Internet public opinion is the power to make events open, transparent and fair. Online media has been recognized and valued by all walks of life. In major social emergencies, letting more people know the truth or the inside story through online public opinion can not only make people know fairly, but also make the incident more open and transparent, so that those illegal acts can be hidden and exposed, and things can develop in a fair and transparent direction. Of course, online public opinion is not just positive. Due to the anonymity and openness of online media, some netizens will lose the legal and moral constraints in the real society in the online virtual world, and make some illegal and immoral behaviors, forming some negative online public opinions and misleading ordinary people.
Therefore, online public opinion is a "double-edged sword", which has both positive effects and some potential hazards. For its positive role, we should pay more attention to and make use of it and give full play to its value. For the negative impact, we should take corresponding measures to guide it correctly and minimize its harm.
2, the necessity of network guidance
News public opinion is not only the reflector and organizer of the whole social public opinion, but also the guide of public opinion. The characteristics of network communication make anyone who enters the network can speak freely with the help of virtual identity, the status of the audience is unprecedentedly improved, and the dominant position of the sender is weakened. These traditional audiences got rid of the passive position and began to become active participants in information dissemination like professional communicators. They can post news and comments on the Internet at will, which leads to different voices.
In addition, the capacity of the network determines the mass of information, but the authenticity and credibility of online news are low. In the process of online competition for eyeballs, some online media compile hearsay news, forward or quote false news and harmful information, mislead the public and confuse the audience, which has a great negative impact. On the surface, the massive information on the internet provides more choices for the audience, but in essence it is a test of the audience's choice.
3. Guiding methods of online public opinion
3. 1 Public opinion guidance of predictable news events
Predictive reporting of major news events is generally a major news activity planned by mainstream media organizations, which should aim at carrying forward the main theme of the times, building brand advantages and rallying public opinion.
1. Adhere to the correct orientation: forward, upward and centripetal. Adhering to the correct guidance of public opinion is the core and soul of improving the ability of public opinion guidance, and it is also the top priority of news propaganda. Forward, that is, to promote the modernization process and the development of various undertakings; Upward, that is, the content of public opinion is positive and healthy, which gives people enlightenment and encouragement. Centralization is conducive to social unity, stability and harmony.
2. Hierarchical: highlight key points, focus on hot spots and focus on bright spots. First of all, we should highlight the key points. According to the general law of public opinion, the formation and development of public opinion are staged, regional and repetitive. In a certain stage and region, the focus of public opinion has a specific scope and theme. Second, we must seize the hot spots. Social hot issues have always been one of the key issues concerned by the media, because it is related to the vital interests of most people in society and marks the direction of government guidance and social development. Again, focus on the highlights. The "bright spot" of the news industry is nothing more than a typical major news propaganda and major news events. The operational level of news "highlights" actually marks the size, level and competitiveness of a media's ability to guide public opinion.
3. Brand building and media guidance are indispensable. Brand is the label of the times, and it is also an effective means and an important prerequisite for media public opinion guidance. Brand embodies the internal quality and external image of media, and is the materialized force of media authority, credibility, influence and competitiveness.
3.2 Public opinion guidance of news emergencies
1. The media should realize the concept change from "blockade" to "guidance" in information circulation. In the face of unexpected events, traditional media are used to blocking and blocking, but the uncontrollable public opinion fever in the network environment determines different guiding concepts (to realize the guiding mode from "blocking" to "guiding"). Theoretically speaking, for most audiences, they do not have the ability to produce "opinions and opinions", but only have the right to choose "opinions and opinions". ? Therefore, in order to realize the correct guidance of public opinion, the media should put persuasion and guidance in the first place, channel information with a positive attitude and guide the healthy development of public opinion.
2. Information reporting must take the initiative. The occurrence of unexpected events often leads to rumors flying all over the sky, which is essentially a game process between general "social public opinion" (public opinion spread by folk opinions) and media "news public opinion" (public opinion spread by media or official opinions). First, "the dominant media is aphasia", and secondary public opinion can easily occupy the market; Second, in the face of unexpected events, the audience "psychological group" formed. "Psychological groups" are desperate for information and urgently need to be informed of their views. In this case, once any viewpoint caters to the psychological state of the psychological group at that time, it is very easy to be selected and spread, and it is also very easy to gain the position of leading public opinion.
3. From "information dissemination" to "trust dissemination". In emergencies, groups are easily hinted and emotions are easily contagious. When information is repeated repeatedly, "strong opinions" may be formed. These strong ideas, opinions and emotions will enter the infectious stage in droves, forming a "popular view". After knowing certain information, people are gradually not satisfied with knowing only scattered information, and then have higher demand for communication, which constantly promotes the spread and popularity of public opinion. In order to form a dominant public opinion, the media should do one thing: "clear the clouds" and two things: "see the sunshine". Information dissemination is equivalent to "seeing the sun through the clouds", clearing the fog and letting the public know the information; However, just doing this is not enough. We should also let the public "see the sun" and see the sunshine. Trust communication has played the role of "seeing the sun". In this process of changing the nature of communication, the media should start from the deepest needs of the public, cut in from the perspective of individual care, and build a trust mechanism from the perspective of human feelings.
4. Pay attention to the reporting language. First, the shaping and guidance of public opinion can not be separated from the repetition and progression of reporting language. Second, the news language should be easy to read. The art of media communication is first and foremost the art of manipulating words. It is necessary to constantly change the "reporting wording" according to the communication effect, not only to use accurate words, but also to report in a language that makes people "happy" to read, so that people can enjoy it and have stronger public opinion guidance ability.
To sum up, online public opinion has its distinctive characteristics. On the one hand, these characteristics highlight the progress of the formation and development of online media public opinion, on the other hand, it also increases the difficulty of media guiding public opinion. As a network media, it is necessary to analyze different news public opinion events, namely foreseeable events and unforeseeable events, according to the characteristics of network public opinion. The public opinion guidance of online media is a complex and difficult problem to operate, which will also attract theoretical and industrial circles to conduct more comprehensive and in-depth research.
References:
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[3] Publicity Department of the Communist Party of China Public Opinion Information Bureau. Research on the mechanism of public opinion information collection and analysis [M]. Beijing: Learning Press, 2006.
[4] Li Xiaoping. Research on public opinion environment of harmonious society [D]. Central Party School * * .2008
[5] Zeng Yanyan. Research on the supervision of public opinion of online media [D]. Dalian University of Technology. 2008
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