Analyze public opinion elements with appropriate cases.

At present, China is in the transition period of social development, and all kinds of natural and man-made disasters, social contradictions and social problems are concentrated. Many unexpected events and social phenomena make China netizens show strong social concern and frequently express their opinions on various social problems and phenomena. The convenience of network information dissemination makes it the main public opinion channel for all walks of life to express their interests, vent their feelings and collide with their thoughts. During this period, online public opinion also showed many new features. Understanding these new features will help us to do a good job in public opinion monitoring and improve our ability to cope with public opinion. The following are the five characteristics of the development of online public opinion summarized by Lesi public opinion monitoring Center:

First, the interaction between old and new media has been strengthened, and the trend of online public opinion is obvious.

In the early stage of the development of online public opinion, the main operation mode of various speech carriers on the Internet is to quote and reprint reports from traditional media such as newspapers and television, and make supplementary dissemination and discussion on them. However, with the increase in the number of online speech carriers and netizens in recent years, this pattern has already changed. Through in-depth interaction with traditional media, online public opinion has played an increasingly obvious role in promoting the development of events. In the development and evolution of most hot events, online public opinion has played a huge role, and the phenomenon of online public opinion "flowing backwards" into traditional media has gradually increased. The "breaking news" in online public opinion can often trigger a positive response from traditional media and trigger a wide range of public opinion discussions.

Second, the carrier of online public opinion is diversified, and the influence of social platforms is enhanced.

In the information society, public opinion is often dominated by the agenda setting of traditional news media. With the advent of the new media era, the interactive and anonymous characteristics of information spread on the Internet make major community forums, BBS and personal websites possible sources of public opinion. Weibo, on the other hand, has evaded the one-way communication mode of traditional news media, and is superior to other online media because of its more fragmented and convenient features, and has become a new position to guide public opinion.

Third, government officials appear on the Internet, and the influence of government affairs in Weibo is strengthened.

In the new media era, with the continuous innovation and development of online new media, new media plays an increasingly important role in the public opinion environment. Internet has become an important channel for officials and governments to expand their influence and enhance their image and reputation. The new media attracts many officials to participate in the network with its super interactivity and strong communication skills. At the same time, government affairs Weibo is playing an increasingly important role in public life. According to the report of government affairs Weibo in the third quarter of 20 12, by the end of September, 50,947 government affairs Weibo certified by Sina had entered the stage of steady development and mature application.

Fourth, online public opinion tends to "diffuse" into the real space.

In the new media era, it has become a common form for netizens to discuss a hot event online in various forms. However, judging from some cases in recent years, netizens are no longer satisfied with online discussions, but are keen to continue to pay attention to and promote the development of events offline. However, it is worth noting that this practice of moving from the network to the real space may have potential destructive power without effective and correct guidance.