On The Mechanism Of Public Opinion Guiding In The Process Of Mass Disturbance

The experience of the world’s development shows that the key stage of acountry or an area speeding up to modernization is usually contemporary a periodthe industrial structure transforming rapidly, the interests structure changingdrastically and the political system accordingly responding to new challengesconstantly. China is presently right in the key stage. It means that the economicsystem reforms deeply, the social structure changes profound, the interests structureadjusts profound, people’s mentality alter profound, the interests conflicts and socialcontradictions are unceasingly highlighting. Mass disturbance is usually used as “theweapon of the weak” and as a strategic channel for interests’ declaration. MassDisturbance is a serious social incident which involves many people’s participationin the way’s of siege, meditation, parade and assembly etc., and it seriously destroyspublic property, endangers personal safety of cadres and masses, disturbs normalsocial orders, that must be taken timely measures to be disposed of.Guidance of public opinion means the measure of reflecting, guiding andinfluencing public opinion through a series of disseminating activities, to guidepeople understand the value of all kinds of public opinion, to attract them to thinkabout and to solve problems according to the direction of government’s opinion. Theguidance ability of public opinion embodies the CPC’s ruling ability. Guiding thepublic opinion in a mass disturbance is a test for the CPC’s and the government’sability of guiding the public opinion. Grasping the information’s dissemination lawof the mass disturbance, guiding the public opinion expertly, and constantlyimproving the authority, credibility and influence of the public opinion guidance, isimportant work to strengthen the function of social management and public service,important task to construct a harmonious society, and it is also the due political andsocial responsibilities for the CPC and the government.In this paper, the theory of public crisis management, basic theory of governmentcommunication, theory of crisis communication, theories of journalism,communication and network management are used. Comprehensively applying themethod of literature study and case analysis, this paper discusses the function ofpublic opinion guidance in mass disturbance. Combining with the typical massdisturbance happening in recent years and the government’s disposing practice, it analyses the successful experience, some major mistakes and the influential factorsof the current public opinion guidance in mass disturbance in our country, and thenproposes some suggestion about the mechanism construction of the public opinionguidance in mass disturbance. This paper argues that, the establishment and theperfection of a unified command, sensitive reaction, orderly coordination andefficiently operating mechanisms of public opinion guidance in mass disturbance,which means rapid reaction mechanism, media management mechanism in the sceneof incident, information release mechanism, network management mechanism,properly handling the negative publicity mechanism, and restoring the evaluationmechanism, is an important measure to efficiently help to successfully dispose massdisturbance and greatly reduce social price caused by mass disturbance. At the end,this paper puts forward implementing suggestions for the mechanism establishmentof public opinion guidance in mass disturbance.