| Micro-blog is an information sharing and spreading platform, which is based on users’ relationship. Users use 140 words to record and share their feelings instantly. The micro-blog meets the information acquisition diversity of the people. Interpersonal communication and many other new demands are also satisfied by the micro-blog. Using Micro-blog has become an important part of people’s daily lives. Nowadays, more complex pattern of interests has been reflected and information is interactive anywhere and anytime. Large-scale Internet users become the creation and dissemination of information. In this context, the micro-blog is quickly becoming the platform reflecting social conditions and public opinion.China is in a period of social transformation. Social conflicts and more complex pattern of interests will be presented complex uncontrollable state. The government has to make great efforts to enhance the ability in guidance of public opinions. However, rumors can be easily generated and result in adverse effects in the micro-blog, for the micro-blog owns its defect and micro-blog information dissemination is always out of order. The enhancement of public opinion guidance is very important to proper political direction, which is a prerequisite to the stability and harmony of our country. Therefore, the construction of a new framework of government’s public opinion leading has great value for the sustainable development of information society.Public opinion evolution based on micro-blog will face uncertain effect. The government guide will be full of uncertainties. The public opinion, in essence, cannot be controlled, but can be guided. Under the condition of the globalization being accelerated, a government must pay high attention to the trans-cultural dissemination, to race to control a commanding point, and this is an important component of the "soft strength" of a state.This paper analyzes experiences and lessons of public opinion guidance, and probes the challenges. Then gives some advice on how to rebuild and promote its mechanisms. This paper is divided into three parts:introduction, body and conclusion. The background to the study, research significance and research methods are presented in the introduction. The body part consists of three chapters:The first part of the body, we define the concept of public opinion, popular feelings, and public opinion guidance. This paper combs micro-blog at home and abroad, and analyzes the current situation of public opinion at home and abroad under the micro-blog platform.The second part of the body, we elaborate the micro-blog polymerization which is characterized by the spread of the form of micro-blog. We state positive influence and limitations of micro-blog, and analyze on the basis of the current main the micro-blog influence and micro-blog events. We hope to clear the main characteristics. The user owns the greater influence and the higher attention, the effect to the public opinion will be the greater.The body of the third part, we take the government micro-blog in Ya’an earthquake on April 20 as a case study, we analyze that our government guidance of public opinion faces changes opportunities and challenges under the micro-blog platform. And finally we try to suggest some countermeasures for government micro-blog public opinion guidance, we provides several means:enhance public opinion judgments capacity, establish micro-blog public opinion coping mechanisms; the administrative micro-blog strengthen government propaganda, and improve the credibility of the government; identify and train opinion leaders to enhance interaction with the public; strengthen the technical means to respond to the network rumors and false information; strengthen policy and regulations.The last part is the conclusion, we make a summary of the full text and we forecast micro-blog opinion will become more and more rational under the government’s active guidance. However, negative public opinion must rely on government to solve the real social contradictions. |
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