Research On Public Opinion Characteristics And Public Opinion Guidance Strategies In The Field Of Health

As an important part of social public opinion,public opinion in the field of health reflects the people’s demands and vision for the national health cause and personal health level.How the government and relevant institutions respond to public opinion in the field of health and how to effectively carry out public opinion guidance is an important embodiment of the ruling concept and the level of social governance.According to the social situation and public opinion reflected by public opinion,it is of theoretical and practical significance to study its characteristics,laws and practical roots,analyze the public opinion guidance path and effect evaluation system,and put forward appropriate public opinion guidance strategy suggestions.Public opinion in the health field,as an important part of social opinion,reflects people’s demands and wishes for national health development and personal healthy level.It is valuable to analyse the characteristics of public opinion in the health field,the evaluation criteria for handling public opinion,the different combination approaches for public opinion guiding and the public sentiment behind public opinion,examine systems and mechanisms established by governments and relevant agencies after coupling various “streams”,then propose optimising and improving strategies for public opinion guiding.Based on combing existing literature,this study defines the concepts of health,public opinion and public opinion guiding,employing the Theory of Multiple Streams to investigate.Firstly,what are the current situation,characteristics,and the evaluation criteria for handling public opinion in China’s health field from the perspective of problem streams?For proposing public opinion guiding strategies serve as referring indicators.By searching relevant laws and regulations,policy documents and published literature at domestic and foreign levels,and integrating expert opinions,42 typical public opinion case reports were selected to construct the evaluation index system for handling public opinion.The index system consisted of five first-tier indicators,14 second-tier indicators and 35 third-tier indicators on government response,public participation,media orientation,external environment and internal characteristics of public opinion.Through establishing visual and easily observable indicators for evaluating public opinion and indicators for evaluating the effectiveness for handling public opinion,it is expected to grasp the characteristics of public opinion,explore response solutions and provide scientific evaluation dimensions for designing public opinion guiding strategies.Secondly,from the perspective of policy streams,what are the effective combination approaches for agenda setting and opinion guiding by the government that can form part of “policy soup” and strategic suggestions for public opinion guiding? QCA analysis is used to explore effective pathways for successful agenda setting.After selecting the variables of focal events,opinion leaders’ voices,public participation,media support,government response and policy adjustment in 21 public opinion cases,a combination of effective pathways of “focal events*media support*public participation*government response*policy adjustment” finally formed.Again,from the perspective of political streams,what is the basis of public opinion in the health field? Through large-scale survey,regression analyses were conducted on medical policy understanding,doctor-patient trust,medical service perception bias,media orientation and information access,and doctor-patient emotion management among doctors(3,243 samples)and general public(3,448samples)to find out the basis of public opinion in the health field and to provide specific targets for public opinion guiding strategies.Next,this study examines how the health administration and industrial organizations,as “policy entrepreneurs”,can make use of the“policy window” to promote public opinion guiding policies that solve practical problems when three streams,namely,problem,policy and political,are coupled.This section applies the Theory of Multiple Streams again from a micro perspective,taking government departments as the “political stream”,industrial organizations as the “policy stream”,and combining the “problem streams” in public opinion guiding to examine the existing guiding modes,identify their advantages and disadvantages,and set targets for proposing optimisation strategies.Finally,combining the criteria,conclusions and results of each stream of research,three strategies for optimizing public opinion guiding are proposeds in the health field,including establishing public opinion guiding system,innovating technical measures and carrying out long-term health propagation.Firstly,optimizing the public opinion guiding policies formed through the policy window by setting the public opinion guiding system into seven categories of institutions: public opinion collection,evaluation,and warning;comprehensive coordination and risk assessment of public opinion;news and information release;emergency response to public opinion;team building;and subsequent accountability.Secondly,two innovative ways according to the evaluation index of public opinion,the evaluation index of public opinion handling effectiveness and the investigation of effective combination approaches of public opinion guiding are proposed.These include utilizing big data technology tools to proactively analyze and predict public opinion trends and establishing a platform for retrospective comparison and analysis of public opinion to achieve a standardized public opinion guiding.Thirdly,this study proposes to explore and form more macro and profound strategies for public opinion guiding on the health field in seven dimensions: knowledge popularization,policy interpretation,event reporting,personality shaping,information navigation,cultural infiltration,and international propagation.These efforts aim to achieve positive and long-lasting public opinion guiding effects based on the analysis of public opinion and attitudes as well as the effective experience of public opinion guiding.