Research On The Difficulties And Solutions Of Public Opinion Management Of Emergencies In The New Media Age

With the popularity of the Internet,the continuous development of new technologies and applications,and the explosive growth of new media platforms,the new media age has come.As far as the new media is different from the traditional media in communication characteristics,the management of public opinion in emergencies in the new media age is also very different from the previous one,even "it is related to the future and destiny of the party and the country".Therefore,how to grasp the characteristics of public opinion in emergencies in the new media age and improve the management ability of public opinion in emergencies is an urgent and difficult problem that should be studied in depth.Firstly,the origin and connotation of the basic concepts such as "new media","emergencies" and "public opinion management" are deeply analyzed,and the different roles played by the government,media and the public in the traditional media and new media age are analyzed.Through the research and analysis of the relationship among the three,the model of interactive management mechanism of public opinion in the new media age is established.After that,the five basic characteristics of the new media age are analyzed and studied,that are fragmentation,interaction,immediateness,choice diversity and individualization,and the new changes of information dissemination in the new media age are summarized.Combined with the analysis of the four elements of emergency dissemination in the new media age-primitive events,communicators,media,and recipients,the dissemination characteristics of emergency and the trajectory of public opinion dissemination in the new media age are summarized.Then,on the basis of the foregoing,it puts forward four dilemmas of the management of public opinion,that are preventive and early warning dilemma,timely response dilemma,professional response dilemma and effective recovery dilemma,and it is concluded from the analysis that the reasons are lagging management perception,inappropriate response,incomplete system,weak status of mainstream media and lack of ethics,and accordingly gives six suggestions and solutions,such as changing the perception of management,perfecting the coping mechanism,strengthen the construction of talented personnel,strengthening the voice of the mainstream media,and promoting positive ethics and morality.Finally,this paper dialectically analyzes the management of public opinion in the new media era.From a positive point of view,it makes prospects of using the new media’s affinity to disseminate the correct values,combining the advantages of new media and traditional media to seize the "golden time" of public opinion management,and taking a the mass line well,establishing common understanding,building a community of shared future in cyberspace,as well as spreading Chinese voice to the world.