Case Analysis Of Government Online Public Opinion Guidance-Based On The Case Of 'Panjin Tofu'

Under the background of rapid development of the mobile Internet,smart phone,and the self –social media,there are many new situations and new problems,and proposed many new challenges of public opinion guidance which also great test force to the government,media and relevant functional departments.Especially,some localities and departments will faced serious damage to government credibility and the stability of social development because of the failure of guiding the public opinion online.This paper analyzes the improvement of the ability of guiding online public opinion of the government under the new environment and the background when dealing with the emergent public events.First,the paper introduces the event of "Panjin tofu",and analysis the object,content and influence of online public opinion about the event and also the guide behavior of relevant departments of this event.Then points out problems in guiding online public opinion such as that the government department did not take response to the online public opinion or slowly,poor coordination ability and poor guidance means in face of the public opinion online.This paper also argues that the main reason for the failure lies in insufficient consciousness of the government departments,lack of corresponding interdepartmental coordination and collaboration with social media,and the lack of a reasonable organization mechanism.In order to improve the guiding ability of government departments for online public opinions,this paper argues that the local government should strengthen the consciousness of guiding online public opinion and cultivate government leaders as opinion leader;should explore new network public opinion management system and perfect the organizational structure based on the current organizational functions and appropriate extension organization structure.Finally shall establish online public opinion monitoring system,online public opinion hierarchical classification standards and the corresponding working mechanism as well as outsourcing online public opinion monitoring,warning and guidance to the professional team.