The party's 20th 3rd plenum states: "to strengthenPublic opinion guidance• effective protection against ideological risks.” with the continuous innovation of media technology and the structural transformation of the web-based public opinion ecology, the web-based public opinion has evolved from monolithic to pluralist, linear to web-based, creating a multi-subject, multi-layered and multi-circleed gaming pattern. At present, our country is in the midst of a period of social transition and reform, marked by social contradictions and multiple factors of instability. It is essential to constantly improve the ability of the internet to guide and handle public opinion, to consolidate mainstream public opinion and to create a climate of good online governance。
I. The context of networking in the context of multilateral publicity
(i) the structural transformation of public opinion leads to diversity of issues
In the context of traditional public opinion, the dissemination of information and the setting of the agenda are dominated by government agencies, the mainstream media, and public opinion is more easily expected in a “centre-radio” structure。
Entering the social media era, the public sphere has shifted from “single centres” to “multi-centres”, from “platforms” to “networking”, and various media accounts, communities of interest, circles of interest and opinion leaders have worked together to shape new patterns of public opinion generation, with new features such as instantaneous, transparent, civilianized and liberalized. This structural transformation has led to multiple outbreaks of social issues, and numerous “micro-incidents” in everyday life can evolve into public issues as a result of the convergence effect of social networks, involving large-scale public action and social participation, further exacerbating complexity and uncertainty。
(ii) structural mismatches between official language provision and public demand
In essence, orientation is a “supply-demand” relationship. In the case of monolithic resources, rigid content and a lack of diversity of forms, the public will seek alternative sources of information in cyberspace to compensate for the lack of official information. There are two main reasons for this: official public opinion has responded to “saying what i want to say” and “talking about what people care”. Authoritative responses often tend to be characterized by statements and statements of principle that fail to keep pace with high-frequency expressions and genuine public concerns. The second is the mismatch between speech and distribution. Following the rise of the short video platform, the government's public and emotional responses remain accustomed to responding to purely written texts or a small number of press releases, ignoring more visual and interactive multi-modular narratives. Some of the official discourse is too rigid, lacking in kinship and in virulence to resonate with the public, affecting the overall impact of public opinion。
(iii) algorithms recommend mechanisms that exacerbate the polarization and polarization of public opinion
Algorithms have become an important way of disseminating information by analysing data such as user preferences, click behaviour, length of stay, etc., and sending information of interest to them. This mechanism, while increasing the efficiency of information distribution, also strengthens the information cocoon and echo room effects, making it easier for the public to become immersed in the content of a single position and weakening the rational dialogue between different views. In the case of sensitive topics or controversial events, mainstream media may emphasize fact-checking and rational dialogue, while information on social platforms that attracts traffic with inflammatory titles and exaggerated content may make it difficult for official voices to “discreet” with their own narratives in the information arena. Extreme emotions or views are constantly magnified in algorithmic logic, with users being susceptible to demagogization, difficulty in discerning authenticity, and group perception bias that exacerbates public opinion rivalry and polarization。
(iv) inadequate matching of capacities and technical landscapes for responsive governance
Artificial intelligence generation content (aigc), while increasing the efficiency and richness of information production, has also brought with it the proliferation of false information, deep forgery and the exacerbation of post-truth symptoms. In the face of emerging technological challenges, there are issues of grass-roots public opinion-led and responsive governance: first, inadequate technical tools. Many grass-roots units continue to rely on traditional “human-sea tactics” and lack efficient intelligence monitoring tools that are not only inefficient but also misleading. Second is the weak capacity for content production and dissemination. In the face of traffic scenarios such as short video and live delivery, grass-roots intelligence workers lack the knowledge of new media such as programming, script writing and video clippings to produce attractive “symmetrical” content. The heavy burden of responsibility, stress and high mobility and stability of the workforce have led to a lack of systematic succession and capacity-building teams。
Ii. Recommendations for a multi-pronged approach to improving web-based orientation
(i) strengthened media-wide communication system to strengthen mainstream public opinion
Internet thinking must be continuously strengthened, media resources and factors of production must be effectively integrated, a powerful web platform must be developed and the mainstream public opinion must be strengthened. Ongoing exploration of the promotion of the “broadcast + newspaper” model, “city, county mainstream media +”, and the establishment of an online and sub-line public opinion-led collaborative work mechanism for the integration of provinces and counties allMedia integrationThe matrix, which brings together major events, has a common voice and has increased the influence of mainstream opinion. (c) to promote public opinion through the dissemination of diversity and diversity. Highlight the priority of mobility through new technologies, such as 5g, 4k/8k, and ai, to promote a deeper integration of traditional and new media in content, channels and management, with more news content reaching a disaggregated audience. Using the advantages of platforms such as shivering and fast hands, efforts are being made to produce ideas, temperature and quality, carefully planned live programmes and continuously improve the rate of arrival, reading and approval of internet transmission。
(ii) timely response to popular concerns and building a multi-stakeholder response bureau
Government departments are required to publish authoritative information in a timely and accurate manner, respond to hot spots, gain the initiative to speak, and avoid the emotional crisis caused by information asymmetries, causing public panic. (c) to open channels of communication to the public and increase the participation of the population in social governance. To fall down, to fall down, to look into the facts, to move into the real world, to know what the community wants and to discover the contradictions. In response to questions from internet users, the authorities and territories concerned are informed, and, if necessary, the authorities are informed, so as to facilitate the resolution of the problem in its infancy. The mainstream media need to use their technical, talent and credibility advantages to increase the visibility of the government's handling measures, to be able to respond to rumours and false information in a timely manner, to direct public attention in the right direction and to counter the disorderly fermentation of offensive information。
(iii) improved early warning mechanisms for surveillance of cases and improved capacity for analysis of cases
The traditional model of intelligence research is dominated by “sealed, blocked, defensive” controls, and what needs to be addressed at this stage is the very large-scale multi-source isomeric information generated by human activity. In the face of mass information, traditional causal analysis, expert assessment, etc., are no longer effective. It is necessary to actively use technological tools such as big data, artificial intelligence, cloud computing, etc., to create an intelligent, emotional early warning platform that will complement the scientific analysis of the relevant sectors and the rational assessment of emotional trends, thereby pre-empting online public opinion and bringing the truth to the fore. Improve the mechanisms for post-situation reflection, conduct a comprehensive assessment of the early warning process for monitoring events, including surveillance systems, risk assessment, emergency response measures, etc., and identify lessons learned in a timely manner, improve the level of preparedness management and improve the early detection and resolution of information。
(iv) strengthened workforce development and quality governance teams
Further improvement of the web-based emergency command and management system and continuous promotion of a three-tier network system at the provincial, municipal and district levels, with a full complement of strong network cadres. For staff working in advocacy, unoi, etc., education and training are conducted on a regular basis in the areas of counselling, critical incident management, media communication, etc., and the level of awareness and response among grass-roots staff is constantly improved. Fostering positive energy networks, mega-v, engaging media practitioners, students and students from universities and colleges, as well as social groups and organizations, promoting online voices of prominent personalities in key areas such as the theoretical, legal and media communities, and increasing the voice of mainstream opinion. Higher education institutions need to innovate the concept of parenting, strengthen its application orientation, and vigorously train professionals involved in network management to address the shortage of local talent。
This is the result of the 2023 philosophy and social science programme youth project of henan province
