Study On Government Supervision And Guidance Of Public Opinion Based On Microblog

According to Annual report of development of new media in China(2012), China has the largest population of Microblog users in the world. Microblog has grown to the second headstream of public opinion, only falling behind news media. The report generalized more than1000popular issues on Internet in2011and analyzed the top80ones. In the80issues,15were released on Microblog initially, containing18.8%.Public opinion is our social skin. It perceives the change of social climate, adjusts its adaptation to the environment, and plays an important role in the maintenance of social harmony, to prevent the excessive splitting caused by the social crisis. With the development of Internet era coming to the depth, especially when Microblog has becoming the new channel of public expression, the pattern of public opinion has some new situation and new changes in China.In the era of Microblog, the mechanism of information production, broadcast and feedback is more and more various, and everyone owns a "microphone". When a social focus is popular on Microblog, if governments and the relatives are "blind" or "tongueless" as usual, or even adopt measures to cover it up, they would fall into passive situation, and miss the chance to guide the public opinion. For governments, if they could not adapt themselves to the new era of Microblog, their image would be damaged because of "out", and even more, they would lost their public credibility.We cannot deny that Microblog is easily available, which might cause some ciaos, such as massive rumor and passive mood. All of these are new difficulties for government officials. However, to be rational, it is impossible that there is only one kind of voice in the society. It is affirmative that people express their needs and ask for normal benefits through legitimate channel, and the public opinion on Microblog should not be suppressed. For the recent years, the focuses of public opinion on Microblog are increasing, millions-click ones are numerous. In terms of passive ones, if they were not being treated and settled well, the passive voice would mislead the public and damage the images of CCP and governments, or even incited the instable factors to mass disturbance from Internet to the realistic society. In this background, it is important for governments to response to the public-opinion issues on Microblog properly, and to fix the relevant emergencies up.Given this, this thesis starts from the concept and figure of Microblog and Internet broadcast, analyses the figure and routine of public opinion on Microblog through two typical example of public-opinion crisis from different eagle, dissects the existing problems of governments on the attitude, mechanism, channel, regulation of supervision and guidance of public opinion, and investigates on the method of supervision and guidance of public opinion by governments through3channels:the construction of regulation, mechanism and legislation, in order to offer comments for governments to solve this kind of problem and make policies.