Research On Network Public Opinion Guidance In Universities Under The Background Of "We Media" Era

With the continuous upgrading of information technology,the application of the Internet has become more extensive.With the popularization of the mobile Internet in China,the media of "We Media" has been widely used,which makes the online public opinion more complicated.For college students,almost all of them have the ability to use the Internet skillfully and pay high attention to the Internet information.Today,with the highly developed "We Media",it has become the primary source of information for many college students.Therefore,"We Media" has also become the starting place of online public opinion in colleges and universities.And our country colleges and universities as the cradle of talent of country and society,young university has the great rejuvenation of the Chinese nation as the explorations of new times,lead and manage the university network public opinion for the development of today’s China is extremely important and far-reaching significance,it brought opportunities to both government and universities in,as well as challenges.Due to the faster transmission speed and wider coverage of network public opinion,how to effectively guide the network public opinion has become a major problem faced by universities and colleges in China.To attach importance to,fully understand and make full use of "We Media",and guide and manage online public opinions in a scientific way so as to make them develop in the right direction,these are also issues that must be considered by China’s colleges and universities at present.Based on the theory of ideological and political education,this paper draws on the theories and characteristics of communication and public crisis management,and on the basis of a comprehensive analysis of relevant research results at home and abroad,conducts an investigation and research on the current situation of the use of "We Media" by university students in China.As We Chat,weibo,micro video,client as the representative of the media,media is widely used,since the media for college students to spread the positive energy provides a convenient,but as a result of social experience is insufficient for college students to the network information identification ability is not strong,extremely easy to have a negative impact on it.The government’s lack of attention to the current guidance of online public opinion in colleges and universities in China,lack of supervision experience,the relevant regulations and mechanisms are not perfect,and colleges and universities do not have a sound guidance and management system of online public opinion and lack of sufficient experience in the guidance and management of online public opinion,resulting in severe challenges to the online public opinion in colleges and universities.The main reasons are as follows: by virtue of the advantages of discourse,the West constantly penetrates our country ideologically through the media and the network,and intends to erode our university students ideologically;The lack of effective restraint and supervision on the information of "We Media" by the competent government departments makes some "We Media" platforms and their practitioners ignore their social responsibilities in order to pursue economic benefits without being punished.The lack of influence of campus culture on students has deepened the difficulty for colleges and universities to correct their thoughts and behaviors affected by negative online public opinion information,and the uneven media literacy of college students themselves,resulting in the lack of subjective ability to distinguish between right and wrong on online public opinion information.On the basis of analyzing the problems and causes,this paper proposes that the government departments should strengthen the joint prevention and control,the government should strengthen the construction of network legal system,and colleges and universities should strengthen the network legal education to promote the guidance of network public opinion in colleges and universities.Strengthen the monitoring of network public opinion in colleges and universities,and take preventive measures in different stages of network public opinion in colleges and universities.Increase the positive energy propaganda,provide a positive network public opinion atmosphere for colleges and universities,through the practice of socialist core values and excellent traditional Chinese culture to negative cultural invasion and influence;Establish and improve the public opinion guidance platform,enrich and improve the network public opinion guidance mechanism through the construction of campus "We Media" and network moral fashion,promote the network moral and legal education in colleges and universities,and build a complete information supervision mechanism and feedback mechanism of "We Media".Strengthen the construction of network culture and morality,improve students’ accomplishment and ability to distinguish right from wrong.In this way,a multi-subject,three-dimensional and whole-process network public opinion guidance system of colleges and universities is constructed.