Study On Network Public Opinion Guidance Strategy Of Public Health Mergencies

In the year of 2020,COVID-19 swept the world.China’s institutional advantages and great power attitude in the epidemic prevention and control campaign have shown to the world China’s ability and determination in responding to and dealing with such a major public health emergency.The spread of the epidemic has also caused the breeding and outbreak of online public opinion.Multi-effective public opinion,complex public psychology,information asymmetry,rampant rumors and other factors have formed a complex situation in the public opinion field,which poses a challenge to the government’s public opinion guidance work and social stability.If the improper response,it will induce social hidden dangers.This article through to the People’s Daily,xinhua net,sina weibo and other network media hot search list with more audience,lists the important events and information related to the outbreak,and using the Internet information acquisition and intelligent retrieval,text mining technology,on December 1,2019-March 31,2020 Internet information during the data analysis,according to the data to the trend,The public opinion transmission cycle of COVID-19 was divided into incubation period,outbreak period,fluctuation period and dissipation period,and the characteristics and causes of public opinion in each period were analyzed in detail.At the same time,based on literature review,information sorting and case examples,the topic categories and participants of public opinion guidance were deduced.At the same time,the characteristics of public opinion guidance in the COVID-19 epidemic were summarized,such as online public opinion mainly participated in new media,involving a wide range of fields,high chain effect online and offline,and frequent occurrence of rumors.Based on the above research and analysis results,a questionnaire was designed and issued.Through data analysis of the group characteristics of the respondents,the response speed and satisfaction of the government’s public opinion guidance work before and after the outbreak of the epidemic,as well as the personal response to rumors,the causes were deduced and the existing problems in public opinion guidance were pointed out.Therefore,it is suggested that the government should pay attention to guiding strategies when dealing with public opinion of public health emergencies.Finally,based on the above research and survey,based on such a major public health emergencies,public opinion from the network life cycle perspective,put forward four measures: public opinion guide in the life cycle of the incubation period to start the emergency response mechanism,authenticity and traceability should pay attention to the investigation,to strengthen the internal communication,timely release information;In the outbreak period of public opinion,collaborative governance mechanism should be established,guidance should take the initiative,pay attention to actual results,and give play to the advantages of authority guidance to boost the confidence of netizens.Meanwhile,attention should be paid to the governance of rumors,and give play to the matrix effect of all media communication to scientifically block them.In the period of public opinion fluctuation,we should innovate the mode of agenda setting,guide to pay attention to the comprehensive release of information,smooth channels while encouraging public participation,and strictly prevent repeated public opinion;Effective feedback system should be formed in the dissipation period of public opinion,and dialectics of time,degree and effect should be used to guide the use of agenda setting to strictly prevent the reversal of public opinion.At the same time,in terms of public opinion guidance strategies,this study proposes to strengthen the self-construction of online public opinion subjects,build a linkage mechanism for multiple subjects to jointly participate in public opinion guidance,and improve the monitoring,warning and analysis mechanism of online public opinion.