Research On Public Opinion Guidance Of Network Mass Events Under The Background Of New Media

With the continuous optimization and upgrading of China's Internet infrastructure construction,various Internet platforms have gone far beyond the scope of media communication,from transportation,environmental protection,medical care,finance,home appliances,tourism and other industries to the lives,work and communication of netizens,and play an increasingly important role.The new media bred under the network environment has changed the elite mode guided by traditional media public opinion,handed over the right to disseminate and express the rights to the majority of netizens.China is in the stage of social transformation.With the continuous deepening of reform and opening up,various social contradictions have become prominent.Relying on the strong advantages of new media,these rational or irrational appeals are gradually concentrated on the mainstream online media platform.After the process of description,forwarding,commenting,the events are continuously fermented.Finally,it is easy to form a network group with a certain tendency of opinion event.Based on this,the paper takes the network mass incident as the research object.Based on domestic and foreign crisis management theory,government public opinion source formation mechanism model,scenario crisis communication theory(SCCT)and network public opinion field and other previous research results.It is clear that the main guiding subjects of current network group events can be divided into government,news media,and parties and clarified the characteristics and functions of the main bodies in the process of public opinion guidance analysis of the recent related case “Yueqing Shunfeng Event”.According to the selection of indicators of Analytic Hierarchy Process(AHP),based on literature analysis,content analysis and expert interviews.The main body and related factors of network mass event paradox are established,and a relatively complete index evaluation model is constructed and calculated by yaahp.The weights of the indicators,the five main subjects are ranked in order of government,the parties,the news media,opinion leaders and stakeholders.Then the fuzzy comprehensive evaluation method is used to score the model,and the overall evaluation score of the model is excellent.Based on the results of the two evaluation methods,the paper puts forward more practical and concrete suggestions for the five major actors and the public opinion guidance of network mass incidents in order to reduce the negative impact of network mass incidents on all parties and create harmony and healthy Network environment.