Research On Local Government Guidance Of Public Opinion In The New Media Era

In recent years,with the advancement of science and technology and the rapid development of the Internet,new media has become increasingly mature.The way that the public obtains and publishes information through the new media platform has become concise,which undoubtedly facilitates communication between the public and the government.At the same time,the ability of local governments to guide public opinion is also undergoing unprecedented tests.A good public opinion environment can not only promote the rapid and efficient development of society,but also stabilize and consolidate the regime,while negative public opinion and negative voices may bring challenges to the government's management and even affect the credibility of the government.Therefore,effective public opinion guidance methods and standardized public opinion guidance methods and procedures are of great practical significance for the ultimate realization of the government's goal of improving public opinion guidance.In this paper,through literature research,case analysis,in-depth interviews and other research methods,first of all,the current academic and industry research on the new media and public opinion guidance mechanism is analyzed to find a breakthrough.Secondly,through the research and combing of relevant theoretical foundations,combined with the current development status of new media in the contemporary,establish a theoretical framework of the article.Finally,through the analysis of the case of Lianyungang Municipal Government's public opinion guidance,it summarizes the achievements and shortcomings of local governments in public opinion guidance,and proposes further optimization suggestions for public opinion guidance.At present,local governments have gradually attached importance to the guidance of public opinion and have initially established a guidance mechanism,such as a monitoring mechanism and a press release mechanism.However,there is still a lack of a comprehensive and effective comprehensive mechanism for the government's guidance of public opinion.There are still deficiencies in the measures of public opinion incidents.Therefore,the article first summarizes and analyzes the relevant theories that can be used for public opinion guidance,and then combines with the public opinion propagation process unique to public opinion in the new media era to formulate an overall public opinion guidance mechanism by different types of public opinion guidance.The study believes that local governments should put themselves in a leading position in the guidance of public opinion.In addition,they can work through monitoring mechanisms,early warning mechanisms,and response mechanisms.The government's normalized public opinion guidance can be gradually established through daily communication and maintenance with the public;and in the face of sudden public opinion,it can be responded to through monitoring mechanisms,early warning mechanisms,and response mechanisms.Then,through a specific case,the current situation of the public opinion guidance work of the Lianyungang municipal government is analyzed.At present,the public opinion guidance work in the Lianyungang area has achieved certain results.For example,the initial establishment of a public opinion monitoring mechanism,the emphasis on the construction of public opinion research and judgment mechanisms,and continuous improvement of local government The leading position in the guidance of public opinion,etc.,but there are still deficiencies in the guidance of public opinion,and there is room for improvement.Finally,starting from the current problems in local government's public opinion guidance,it is proposed to strengthen local government's public opinion guidance responsibility,strengthen the construction of public opinion guidance monitoring platform,improve public opinion guidance early warning mechanism,strengthen public opinion guidance talent training,improve public opinion guidance skills,improve relevant laws and regulations,Promoting public media literacy and other countermeasures,with a view to improving the various links in the construction of the public opinion guidance mechanism through new methods,and carefully analyzing the possibility of optimization.The article builds on the theoretical framework-case analysis-optimization strategy to comprehensively elaborate the optimization of local government's public opinion guidance work,with a view to enhancing the ability of public opinion guidance to ensure that local government's public opinion guidance is high-speed and efficient.