Research On Cooperative Governance Of Dalian's “Online To Offline” Network Public Opinion

With the popularity of the Internet, a new way of communication, which is represented by network social media, promotes the formation and rapid development of network public opinion. Network public opinion has a significant impact on all aspects of our society. In recent years, under the baptism of the wave of network public opinion, our government has established the related mechanism which is increasingly perfect, in the face of the crisis of public opinion. The crisis of network public opinion has been studied in a large number in academic circles. And the achievements are also used in practice, which are providing theoretical guidance for the governance of network public opinion crisis. However, there are fewer studies in the governance of non-crisis network opinion, which is paid little attention by the public, no matter in the practice of the government or academic research.Based on the data of network public opinion of Dalian in 2015, this paper analyzes the characteristics of the network public opinion in Dalian, and extract the concept of “online to offline” network public opinion. As a kind of low heat network public opinion, “online to offline” network public opinion occupies the main proportion in Dalian. So, it is valuable that we study in the governance of “online to offline” network public opinion. This paper analyzes the difficulties and causes of the “online to offline” network public opinion governance. By introducing the “Multiple Streams” model, this paper analyses the three Stream Elements in this kind of public opinion, and presents Dalian Internet Information Office should play a substantial role called “Policy Entrepreneur” in the model, and promotes the open of the “Policy Window”. Then, the program of cooperative governance of Dalian's “online to offline” network public opinion is designed. To support the implementation of this program, the security measures of cooperative governance are also studied in this paper, including government-oriented measures, information-communication measures, interactive measures and feedback-evaluation measures. From above all, the “online to offline” network public opinion will get effective governance.