Research On How To Cope With Public Opinion In The Micro Blog When Public Emergency Appears

Micro blog, or Weibo, has developed rapidly since it first appeared. In recent years, micro blog has overthrown traditional pattern of discourse, occupied the center of public opinion, and become the well-deserved king of internet applications. It has a far-reaching effect on the country’s politics, economics and culture. With a low threshold, fast delivering speed and other merits, its effect and function in public emergency are irreplaceable. Meanwhile, like a two-edge sword, on one side, micro blog delivers positive energy, monitors some departments and individuals and drives the solutions of some affairs; on the other hand, it spreads negative energy, magnifies rumors and false information, which invisibly increases the complexity of public emergency, having a bad influence on the solution of problems, therefore, it becomes a new test to the government when solving public emergencies. How to cope with the complex and changeable public opinion in the micro blog when public emergency appears? How to effectively resolve the negative energy from public opinion in the micro blog and correctly lead it to enlarge positive energy, and thus finally solve the problems? As to the government, these questions have become very significant. On August8this year, Public Opinion Monitoring Office of China Youth released its first "Monthly Public Opinion Index", in which the affair "urban management officials in Hunan Linwu killed the farmer who sold the fruits" has become the worst model of government’s response to public emergency. Combined with this affair, this article analyzes all sorts of performance of public opinion in the micro blog when public emergency appears. With the theory of mass communication, this article suggests some strategies and solutions for the government of how to cope with them.