Research On The Mechanism Of Guiding Network Public Opinion For Government

The internet has changed people’s way of production, way of thinking, way of lifeand the ways of communication. The internet public opinion promotes the change ofgovernment affairs mode; How to scientifically and rationally guides the internet publicopinion becomes the focus of the pursuit of good governance, also becomes a importanttopic of scholars.Formation and evolution of internet public opinion is the result of various variablesinfluences each other. This is a complex process. There is an "invisible hand(inherentlaw)" in governing the dynamic changes. The internet public opinion has three stages:the generation, the evolution and the demise. There is a demise state before theformation of the internet public opinion. The generation of the internet public opinion isa result of stimulus-response mechanism; The internet public opinion must beapproved by Internet population tended to all kinds of ideas, emotion, tendency,brewing fermented collision mechanism; Internet public opinion through internet mediaand traditional mass media, social organisms interact many times.Motivation-incentive mechanism of internet public opinion evolution refers topromote the evolution of the variables and rules in mutual-game. Internet public opinionalso has its own kinetic energy and potential energy, moving in the network "the publicopinion field" in its generation and evolution process of the accumulation of energy;network public opinion evolution speed increases its energy is larger (qualitativedescription, because has not been quantified). Network public opinion has fivethresholds, which is a key node of the network public opinion evolution, is also thegovernment focus, guidance of public opinion in network time.The butterfly effect warning us that in the guidance of public opinion in internetcannot be ignored small but important change in the internet public opinion evolution.The "spiral of silence" theory, to a certain extent, reveals the internet of public opinionformation, evolution mechanism; it also shows people although the internet publicopinion " advantage point of view, it is difficult to be changed ", but, if there aregatekeepers, opinion leaders or government intervention, the network public opinion would be reversed (the government network public opinion guidance opened a gap).The government to guide the internet public opinion is based on the rule and logicof the generation and evolution of internet public opinion. Internet public opinionguidance by the government in six aspects: government mechanism of internet publicopinion guidance by the government, government participation mechanism of internetpublic opinion guidance by the government, competition mechanism of internet publicopinion guidance by the government, communication and coordination mechanisms ofinternet public opinion guidance by the government, information sharing mechanism ofinternet public opinion guidance of government, internet public opinion guidance ofgovernment security mechanism.