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Based on the analysis of system dynamics to deal with the problem of network public opinion

Author: TianYanLing
Tutor: ZhongYongGuang
School: Qingdao University
Course: Management Science and Engineering
Keywords: network public opinion credibility of the Government ’opinion leaders’ traditional media system dynamics
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 208
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Abstract


The development of network public opinion is a dynamic process from there to the formation, along with the rapid development of the Internet in recent years and the enthusiasm of the people involved in the network issue varies rising, which is different and diverse as their environment. Therefore, to in-depth analysis the development of network public opinion and respond to it, we must first understand the specific environment of the network public opinion, and next, find out the impact factors on the formation of network public opinion, at last,establish a dynamic model, and with the help of this model to simulate the formation of network public opinion.From the perspective of system dynamics, the formation of network public opinion is from the emergence of network public opinion information, to the spread of network public opinion, and then to the powerful influence of it. The spread of network public opinion also include three phases, that is:the media coverage of the event of major authority sites on the Internet, the forwarding of information network public opinion and discussion of the incident about network public opinion. The process has huge impact, and often is the most important part of the formation of network public opinion, from which we can identify the influence factors, including the credibility of the government, the guiding role of "opinion leaders" and the guiding role of traditional media. Therefore, to identify the key factors of the network public opinion is crucial.Based on the case summaries on PRC’s public opinion channel, we analyzed problems to deal with the process of network public opinion, established the casual loop diagram and flow structures of network public opinion influencing factors. By simulating the model, the result visually demonstrated the relationship between the credibility of the government, the guiding role of "opinion leaders" and the guiding role of traditional media and the degree of development of public opinion. Furthermore, several policies are suggested to to deal with the network public opinion, such as enhance the sensitivity of network public opinion information cognition of government officials, improve the credibility of the Government, Increase the guiding role of traditional media, improve the quality of "opinion leaders".

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