How to use the "explosion effect" of network topic (II.)

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Through yesterday's "How to use the network topic" "Explosion Effect" (a) is not difficult to see, from the River Campus car accident, it can be seen as a campus traffic accident. But a car accident eventually turned into an event, and quickly gained widespread public concern nationwide, and the issue of the focus on the phenomenon of proliferation is not directly related.

The proliferation of the issue is the result of the supervision of the network people and the proliferation of issues further promote the development of the situation, and thus promote the development of public opinion supervision, it is such a cycle so that more and more people will look at the Li Gang Gate event, a strong impetus for the event of multi-level, three-dimensional excavation. The network is the best platform for public opinion supervision at the present stage, and the proliferation of the topic promotes the deepening of the public opinion supervision, which undoubtedly provides the guarantee for the fair treatment of the incident.

The proliferation of issues also has the disadvantage that it may mislead public opinion and hinder the guidance of public opinion.

1. The proliferation of issues could lead to a departure from the original theme

The spread of the topic, while attracting public attention to the issue, may also cause a shift in the public's focus, focusing only on matters that have spread, ignoring the focus on the original. Thus leading to the gradual marginalization of the original central issues, and the result of marginalization is to ignore the in-depth excavation of the central issues. When the breadth of the issue is guaranteed, the depth of the central issue is virtually sacrificed.

2. Rumours may result in public opinion violating the right to privacy and reputation

The freedom of public opinion expression in network platform must be in conflict with the protection of personality right. The first person to provide a source of information at the beginning of the online issue is in danger of violating the right to privacy and reputation. If the information is false, it is objectively harmful to the rights and interests of others, regardless of the subjective motivation. Similarly, with the spread of diffusion issues, many people participate in the discussion, the Netizen's opinion expression often presents the irrational characteristic, uses the word which has the personal attack nature to vent the emotion, this actually already constituted to their reputation right infringement. However, due to the particularity of the network media, netizens Anonymous, the number of actual infringement, coupled with the network group events often with the nature of public opinion supervision, so that the Netizen's mildly infringing speech can be understood, which led to the rights of all people to defend the difficult.

Li Gang Gate incident, the death of a girl's diary has been widely circulated online, attracted countless netizens sigh for its lament. But to think carefully, so privately disclosed the deceased's diary and spread widely, obviously violated the deceased's privacy rights. This is a very small fragment of the issue in this incident, and it is also a practical reflection of the potential infringement.

Ii. the proliferation of issues can cause events to rise, incite public opinion, and affect the fair and rational treatment of events, which may eventually evolve into a public opinion trial

Originally a relatively small event, but with the gradual spread of the issue of continuous development, its social impact has become a snowball-like trend, has been a nationwide attention. The continuous attention of the people brings about the constant warming of events, which makes the original simple events complicated and difficult to distinguish. The issue of proliferation may aggravate the public's anger, and the large-scale group opinion must be paid attention to, and it is likely to bring the negative consequences of the public opinion trial.

Iii. grasping the law of communication, the Government needs to make a difference

Take Li gang door For example, this incident attracted the attention of netizens objectively reflects the people of the current social reality, especially the second generation of the official, rich second generation of words and deeds of general dissatisfaction, and tens of millions of netizens concerned about the development of the people will undoubtedly reflect the public's authority, the use of public power distrust, public suspicion, There are various forms of judicial injustice in the grey areas that they cannot see. This incident, has become a test of Chinese government departments crisis public relations ability and judicial department impartiality of the examination questions. Handled properly, will greatly win the support and praise of the people, improper handling, it is likely to cause the accumulation of contradictions or even intensified. In the process of the crisis, as the most recognized authoritative information source, the Government should play the role of the crisis communication subject. [8] The government can and should make a difference only on the spread of the issue.

(a) Dissemination of information on the issue of the proliferation of issues to prevent rumors from breeding and spreading

The first effect of communication is that "when the audience faces two kinds of conflicting information, the order of the two kinds of information will affect the public's acceptance of the information." "[9] in the course of the proliferation of issues, the public's desire for real information is particularly strong, the Government should address the issue of proliferation, the first time to explain and answer to the public, to avoid the preconceived rumors, for the people to adopt a letter." Because of the first effect, it becomes very difficult to change people's perceptions when people first get in touch with gossip and accept it. Because psychology studies show that cognitive change is far more difficult than cognitive formation. In the information age, we can no longer use the negative attitude of "clear and turbid" to deal with the development of the situation, to the individual, and to the government, especially in the face of public emergencies, the Government should take the initiative to respond in the first time. Specific to the issue of Li Gang gate in the proliferation of issues, the Government should be in the beginning of the spread of the issue of timely investigation, as soon as possible to publish the findings. It is a manifestation of public accountability and accountability for its image. After all, when the incident of Li Gang was raised as a social public issue, it was closely linked to the Government's act and credibility.

(ii) Impartiality and openness of events is a magic weapon to win the hearts and minds of the public

The incident of Li Gang gate has been so widely concerned that some extent reflects the distrust of public power and the dissatisfaction with the use of public power. To avoid the intensification of the conflict, the Government must first and foremost be aware of the nature of the event and its possible development trend. Once the Baoding government was brought to the forefront by the Li Gang incident, the best choice for the government was clearly to be handled impartially and to update the situation in a timely manner. If handled well, the whole nation rapid, on the contrary, it will become a government's public relations crisis. Openness is the key to winning popular support.

Iv. Conclusion

The prosperity of the network, has opened up the space for the individual, has broken the strong elite's discourse monopoly, lets the grassroots group also have the opportunity to set up the agenda. [10] The agenda setting pattern will continue to play its role in public opinion in the coming period. The topic of the study involves many aspects of many areas, the issue of conversion is only one of the small side, a point of entry.

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