Guidance Of Public Opinion In The Public Crisis Events In The New-media Age

The development and population of network technology has created a new media age. It is not only practicable but also realistically urgent to enhance and optimize public management and social governance through media's guidance of public opinion. Since there are many different spreading characters between new-medias and traditional medias, when the former crashes with emergencies and public crisis, it would spread faster and the development of public opinion would be more uncertain. At the same time, the influence of public opinion on the possible transformation from emergencies to public crisis events and the deepening of crisis becomes larger and larger. Traditional managements of the guidance of public opinion can no longer meet the demand of the new age. As the subject of management responsibility, the government and the related departments are also subjects of the guidance of public opinion. In public crisis events, they have to guide public opinion by a way which is in consistence with the communication rule of new-media and the new idea of society of administration.As long as goals, means and methods meet the requirement of being good, the guidance of public opinion can be legal. Therefore, in public crisis events, the guidance of public opinion should follow principles of transparency, prescription, the rule of law, equality and moderation. The public's right to know, to participate and to supervise should be fully respected and guaranteed. A unhindered access should be built between the government and the public, as well as the official medias and other network medias, to solve various social problems caused by public crisis while it is guaranteed that the method is legal and reasonable.In this process, the government and the related departments are supposed to help the public to set up the core values of socialism through active use of the interpretation of universal value. They are also supposed to rebuild the main-stream social values by advocate traditional cultures. The role and responsibility need to be relocated. Besides, the relationship between the government and medias need to be reoriented to play the full role of both traditional and new medias. The guidance of public opinion in crisis events should be more pointed and practical. In order to achieve this goal, the monitoring and analysis of public opinions should be enhanced; to guarantee that a news spokesman can play a positive role, his role positioning is ought to be relocated as the combination of regulations, groups and individuals. Furthermore, the news spokesman is supposed to be well selected, strictly trained, perfectly evaluated and fully stimulated;the truth should be published and the fact should be clarified on time; the illegal spreading of information should be punished by legal idea and method; the public's non-rational sentiment should be dissolved in a more sincere and humanized way; the public's rational discussions should be guided in a opener and more confident way. Guiding the public opinion by stories and images which are much more closer to normal people, it helps to realize a positive interaction between the government, the public and medias, and further, to promote sequential social transformation and harmonious development.