First, accurately grasp the communication characteristics of online public opinion.
Modern information technology represented by the Internet is one of the most important technologies for human beings in the 20th century. Its rise triggered a revolution in communication technology, which made communication move from the atomic age to the bit age, but its more important significance "lies in the network society it built and the network culture and technical rationality derived from it, which changed and reshaped people's way of life, way of thinking and values". When people actively or passively participate in "digital existence", public opinion, an ancient social phenomenon, has undergone fundamental changes in its formation mechanism, communication mode and function form, which makes online public opinion present a series of new characteristics.
1. The formation mechanism of online public opinion has changed. First of all, the equality of digital communication has broken the traditional discourse monopoly. In the era of digital communication, "everyone can be a reporter, writer and spokesperson". With the help of digital communication, people have broken through the inherent concepts of hierarchy and time and space in traditional culture, changed the natural strong and weak positions of elites and grassroots, and also broken the discourse monopoly in the era of non-digital communication. In theory, everyone can become a "leader of public opinion" and set off a frenzy of public opinion, which is unimaginable in the era of non-digital communication. Secondly, the virtuality of digital communication indulges the wanton carnival of public opinion. In the virtual digital space, people hide their names and identities, and there is a general psychological hint that "on the Internet, no one knows you are a dog". All the rules and regulations in the real society are often forgotten by lucky people, and they are more free and casual in exchanging information and expressing their views because they have little responsibility. Third, the interactivity of digital communication has accelerated the change of public opinion. Digital communication is bidirectional, real-time and interactive, which can stimulate people's desire to participate. Due to the rapid feedback, the efficiency of communication, sublation and integration of opinions is greatly improved, the time for the formation of public opinion is greatly shortened, the speed of public opinion dissemination is accelerated, and the snowball effect is more obvious. Fourth, the openness of digital communication promotes the mutual integration of public opinion. Digital means of communication has broken the limitation of time and space and changed the communication mode based on specific social relations in the past. A group of people who were originally separated from each other and unrelated to each other may quickly form a group and form some kind of public opinion in a short time for some reason ("human flesh search" is a typical case). At the same time, because there are no institutional barriers and bound dogmas in virtual space, all kinds of ideas, viewpoints and values have opportunities and platforms to display, and public opinions of different classes, fields and types can communicate, blend and confront each other conveniently, making the public opinion environment more complicated. The above changes in the formation mechanism make network public opinion more discrete, changeable and complex.
2. The communication mode of online public opinion has changed. The Internet is made up of many local area networks and many computers connected to them all over the world. Because of the close connection with the military in the early days, in order to prevent being completely destroyed, the Internet uses TCP/IP protocol instead of the traditional pyramid connection. This is the greatest advantage of the Internet, but also its fatal weakness (let's just say so), which makes the Internet have no owners and core managers from the beginning. It is an endless net, and you can't find its center or its edge. Therefore, the network subverts the past "communicator-centered" communication mode, including face-to-face communication, point-to-point, point-to-point and multipoint-to-multipoint communication, which makes the network have incomparable advantages over traditional communication methods, not only broadening the channels of information dissemination, enriching the forms of information dissemination, but also changing people's concept of information consumption to a great extent. Therefore, the network gradually assumes the role of cross-media, cross-regional and cross-level public opinion media, and increasingly becomes the source of public opinion generation, the distribution center of public opinion dissemination and the new position of public opinion supervision. But at the same time, we should also see that, unlike traditional mass media, network communicators can be institutions or individuals. Most of them are not specially trained like traditional media practitioners, and there is no strict and scientific process and system for information collection, processing and screening, which makes online public opinion more uncertain, chaotic, blind, intolerant and emotional.
3. The mechanism of online public opinion has changed. First of all, the power of public opinion has never been stronger. With the help of digital communication, people's gathering in the online world is becoming more and more common, and the "single spark" of public opinion can quickly form a prairie fire. The network provides a broad and powerful platform for the general public to express their opinions freely, and brings together those scattered opinions, which has a great influence on the objects of public opinion. Secondly, the role of public opinion has expanded unprecedentedly. With the help of network communication, people can break through the original time and space boundaries, obtain and transmit all kinds of information at any time, and easily intervene in economic, political and social life. Accordingly, the regional characteristics of public opinion have weakened, and its action direction and influence range have changed and expanded, showing the trend of internationalization of domestic public opinion and localization of international public opinion, and the butterfly effect is more obvious. Third, the role of public opinion is accelerating at an unprecedented speed. Instantaneity and interactivity are prominent features of network communication, so the process of formation, diffusion and feedback of public opinion is greatly shortened, and the role of public opinion on the object becomes more direct and rapid. The above-mentioned changes in the public opinion mechanism have caused the energy of online public opinion to expand rapidly and the lethality to increase unprecedentedly.
Second, fully understand the supervision function of online public opinion.
Internet is changing people's way of life, and it also has a profound impact on political life and social life. Netizens know about government affairs, express their opinions, put forward suggestions and exercise their democratic supervision rights through the network, making the virtual network a platform for realistic supervision. Network public opinion supervision is the progress of the times and the embodiment of social democratic progress. Its positive significance is beyond doubt, and its unique advantages are unmatched by other supervision methods.
1. The scope of supervision is wider. First, the regulatory body is more extensive. As long as they have basic hardware conditions and operational skills, representatives from all walks of life, industries and interest groups can stand in different positions and angles, discuss state affairs, reflect social problems, express interest demands and conduct public opinion supervision through the Internet. Second, the object of supervision is more extensive. The inherent openness of the network creates conditions for the spread of online public opinion to get rid of the constraints of time and space, so the supervision of online public opinion can extend its tentacles to various regions and fields and expand its horizons to various things and problems.
2. The supervision efficiency is higher. The immediacy and interactivity of network communication make information dissemination and information feedback more timely and direct, and the efficiency of network public opinion supervision is greatly improved. This is an important reason why the form of online public opinion supervision has been accepted and adopted by more and more people. Recently, a series of public opinion supervision cases exposed by the Internet have been effectively responded in a short time. For example, several incidents of traveling abroad at public expense were not only promptly investigated and dealt with by the relevant departments, but also attracted the attention of the central high-level officials. The General Office of the CPC Central Committee and the General Office of the State Council issued a special document to reiterate and put forward seven requirements for resolutely stopping public funds from traveling abroad. This fully reflects the high efficiency of online public opinion supervision itself, and also greatly enhances the influence of online public opinion supervision.
3. The form of supervision is more vivid. The massive information contained in the network provides rich information sources and material background for public opinion supervision. From forums, blogs and podcasts to various websites, the coexistence and interaction of various network forms make the ways and forms of online public opinion supervision more diverse and flexible. At the same time, the anonymity of the network not only stimulates the enthusiasm of netizens to participate in public opinion supervision, but also plays a very good protective role.
4. The supervision cost is lower. The convenience, effectiveness and operability of online public opinion supervision greatly reduce the material cost of traditional public opinion supervision. Moreover, in the event of online public opinion supervision, due to the participation of netizens from different regions and industries, and even the direct disclosure of insiders, the fact-checking work required by traditional public opinion supervision has been greatly reduced, and the required spiritual and material costs have been greatly saved.
While fully affirming the unique advantages of online public opinion supervision, we must also clearly recognize several problems existing in online public opinion supervision itself.
The first is the practical problem of public opinion. Because of the barrier of anonymity, anyone can break the news, discuss or even curse without restraint in the invisible state, and the seriousness, professionalism and authenticity of traditional public opinion supervision are greatly reduced. What some netizens swear to say is often just hearsay, catching shadows. After investigation, it was found that this was not the case at all. But it can't simply be equated with slander and slander, because the original intention of many netizens is often out of indignation, not personal interests, and only because of subjective and objective conditions, there is a deviation between facts and judgments. This requires us to thoroughly and carefully identify the regulatory facts, ensure that the supervision is implemented, and avoid hurting the innocent.
The second is the issue of public opinion violence. The cost and risk of online public opinion supervision are relatively low, which leads to the randomness and emotionality of netizens' participation in supervision to some extent, and the phenomenon of abuse of supervision exists in cyberspace to varying degrees. Some netizens spread rumors through the internet, infringe on the legitimate rights and interests of others and vent their dissatisfaction with society. Because the field effect of network public opinion has strong cohesion, it is easy to arouse the thoughts of participants, so that different people can quickly form groups linked by specific events. Therefore, this irrationality is easy to be aggregated, amplified and spread, which leads to the phenomenon of starting with public opinion supervision but ending with cyber violence.
The third is the variation of public opinion. "Network Pushing Hands" and "network hatchet man" are unique phenomena in the formation of network public opinion. In order to promote or suppress, some people make full use of network resources and operating rules to artificially create and manipulate public opinion, thus changing the original ecological potential energy formed by public opinion, that is, the variation of public opinion. Although this phenomenon mainly appears in the field of online marketing at present, it is easy for people with ulterior motives to use the online platform and mislead online public opinion under the guise of public opinion supervision because of its low operating cost, wide influence and small implementation difficulty. This not only damages the reputation of network public opinion supervision itself, but also puts undue pressure on "the object of supervision" and practical work.
Third, make rational use of the anti-corruption function of online public opinion.
Network public opinion supervision is an important part and the best combination of mass supervision and public opinion supervision. The people's right to know, to participate, to express and to supervise is largely realized in the process of online public opinion supervision. Network anti-corruption is an important content of network public opinion supervision. Based on the characteristics of network communication, we should make full use of the advantages and disadvantages, and give full play to the role of network public opinion supervision in anti-corruption construction.
First of all, we should treat network anti-corruption rationally. The Internet has opened up new channels for people to express their opinions and become a quick channel for people to participate in and discuss state affairs. As a non-governmental force independent of internal supervision such as discipline inspection and supervision and traditional public opinion supervision, network anti-corruption has strong cohesion and independence, which provides more possibilities for anti-corruption construction. In fact, the orderly promotion of network anti-corruption will also help to improve the openness and transparency of democratic politics, and at the same time help to cultivate the civic awareness of the whole society and let people participate in social affairs more actively. However, we must clearly realize that anti-corruption is a very complicated systematic project, and it is naive to think that a simple "human flesh search" can solve the corruption problem. The power of network supervision is indeed powerful, but this kind of supervision can only be external, spontaneous, accidental, supplementary and abnormal at best, so anti-corruption cannot rely on network power. The problem of corruption ultimately depends on the internal mechanism of the political system. Therefore, on the one hand, we should attach great importance to the role of network anti-corruption, on the other hand, we should not expect too much from network anti-corruption.
Secondly, we should make rational use of the network to fight corruption. Relying on the Internet, anti-corruption work can be promoted in at least three aspects. First, more anti-corruption clues can be obtained. Network reporting and network investigation provide rich, concrete, direct and hard-to-lose anti-corruption clues for relevant departments, and expand the information sources of anti-corruption work. Second, it can form a strong pressure of public opinion. After the corruption phenomenon was exposed through the Internet, it immediately aroused widespread concern, which not only exerted great public pressure on the supervised objects, but also had obvious warning and education effects on all party and government cadres. Third, it can win the broad support of the masses. The vast number of netizens actively provide clues, conduct investigations, track developments and supervise the handling of the situation through the Internet, forming a powerful mass anti-corruption force, which is conducive to curbing and investigating corruption. We should be good at understanding people's feelings, listening to people's voices, absorbing people's wisdom and relying on people's strength through online public opinion supervision, and do a solid and effective job in anti-corruption work.
Third, we must guide the network to fight corruption in an orderly manner. The upsurge of network anti-corruption just reflects the poor normal reporting channels, and also exposes the ineffective work of relevant departments to a certain extent. Improper guidance will easily lead to people's distrust of the government and weaken people's enthusiasm for participating in anti-corruption work. To this end, we should actively build a smooth, efficient and powerful network anti-corruption channel. Some departments and localities have made useful attempts in this regard. The National Bureau of Corruption Prevention and Control, established in 2007, has set up a corruption reporting website. On May 14, 2008, Yang Ping, then member of the Standing Committee of Zhuzhou Municipal Committee and secretary of the Municipal Commission for Discipline Inspection, registered his real name on the website of Hunan Provincial Government, announced his position and anti-corruption purpose, and received a large number of online reports at one time, which aroused strong social concern. Since then, the Commission for Discipline Inspection of Zhuzhou City has promulgated the Interim Measures for Establishing a Network Anti-corruption Mechanism, established a "Network Anti-corruption Center" in the Zhuzhou Forum of Hunan Red Net, and carried out online petition acceptance, feedback notification of investigation results, environmental optimization and effectiveness complaint acceptance, and publicity and education on party style and clean government. These beneficial explorations have played a positive role in orderly guiding the network anti-corruption.
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