A Study On The Public Opinion Guidance Of The Government 's Response To The Negative Influence Of Network Group Events

With the rapid development of Internet technology, the number of internet users has been increasing sharply every year. Internet has been an important channel for people to express their rights and participate in public community management as citizens of a society. In this transitional period, channels for expressing public interests are often choked. The traditional way of expression is inefficient. And the structure of social interests is seriously imbalanced. More and more are dissatisfied with the government, while the information issued by the government is blurring. The mass media tend to soften their function of overseeing the unfair things happening in the society. The social monitoring mechanism is not healthy enough, which is liable for the abuse of public power. The ugly part of these is revealed through the Internet leading to mass disturbance in the virtual community. These events, concerning virtually all aspects of social life, bring enormous pressure to the government in its public management. On one hand, mass disturbance in the virtual community probably evolves into "crisis of public opinion", severely damaging the image of the government and increasing difficulties in public management by the government. On the other hand, it indirectly promotes social and democratic progress. Therefore the government at all levels is supposed to continuously improve its capabilities to cope with mass disturbance in the virtual community and actively guide these events evolving into a positive consequence.Based on the analysis of some representative mass disturbance events in the virtual community occurring in recent years, the paper studies the function of public opinion guidance in coping with these events, using Public Crisis Management Theory, Crisis Communication Theory, etc. Employing literature reviews, system analysis and case study method, the paper analyses the impact factors of public opinion guidance on mass disturbance in the virtual community. Based on summarising the experiences of the government at all levels in implementing public opinion guidance in mass disturbance in the virtual community, the paper proposes strategies and measures for a bettter guidace in these events, which can be referred to by the government so as to lead the public opinion rationally, enhance the capabilities of the government dealing with these events, and degrade their negative impact on the society, thus reducing the cost of these events and maintaining the social harmony and stability.