Research On The Guidance Of Online Public Opinion On College Emergencies From The Perspective Of Emotion

University network public opinion is an important part of network public opinion research.In recent years,public opinion on unexpected events in universities has been frequent,which has a serious impact on the image of universities themselves as well as the society.In the face of unexpected events in universities,Internet users will generate many negative emotions,which are mainly reflected in social platforms,and if universities cannot channel them correctly and timely,they may lead public opinion to deviate from the rational track.The network public opinion triggered by negative emotions brings many challenges to the university network public opinion guidance and puts forward new requirements for the university network public opinion guidance.Therefore,the research on the guidance of online public opinion on university emergencies from the perspective of emotion will help universities correctly understand the misunderstanding of online public opinion guidance,and correctly guide online public opinion and resolve public opinion crisis when online public opinion on university emergencies breaks out,so as to maintain the good image of universities.This dissertation takes 64 university emergencies that triggered negative online public opinion from 2020 to 2021 as the research objects,establishes a case base of university emergencies,draws on situational crisis communication theory(SCCT)and emotion cognitive evaluation theory,and mainly adopts the case study method and textual analysis method to conduct the research.The first chapter clarifies the concepts of university emergencies,online public opinion in university emergencies and emotion,and provides an overview of situational crisis communication theory(SCCT)and emotion cognitive evaluation theory.Chapter 2 analyzes public emotions in university emergencies.Public emotions are mainly expressed as anger,disgust,dissatisfaction,sadness,fear and hope,and are dominated by disgust and anger,the first three are emotions related to attribution and the last three are emotions not related to attribution,and the generation of these emotions is related to social and cultural factors on macro level,as well as the nature of emergencies and the way universities handle them on micro level,after which I make specific analysis on the main inciting points of the online public opinion on university emergencies and the reasons for their touching public emotions respectively.Chapter 3 makes a specific analysis of the problems of public opinion guidance in sudden events in universities from the perspective of emotion,and finds that there are mainly three problems: firstly,insufficient research and judgment of online public opinion,ignoring the psychological demands behind public emotions such as anger,disgust,hope and sadness;secondly,wrong matching of public opinion guidance strategies,misusing denial and dilution strategies and mixing multiple strategies at the same time,intensifying the negative emotions of netizens;thirdly,rigid methods of public opinion guidance and lack of emotional communication dialogue,including passive response,insufficient timeliness,lack of dynamic response,single response channel and lack of two-way communication.Chapter 4 proposes measures and suggestions for the guidance of public opinion on emergencies in universities from three aspects of public opinion research and judgment,public opinion guidance strategies and public opinion guidance methods,taking into account the current deficiencies in public opinion guidance and public sentiment.According to the research,universities should firstly strengthen the monitoring of emotions and make timely and accurate public opinion research and judgment,including the establishment of microblog public opinion monitoring and research and judgment mechanism,smooth internal feedback and communication channels and construction of university network spokesman team;secondly,adopt appropriate public opinion guidance strategies,timely dispel rumors,actively assume corresponding responsibilities and correct mistakes and remedy,reasonably punish students or teachers involved and other relevant responsible persons.At the same time,it should pay attention to the position of the university and provide compensation to the victims of the incident,so as to pacify the intense emotions of netizens and establish the positive image of the university;finally,it should change the method of public opinion guidance,pay attention to the guidance and communication of public emotions,including stabilizing public emotions at the first time,understanding public psychological demands and widening the channels of public opinion guidance,so as to better grasp the initiative of public opinion guidance and key emotional points and let the public has a reasonable channel to vent their emotions.