Study On Government Guidance And Control For Network Public Opinion Under The Background Of New Social Media

Since the 21 st century, under the overall change of the digital information technology, continuous innovation and Internet technology, the integration of mobile phone and network, let the exchange of information more convenient and faster, which marked the new era of social media has come. The arrival of the new social media has an impact on people’s consciousness and social life. The development of new social media, led the development of opinion leaders, but also to promote the development of network public opinion. Some opinion leaders influence and appeal even more than the government, the mainstream of traditional media and authority. And the government in the guidance of opinion leaders, the experience is relatively small, there are many problems. Only an accurate grasp of the good opinion leaders in social media in root growth and soil, give full play to the role of government capacity, correct guidance of opinion leaders of public opinion on the network issue setting function, in order to prevent the proliferation of network public opinion, network public opinion is energy security, promoting social harmony and stability and development. The review and Reflection on the problems existing in the guidance of the opinion leaders, puts forward the corresponding improvement strategies and suggestions, and has important significance and value to the development of the network public opinion.First of all, this article on the network public opinion, social new media, opinion leaders and other related concepts, characteristics were sorted out. Secondly, under the social background of new media, opinion leaders on the direction of public opinion of network were elaboration and the analysis, expounds the influence of opinion leaders of network public opinion dissemination process, points out the opinion leaders in the process of development of the network of public opinion and to opinion leaders in the process of network public opinion dissemination existing problem is proposed. Then, from the specific case, analyzes the government’s guiding status of opinion leaders, and points out the role of the guiding process, the existing problems and causes of the problem. Finally, suggestions and countermeasures are put forward to guide management.Research shows that the opinion leaders issue setting function, in the government should play a very important role in the management of network public opinion. Our government in the guidance of opinion leaders, although some achievements have been made, but there are still many deficiencies. In particular, the need to strengthen the guiding ability, optimize the guiding strategy. In this paper, the government at this stage to guide the work of opinion leaders, put forward a strong proposal for the strong, and better play the role of opinion leaders to promote the harmonious development of network public opinion.