Research On The Opinion Expression Of College Students On Sina Microblog From The Perspective Of Public Communication

With the support of new media technology,the role of the general public has changed from the original receiver of public information to the participants of public communication.The public communication that includes the public participation,can represent the public interest more,and its public attribute is also more prominent.However,most of the research on public communication in our country is theoretical analysis at present,and there is a lack of relevant practical research,especially on public participation.In addition,college students,as high-quality talents in China,have good knowledge reserve and communication ability,and they are potential army and reserve team of public communication in China.Therefore,from the perspective of public communication,we study the participation behavior of college students in public communication on microblog--expression of opinion,and probe into its influencing factors,so as to deepen the understanding of the theory and practice of public communication,and bridging the research gap in the practice of public communication in the context of social media.We mainly use the questionnaire survey method,and select the Sina microblog public event “Impostor goes to university” as an example.With the help of SPSS,a data analysis software,the collected questionnaires are sorted out comprehensively,and the original hypotheses are regressed according to the final results.At the same time,the research results are sorted out on the basis of these results,and it is concluded that the microblog public communication of university students is active and weak,and the participation degree of public communication is low,which leads to the participation dilemma.In addition,the risk of microblog expression,the defect of microblog,the efficacy of microblog,the willingness of self-censorship,the degree of topic understanding and the willingness of self-expression have different effects on the microblog opinion expression and silence behavior of college students.In the context of social media,the spiral of silence also adjusts its mechanism and path of action to influence the expression of college students’ opinions.According to above,we propose three ways to promote the enthusiasm of university students in public communication: to strengthen supervision and create a good public speech space,to strengthen the users’ sense of efficacy and public information system;to grasp the requirements of socialist core values to improve the media literacy of college students.Finally,from the perspective of improving the level and ability of social governance,although the participation of college students in public communication has its positive side to promote social development,there are also some irrational remarks and negative social impact.On the whole,the flaws do not outweigh the flaws.We should give enough patience and optimism to the public communication of college students,so that it will grow and develop in a better direction.Therefore,it will play a positive role in improving the level of social governance and building a well-ordered society.