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Since the 18th National Congress of the Communist Party of China，The Party Central Committee with Comrade Xi Jinping as the core attaches great importance to the work of the party's news and public opinion，Research on related issues and make important deployment。At the network security and information work symposium held on April 19, 2016，General Secretary Xi Jinping pointed out: "Netizens come from the people，The common people have been on the Internet，Public opinion will also be on the Internet。Where is the masses，Where do our leading cadres go。Party and government agencies and leading cadres at all levels must learn to take the mass line through the Internet，Frequent online see，Understand what the people think of。"This requires，Party and government agencies and leading cadres at all levels in the new period must actively understand the network and use the network，Make the new media understand public opinion、Effective platform for communication ideas and solving problems。

　　Accurate understanding and grasping the new periodFeatures formed by public opinion

With the change of new technology and its convenient information sharing experience，The mobile Internet has quickly popularized and forms an increasingly larger user group，The audience is no longer a passive information receiver who has been "set" and arranged，and more about the active search of information、Processing、Production and Sharer。Under this background，All kinds of new media and information on social network platforms form a hyperlink network structure，It can quickly reach a consensus between individuals based on different trust foundations，Form different public opinion based on this。

One is "point" and "point" series，"Formation" opinion。Hot events on the new media platform and the bet365 best casino games formation of public opinion influence，First of all, multiple "points" that can be connected to the event，and often released from different users，Candidate，Stitching becomes a complete event，Finally formed public opinion。

The second is to push hands to help，"Manufacturing" public opinion。Use different new media platforms，Pushing hands can instantly push the edited information to multiple users without the power to blow ash，Ts.，Help the formation of "public opinion"，And this kind of "public opinion" often is not controlled，Even relevant government agencies and media are also involved in it.。But pay attention to，Sometimes，The group does not represent the superposition and stitching of "all wisdom"，Instead, it may be the superposition and diffusion of certain error messages or judgments。At the same time，The group will quickly reach an agreement on some representative opinions and take generally consistent action。

Three is the cooperation of the public，Push to orgasm。On the one hand，When the events that are hyped by various social network platforms or websites are fired and hot，Form public opinion，Cause a certain degree of attention，Volkswagen often "fills the blank" and "puzzle" by the information that it is considered "mastered" or the situation，I think that the truth of the incident is considered。Once people believe in a certain information，It is difficult to change the view that you have determined。On the other hand，New Media Network will push news events or information released by individuals to the public's vision，and gradually form some representative opinions。Personal (especially those who are vulnerable to the opinions of others) to contact the network for the network，With the development of various smart terminals and sharing platforms, it greatly improves，And they have greatly increased the chances of listening or contacting others on information Bet365 lotto review or news events，This makes individuals hiding their true judgments and ideas，Instead of accepting the opinion of the leaders。

　　With the help of media innovation and public opinion guidance

New Media Times，With the continuous and deepening of the public's involvement in social affairs and political decisions，More rational thinking and literacy becomes more and more important。This not only needs to cultivate the public's rational thinking and media literacy，It also needs to improve the media literacy of party and government agencies and leading cadres at all levels as public opinion guiders。

One，Improve media literacy，Strengthen the ability to respond and use the media。General Secretary Xi Jinping clearly request，"Those criticisms on the Internet for goodwill，Supervision of the Internet，Regardless of the work of the party and the government or the personal mention of the leading cadres，Whether it is with drizzle or loyalty to the ears，We must not only welcome，And to study and absorb "。Regardless of whether the opinions and opinions made by the public are reasonable，The doubts contained in it are actually a dialogue，The willingness to dialogue and communication with the government。Party and government agencies and leading cadres at all levels must attach importance to online public opinion，It is necessary to collect and deal with the issues involved in time，Especially for negative information, it must be processed as soon as possible。Leading cadres of party and government agencies at all levels should enhance their media literacy，To improve the ability to respond and use the media，Especially understanding the characteristics and laws of new media。

Its two，Use new methods such as webcast，Attraction and influence young users。Attraction and influence young users in the new period should pay attention to adopting a new method，For example，launched news theory in the form of network live broadcast，Precise locked crowd，Especially for important nodes in emergencies and major Bet365 app download events，This uninterrupted live broadcast will affect the attitude and point of view of young users。Use a new way to attract and affect young users，Also pay attention to the following five aspects: First，The words and symbols of communication should be new，The language used should be new，To use more keep up with the times、The language that is more likely to accept young audiences; second，The way to communicate should be new，Use multimedia、Multi -angle，Tell the same story in different words，Use different angles to stimulate the emotion of the audience，Use different ways to attract the attention of the audience; third，New time，Seeing the opportunity，To ensure that the content of the people receive is new; fourth，The medium used、Platform、New channels need to be new，The source of the user in the new media era is diversified，The platform for receiving information should also be diversified; fifth，New way of interactive method，Use the new media platform，Use a new way of interactive ways to instant fast and fast feedback。

　　Category cope to improve information service quality

Specifically，Public opinion guidance in the new period needs to take targeted measures to achieve classification guidance and response treatment。

First, the response to major events must be disclosed，Answer questions in time。To establish and improve government affairs public opinion collection、Research judgment、disposal and response mechanism，Information disclosure，Answer questions in time，Improve the ability of government departments to respond to major events。Special attention to，Answing to question is not enough to achieve timely，Also answers questions with certainty information。Because if the question is not thorough or there is a loophole，Especially for events that people have paid attention to and hotly debate，Extremely easy to cause new rumors or strengthen the old rumor。

The second is the response bet365 Play online games to sensitive issues to achieve the goal，Effective communication。For some sensitive incidents or problems involving the interests of the people，To respond in time，and try to solve it as quickly as possible，satisfy the public。To explore the root source，Pay attention to the demands of the people，Timely respond to the public's question，Quickly solve the problems raised by the public。At the same time, pay attention to，Only information transparency is not enough，It also needs to pay attention to the communication method，spread transparent information，Guarantee information arrival rate。

Third, the response of rumors must be realized、No rumors、Disposable rumors。Once the rumor information that is filled with uncertainty appears，What Volkswagen is most willing to see is the certainty information to confirm or prove that pseudo rumors。In front of rumors，Human Hearts，Volkswagen's demand for confirmation information is even more urgent。Clarifying the rumor information can eliminate the doubts of the people，can also enhance the government's credibility。But many times，Due to rumors，Simple and fake in the case of not fully clarifying the facts，but lack of evidence，Then the rumor is confirmed。This situation will achieve a counterproductive effect，Not only can I not increase my credibility，It has reduced credibility。

Rumor is an important aspect of public opinion。When the rumor appears，Government departments shall get traditional media and new media director，"Grasp the timing" to rumors in time。"Information Puzzle"，"Grasp the timing" emphasized，Effective guidance should be carried out when negative or false information has not occupied the dominant position，Make the front or real information occupy the dominant position。This，The information that comes up with these leading positions as the core may be positive or real。The rumor information bet365 best casino games posted by the government department on traditional media should be accurate、Comprehensive、Deep，Can't just respond to fragmented information on the Internet; when publishing rumor information on the new media platform，It is necessary to verify information from the huge professionals and information systems of the media institutions as soon as possible，Find the source of the rumor to restore the truth，To the most authoritative、Real、Timely information to guide the public，Effective rumors。

To sum up，Party and government agencies and leading cadres at all levels in the new period should pay attention to the public opinion guidance work. Pay attention to the following points。First，To use and understand various new media mobile terminal information communication platforms，Master the laws of the formation and diffusion of public opinion in the new period。At the same time，Big data from media agencies and public opinion monitoring agencies、Artificial Intelligence、Public opinion monitoring and prediction tools，Do a good job of mastering and detecting public opinion。Next，In real work，While accepting supervision with an open mind，Use the problems reflected by the public and the focus of attention，Actively exert the role of the bridge that uploaded and uploaded。Including understanding the government's policy from the perspective of ordinary people，At the same time, provide the problem of ordinary people to the government functional department，Mentor of the mainstream thought、Followers of social issues、Discovers of Volkswagen Public Opinions，Guide to social philosophy。again，It is necessary to set the agenda settings by various traditional media and new media，Effectively guide the public's attention and hotly discussion social problems，Baggle widely，Grasp the main theme of the era in the information age，Standing from a higher perspective to guide the public to be more profound、Bet365 lotto review Calm、Reason and comprehensively understand and think about the problem of social focus。

(Author Unit: Institute of Journalism and Communication of the Chinese Academy of Social Sciences)