Strategy Research On The Government Response To The Netizen Appeals In The Micro-blog Environment

During the development of micro-blog in China, its social attributetends to be relatively weakened, while its media attribute tends to berelatively strengthened. Micro-blogs have become a major public opinionarea on the network because more and more Internet users are used toexpressing their views on certain social events and putting forward theirdemands through micro-blogs. So many opinions are spread throughmicro-blogs that a great social influence is made, such as poly opinionon hot public events, thus the government has to take some measures.The focus of this paper is the research on the micro-blog leadersand the foundation of this paper is the management andcommunication theory. In this paper, research methods such ascomparative study, hierarchical analysis, content analysis and otherresearch methods are used to discuss the transmission mechanism ofthe opinions produced by micro-blog leaders and to introduce somestrategies adopted by the government to respond to the micro-blogopinion leaders.Firstly, this paper analyzes the transmission patterns of thenetwork as well as micro-blog public opinions, and clarifies theimportant role of opinion leaders in the transmission of public opinions. Secondly, the identification system of those micro-blogopinion leaders is established through three aspects: the impact,interaction and active degree. The paper classifies the individualmoods of opinion leaders, based upon the analysis of the textcontents of the opinion leaders, through content analysis approach.The transmission mechanism of the individual moods of thosemicro-blog opinion leaders is discussed through Lasswell’s theory of“5W” in five aspects: the transmission subjects, the transmissioncontents, the transmission modes, the transmission audience as wellas the transmission effects. Finally, based upon the earlier researchfindings, the author proposes the coping strategies adopted by thegovernment: the cultivation of government-type opinion leaders aswell as the supervision and guidance of the folk opinion leaders. Somesuggestions on the cultivation of the government-type opinion leadersare proposed at last.The innovation of this paper is the analysis of word frequency andemotional inclination on certain micro-blog leader’s sample textsthrough the approach of content analysis. This paper classifies theopinion leaders into four categories based upon their individualmoods: objective type, suggestion-proposing type, joke-playing typeand fierce-criticism type. And the government-type opinion leaderscan be divided into four types: media-type opinion leaders,scholar-type opinion leaders, government-official-type opinionleaders and government-affair-type opinion leaders.