The Route Optimization Of Public-opinion Guidance During Public Event In The Context Of New Media

At present, China has entered the era featured by the endless emergence of public crisis. The high incidence of public event has caused immeasurable spiritual and economic loss to the Chinese people and country. During the course of handling the public event,especially the public emergency, the guidance of public opinion has played a critical role and even can resolve the emergency effectively. However, if the public opinion is misguided, the public crisis will further deteriorate. Hence, it has become an urgent issue for the Chinese government to guide the public opinion properly when the public event occurs. With the fast development of internet technologies, the new media based on digital technology has also experienced rapid growth. The guidance of public opinion is faced a new environment radically different from what it was before. A variety of factors, such as the awakening of public awareness, the social unrest during transformation and the more diversified channel for spreading public opinion, have made different demands on the guidance of public opinion when the public event occurs. Meanwhile, the different demands have also added to the difficulty of guiding public opinion accordingly. In addition, the new phenomena, including the easier entry into new media, the massive content to be spread as well as humanized interaction, have provided feasible measures to optimize the guidance of public opinion.As of the present, the Chinese government should still improve its ability to handle public event, especially the public crisis, in the context of new media. The guidance of public opinion still leaves something to be desired. The author believes that the government is faced with some problems, such as the lack of new-media awareness, the weak system of releasing the information as well as the low quality of new media. Hence,there has arisen an urgent issue as to how to further improve the guidance of public opinion,strengthen the role played by the government as well as better resolve the public event in the form of new media.By researching the guidance of public opinion toward public event in the context of new media, this paper has analyzed the current situation and feature of the guidance ofpublic opinion accordingly. Based on those problems above, this paper has also provided some improvement measures. After summarizing the flaws in the guidance of public opinion, this paper has proposed the measures and principles to be adhered to during the course of guiding the public opinion. It can provide realistic support and theoretical basis for improving the ability to guide public opinion in the context of new media.