively guide public opinion and maintain social harmony and stability has become a serious challenge that we need to face in the present stage of frequent public emergencies and deeper involvement of Internet media. Strengthening the guidance of public opinion has become an important and urgent content in the administration of the government.

2 The analysis of government administration public opinion guidance measures under the new media era

2.1Pay attention to media cooperation.

In the course of public opinion guidance， we should pay more attention to strengthen and improve the construction of the mainstream media and build strong propaganda positions.In the past， after some public events， the avoidance of media and the cover up of the truth has become a reflective response to a few government departments. But in the \"micro era\" with various means of transmission， this critical \"Aphasia\" performance will obviously lose the initiative to guide public opinion， and lead to the spread of all kinds of events related rumors in the public， leading to a series of bad consequences and effects. Therefore， strengthening media cooperation is the first choice for the government to grasp the right to interpret focal issues and publish authoritative messages voluntarily. In the current fierce competition at home and abroad， promoting a good and enlightened government image through active external publicity has become an effective weapon for every local government to demonstrate hard power. Therefore， the ability to guide public opinion is regarded as the component part of the government's ability to govern， and the most hard part of the city's soft power. For this reason， management departments must regulate and manage local media， promote the integration of traditional mainstream media and new media， and enhance the credibility and influence of mainstream media. And maintain good relations with the news media. Our country implements the party's management of the media system. The media is not born on the opposite side of the grassroots party and government departments， but is a doubting partner and a dual relationship. This is most vividly expressed in news reports of emergencies. It wants not only to get authoritative information from government departments， but also to find out the faults of government departments. Therefore， to maintain good relations with all levels of news media， we should enhance communication and cooperation at ordinary times and win the trust of the media. After such unexpected events， the news media will take the initiative to contact and report objectively and comprehensively.

2.2Create a communication platform.

In the new media era， in the process of the correct guidance of public opinion in the process of government management， the first should be to create a positive communication platform. The new media makes use of its great power to build a speech platform for everyone. In social life， people often have great demand for speech. Various new media in the micro age provide rich channels of speech for everyone， and build a sound platform for speech. For example， in recent years， a very popular micro-blog is a very powerful information release platform， and people can make free speech through micro-blog. Moreover， the use of various new media types can also form the power of public opinion， which positively affects the development trend of public opinion in all kinds of important public events， and is of great significance for the development of society. Therefore， in the public opinion to guide the public events， relevant departments should pay attention to the new media using a variety of active communication platform， through the platform， understand the characteristics of public opinion under the new situation， the initiative of leading public opinion， establish a good image and credibility of the maintenance of the party and the government. For example， in order to give full play to the important role of news release and public opinion guidance， all the municipal Party committees can open up a wide range of micro-blog， risk and set up topics actively， get social and public opinion， guide social hot spots， do well public opinion supervision， and achieve full coverage of news releases. The corresponding news release and information disclosure should be carried out in time to provide important channels for the masses to know information. And actively interactive communication with the majority of users， collect the feedback information， understand the trend of public opinion， in order to better guide the public opinion. In conclusion， through the construction of communication platform， we can help authoritative departments to issue authoritative voice in a timely manner， win the guidance of public opinion， and correctly handle the guiding way of positive public opinion. In order to actively guide the masses of social emotion， understanding， good at giving systematic guidance， accept the truth， listen to the voice of the positive effect.

2.3Strengthen the construction of the legal system.

In order to better guide the public opinion， a strong legal system needs to be supported. Now， the construction of the corresponding legal system has achieved a certain effect. In late August 2014， the Ministry of public security of the deployment of special operations， concentrate on combating organized manufacturing network spread rumors and other illegal crime； in September 9th， the supreme law， the Supreme People's Procuratorate \"on the handling of the use of information network of slander and other judicial interpretation\" of some issues of applicable law in criminal cases issued. In addition， we should strengthen multi - sector cooperation. In the process of governance of cyberspace， Internet management related departments should actively take relevant measures to work together， to form a cohesive force， the state Internet Information Office， public security， the supreme， Supreme Procuratorate and other government departments， as well as a number of well-known Internet companies have played an active role in their own. At the judicial level， the Supreme People's court and the Supreme People's Procuratorate promulgated the judicial interpretation of several issues applicable to the application of information network to carry out libel and other criminal cases. In addition， the public security department has deployed a special strike action to punish some illegal offenders. In short， strengthening relevant legislation and network law enforcement， pipeline network in accordance with law， and legalization management are conducive to sustainable development of network， so as to better conduct public opinion guidance.

2.4Cultivate the opinion leaders.

In recent years， under the dramatic social change， people's daily work and life have been greatly shocked， and the uncertainty of environmental cognition has also increased significantly. There are more and more channels for people to get information， and everyone has a chance to become an opinion leader. But for the general public， it is eager to get more information to offset the uncertainty of the desire. For all kinds of important public events， the general public is eager to hear authoritative voices and opinions， so as to better guide themselves to think and judge. Under this realistic demand， the network opinion leader was born. In the process of public opinion guidance， we can cultivate the main force of rule by law network and network culture， so as to better purify cyberspace and guide public opinion. In order to better play the guiding role of the network opinion leaders， we need to actively cultivate network leaders， so that more leaders within the system will enter the Internet public opinion and play the role of strengthening the mainstream speech. All regions should adhere to the socialist core values in network publicity， Internet culture and Internet services， and promote the formation of a positive public opinion on the Internet. To create a network culture brand， actively promote the network of civilization， the Internet， civilized network， and cultivate a healthy and upward network of public opinion ecology. According to the fields， types， hierarchical principle， network management， network vision， built emergency and assessment team， focus on training system of \"opinion leaders\"， absorb the network technology and network research and development personnel. We should strive to build a powerful \"network army\" that can stick to the position and the network. And cultivate a large number of online （concurrent） commentators， as well as influential online \"opinion leaders\". Government departments should also pay attention to the positive interaction with the \"opinion leaders\"， the pretext of \"celebrity opinion strongmagnetic field\"， to create a favorable atmosphere for public governance.

3Summary

In the new media era， there are profound changes in the way of information dissemination and the pattern of public opinion. How to do a good job of public opinion guidance work， we should think deeply. Through the above analysis， we also clearly realized that in the new media era， we can do well in public opinion guidance through strengthening media cooperation and training opinion leaders. In conclusion， how to maintain a healthy and interactive public opinion ecosystem and maintain it in a long-term way also needs further discussions by government related management departments in the future work.

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