1. Language mastery in college students' online public opinion guidance. Network language is different from real life language, and has its own unique set of language methods; The language styles that college students can accept also have their own characteristics. Therefore, when guiding college students' online public opinion, we should use a language that conforms to college students' acceptance habits and has the characteristics of online language. Network languages are often concise, intuitive and concrete, and complex meanings can be clearly expressed by simple symbol combinations. At the same time, the network language tends to give up the original meaning of words moderately and deviate from the traditional language as much as possible, which is very expressive. This feature is suitable for the majority of netizens who are 18 ~ 24 years old. In language acceptance habits, college students don't like didactic and indoctrination communication, and agree with the language model of equal communication with them. Therefore, in the guidance of online public opinion, the language used must first conform to the characteristics of online language, otherwise it will be incompatible with the words of ordinary netizens and will be disgusted by college students in form; Secondly, in the guidance of network public opinion, it is very taboo to instill and publicize this theory directly in the network. We should adjust the angle, as college students' netizens, and launch the subtle guidance of online public opinion in a friendly way. Sometimes equal and fierce arguments and sharp but reasonable satire will win everyone's favor, which is also the result of the popularization of humanistic spirit brought by network communication. Only a language model that conforms to the characteristics of the network and the acceptance habits of college students can be successful, which must be grasped well in the guidance of college students' online public opinion.
2. Grasp the psychological characteristics of college students' online public opinion. College students' online public opinion expression is the need of self-cognition and self-realization. They agree with and accept behaviors and opinions that respect college students' thoughts, feelings and attitudes. Grasping the psychological characteristics of college students' online public opinion behavior is very important for improving the pertinence and effectiveness of online public opinion guidance.
3. Grasp the comparison between online and offline behaviors of college students. The survey found that a certain proportion of college students' personality, behavior and ideological expression on the Internet often do not match their real life to a certain extent, showing a certain contrast. For example, college students who are usually shy and introverted may be frank and impulsive on the internet, and dare to think and speak; The thoughts and feelings expressed online may not be implemented in real life and practical actions, and so on. This contrast does bring some difficulties to improve the pertinence and effectiveness of online public opinion guidance, but it also shows that the emotional and ideological accommodation flexibility of college students' online public opinion is higher than that of real life, which provides some enlightenment for college students to grasp the timing and degree of online public opinion guidance.
The main ways to guide college students' online public opinion
Public opinion guidance needs to be aimed at different types of public opinion forms. The research shows that the forms of public opinion mainly include public opinion in the form of information, public opinion in the form of ideas, public opinion in the form of art and gossip as a distorted form of public opinion. The main types of online public opinion are basically not much different from those of traditional public opinion. Different types of public opinion have different guiding ways. The public's opinion on the form of information is relatively weak, and its development direction is not very clear. At this time, timely guidance is more effective. Ideological public opinion is different. If accepted, it may be further internalized into the deep structure of public opinion-belief; Providing the public with a frame of reference in line with general social norms in time, or changing the existing frame of reference of the public, is the main way for the media to influence ideological public opinion. Public opinion in art form is more emotional, and the expression of ideas is indirect. The threat that this form of public opinion may cause to society is "public opinion shock", that is, in a short period of time, a considerable number of people in society will focus on one or two works, only one almost consistent evaluation can be circulated, and it is difficult for different opinions to have a foothold. The main guiding mode of this form is the diversion of public opinion, which not only publishes popular evaluation opinions, but also intentionally publishes some other evaluation opinions, so that the over-concentrated public opinion is diverted, forming a normal natural state of uneven public opinion, and on this basis, the evaluation opinions of the main theme are gradually dominant. Gossip is the news circulating among the public with no exact source, mainly because the information supply can't meet the demand. If it is left unchecked, the consequences will be very serious. Satisfying the information demand in time and giving appropriate guidance can effectively eliminate rumors.
The guiding methods of college students' online public opinion mainly include persuasion and agenda setting, which is also based on the characteristics of college students' online public opinion and the general principles of public opinion guidance. Persuasion is to consciously influence the behavior of the receiver by transmitting audio-visual information, so that the object can actively change his attitude or behavior according to the requirements of the sender of the information. Persuasion is always based on the characteristics and needs of the object, with a strong color of rational speculation. College students' high cultural literacy and the overall rational behavior characteristics of online public opinion provide a good foundation for the effective development of persuasion methods.
Agenda setting is an important concept in media communication research. If media reports and other contents are generally regarded as a communication situation and atmosphere, they will bring some ideas or new topics to the public agenda for a long time, and their influence is subtle and powerful. The main purpose of setting the agenda in the guidance of college students' online public opinion is to form some exciting points of online public opinion, and gradually guide online public opinion to change its original state and develop in the expected direction during the setting process. Due to the strong participation and interaction of online public opinion, the agenda setting has greater freedom and possibility, but at the same time, due to the greater freedom of online public opinion, if the agenda is set improperly, the agenda setting in a certain cyberspace will cause resentment, and network users will transfer space to conduct online public opinion behavior, which makes the effect of agenda setting counterproductive. Therefore, in view of the guidance of college students' online public opinion, we must accurately grasp the opportunity and degree when applying the agenda-setting method, and expand it in an appropriate way in order to receive the expected results.
In addition, through the guidance inside and outside the network, efforts are made to promote the unity of college students' network virtuality and real life authenticity, and help them participate in online public opinion in a responsible manner.
In order to guide college students' online public opinion, apart from conducting targeted guidance on the Internet, standardizing the online mode and improving the network management system are also important measures to guide the healthy and benign development of online public opinion. In addition to moral constraints, it is an effective constraint system to formulate a perfect website management system for the management, norms and constraints of college students' online world. The perfection of these systems can, to a certain extent, ensure the unity of college students' online virtual existence and the authenticity of real life, and urge them to be responsible for their online public opinion behavior and take seriously the online world that has actually become a part of real life.
In order to promote the unity of college students' network virtuality and real life authenticity, we should also properly guide the behavior contrast of college students online and offline. Maintaining the unity of network virtuality and real life authenticity is the need of shaping healthy personality and being responsible for society.
Network public opinion guidance is a brand-new topic. Contemporary college students living under the influence of network environment have more resources and information choice space than their predecessors, but they also face a more complicated growth environment. Facing the continuous prosperity of college students' online public opinion, we should fully understand the favorable influence of online public opinion environment on the growth of college students while seeing various problems. Only in this way can we conform to the development trend, treat college students' online public opinion behavior with a correct attitude, and conduct effective online public opinion guidance in a way acceptable to college students.
Reference: public opinion monitoring's public opinion guidance of Lesi Network.