Research On Network Public Opinion Governance From The Perspective Of Risk Society

Network society and risk society are both the constitutive existence of the present Chinese society. The network public opinion is the isomorphic product of network society and risk society and also the important associated piping between them. In essence, network society is risk society due to the fact that network public opinion impacts the society order, social mentality and even the social structure which changes the transfer, allocation and rendering logic of risk in risk society.Based on the classical theory of communication to observe the risk happening pattern of network public opinion theoretically, we can better understand the relationship between the network public opinion and society risk, strengthen the theoretical cognition that network public opinion is the significant variable of Chinese risk society and endow these classical theory with new meaning and value. The butterfly effect theory acts on the form of network public opinion directly and it is the trigger mechanism of the society risk. The spiral of silence theory exists in the spread of network public opinion all the time, coinciding with the propagation mechanism of society risk. The agenda setting theory can direct the guidance of network public opinion, achieving the media block of society risk. The public domain theory can help us better understand the ecology of network public opinion and grasp the happening pattern of network public. The group polarization theory reveals the catalysis of network public opinion in the group incidents, being the source of psychological power in society risk.Network society is a new social formation. The continuous changes in noumenon and isotopic carrier of network public opinion stipulate that it is a complicated, systematic and independent field domain. Observing the function or value of network public opinion, we can easily find out that it plays an important role in modern society as balance mechanism, early warning mechanism, negotiation mechanism and soothe mechanism. The network public opinion and society present and interweave in the same space-time. Assessing from the multi-aspects of the present Chinese network public opinion, we can find out that it is a double-edged sword which can increase risks becoming soft risk and decompose risks becoming soft power.The Chinese localization of network public opinion has two basic features. The first is that excess liquidity and the spread of network rumor cause the abnormal prosperity of network public opinion. The second is that the Chinese government's control on network public opinion has tradition and presents great power. The Chinese society is entering into high-risk society because of the sharp transformation of Chinese transition and it faces risks featured with diachronism, additivity and diversity. In addition, Chinese society presents whole anxiety state and the social credibility is decreasing continuously. These qualities show that network public opinion is the significant variable of Chinese risk society.Network hot issues are the linking point of network public opinion and society risk. Analyzing the relevant network public opinion data of the second quarter in 2013, we can grasp the network public opinion in risk society and the society risk in the back of network public opinion in a deeper and more vivid way.The author provides solution to China network public opinion governance from the perspective of risk society. In view of the deep changes of Chinese social interest pattern in transformation period and the general transition of complex external environment, we must abandon the traditional social management pattern of control type. With the purpose of decomposing the social risk, we should update the management model of public opinion governance and improve the ability and level of network public opinion governance. The biggest deficiency of the present Chinese network public opinion governance is the old and biased concepts. The route that starts from control to guidance, from online to offline, and the shift from power to rights are the key to realize network public opinion effective governance. Updating the subject of governance to realize the government's limited management, social self-management, combing the rigid governance of law with science and technology are the path choice of constructing advantages complement and the governance pattern of positive interaction.