Research On The Strategy For Network Public Opinion Guidance Of The University Against The Background Of "Post-truth"

The accelerated evolution of network technology and new media,the uncertainty of economic and social development and the rise of postmodernism and other western trends of thought have led to the arrival of the "post truth" era.Against the background of"post truth",various so-called "truths" are competitive,such as one-sided truth,subjective truth,artificial truth,and unknown truth,which compete and influence the audience’s attention.These so-called "truths" no longer display and emphasize comprehensive and objective facts,but instead seek to manipulate the audience’s moods,emotions,and behaviors.This has become the main trigger for the negative ecology of current online public opinion and an unstable factor that hinders the normal order of social life.It should be given priority attention in the guidance work of online public opinion.College students,as the main group in the online space,are in a critical period of forming worldviews,outlooks on life,and values.If online public opinion disregards facts to incite emotions and guide behavior,it will have a great impact on the formation and growth of young people’s correct values.Therefore,it should be highly valued by the propaganda and ideological workers of universities.In this paper,literature review,case analysis and other research methods are utilized to study the basic concept,types,and causes of "post truth".Based on this,it focuses on the impact of various "truth" struggles on the ideological and emotional well-being of college students against the background of "post truth",the difficulties and root causes of"post truth" in guiding public opinion of universities are comprehensively analyzed and explained,and countermeasures and suggestions for guiding online public opinion of universities are proposed.Firstly,a brief review of the development process of the term"post truth",including its social and ideological roots,conceptual definitions,and basic types,has been conducted to explore how it gradually extends from the political field to various other fields such as economic and social life,and further analyze how "post truth" intersects with online public opinion and becomes an undeniable force influencing public opinion in the current era of all media.The concept and necessity of guiding online public opinion have been emphasized especially of universities,and grasp the connotation,principles,characteristics,and significance of guiding online public opinion of universities.Then,the focus is on analyzing the negative effects of four types of truth on university online public opinion against the background of "post truth",including the frequent occurrence of one-sided truth and public opinion events reversal,the greater venting of subjective truth and emotions than rational exploration,the infiltration of artificial truth and Western erroneous ideological trends,and the entertainment of unknown truth and narrative expression.Furthermore,the four dilemmas of the guidance of online public opinion of universities against the background of "post truth" are dig deeply into the weakening of the authority of the main body of campus public opinion guidance,the difficulty of "reasoning" in the communication process,the lack of ability to identify and respond to erroneous trends,and the "de-sublimation" of the campus online public opinion ecology.Results are further analyzed that the root cause of the dilemmas lies in the insufficient understanding of the basic characteristics of online public opinion against the background of "post truth",and the objective form of public opinion development exceeds the conceptual and capacity reserves of propaganda and ideological workers.Finally,in response to the current problems,multiple strategies for guiding online public opinion of universities against the background of "post truth" are attempted to proposed.The guidance of online public opinion of universities can be strengthened by improving the ability to respond to and handle public opinion,enhancing the network media literacy of teachers and students,building a secure barrier on the ideological front,and improving the innovative campus system.A summary of the entire text has been provided in the conclusion.The risks and challenges that "post truth" brings to the governance of online public opinion of universities,and implement effective strategies and guidance should be attached great importance in order to promote the healthy growth of young college students.