Design Of Public Opinion Monitoring Indicator System And Mechanism On Government Websites

With the rapid development of the Internet, network media has become a new battlefield of public opinion communication. As the concentrated reflection of public opinion, the huge influence of Internet public opinion has been increasingly penetrated into politics. Internet public opinion has gradually become an important channel for the government to learn and to understand the will of people. With the demands from State Council for informatization and glasnost of government information, politics by internet is getting flourishing. For the government, the forum of web portal can reflect the public opinion directly. Monitoring on it can help government timely grasp the public opinion, promptly resolve social conflicts, and improve the efficiency of its work. Therefore, government websites need a public opinion monitoring system and working mechanism in line with its own characteristics.The design is based on the survey of "Nanjing China" BBS (www.njbbs.gov.cn), the requirements of government departments, as well as the existing research results of monitoring index system. The design proposes an index system of public opinion monitoring on government web portals, consisting of aggregate indicator, ranking indicator, tendency indicator and interaction indicator. Aggregate indicator reflects the popularity, attention, engagement, enrollment and hot topics. Ranking indicator reflects the replies rank, clicks rank, active users rank and nonresponse rank. Tendency indicator reflects the types of topics, attitude inclination and concentration degree. Interaction indicator reflects the engagement, responsiveness and validity of Internet spokesman. All the indexes are ranked by municipal propaganda department according to the importance. In addition, the design proposes a mechanism, including the principle, personnel placement, assessment, working process and job duties.The design has two sides of significance:For one thing, it provides an effective mode for government websites on public opinion monitoring, and can help government to grasp the public opinion accurately, which can improve the monitoring ability. For another, the indicator system can be applied to other districts government websites, as well as other types of websites, to achieve single network monitoring.