Research On The Public Opinion Guidance Of Individually Social Resenting Events In New Mediaage

The current social structure is experiencing a “shuffling” transformation and remodeling,each and every field also is undergoing subversive changes.The unstable and uncertain factors that affecting social development is increasing.Since the reform and opening up,there have been occasional incidents of individuals venting sentiments and retaliating society through extreme violence,which have brought serious negative impacts on the development of the country,social stability,people's livelihood and safety of life.The article calls the cases of individuals venting sentiments and retaliating society through extreme violence as “individually social resenting events”.In the new media age represented by the Internet,each individually social resenting event can attract public's attention,and cause intense attention or discussion.Through analyzing its definition,characteristics and overview,then exploring from the perspectives of political,social and media.This article finds,that institutional inertia,confrontational discourse,public emotional contagion,network group awareness,new media advantages and event news values be the causes for generation and diffusion of public opinion on individually social resenting events.By means of literature research method and case study method,this study makes a statistical analysis of the public opinion information of in China in the past decade(2010-2019).And find that the main changes of public opinion are in the following aspects: the participant,the communication platform,the focus topic,the form of expression and the evolution period.Based on this,this article divides the publicopinion of individually social resenting events into four stages.In the first stage,the number of public opinions is growing exponentially,just like explosive growth.In the second stage,the focus of public opinion occurs a shift and mutation.In the third stage,the public opinion suffered a passive awakened.In the fourth stage,the public opinion is fading away gradually.The guidance of public opinion is important and crucial to the individually social resenting events.Based on the main role of public opinion guidance,this article analyzes the effective experience and existing problems of public opinion guidance in government departments,news media and opinion leaders.The effective experience are as follows: the awareness and methods of public opinion guidance of government have been improved,the public opinion guidance skills of news media have become more practiced,and opinion leaders have utilized the influence to conduct public opinion guidance.The deficiencies are as follows,weakness of government's opinion guidance,credibility crisis of news media,decentralization of opinion leaders.After a comprehensive analysis,this article tries to put forward suggestions on how to conduct public opinion guidance on individually social resenting events.Government should strengthen the construction of public opinion guidance,and actively repair the government image.The media should strengthen the factual reporting and agenda settings,so that the media can improve the effectiveness of public opinion guidance.Opinion leaders should utilize their influence,and strengthen the cultivation and management of government and folk opinion leaders.At last,we should give full play to the coordinating and supplementary functions.Above-mentioned suggestions should be integrated,to promote the effectiveness of public opinion guidance.