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Abstract

The rapid development of the Internet sparks a worldwide media revolution and becomes the fourth media. After the Internet access to China in 1994, the number of the Internet users increases rapidly. The force of network also changes people’s lives greatly. "24th Internet Development Statistics Report of China" shows, until June 2009, young people account for 51.8% of Internet users, students account for 31.7% of the occupational groups.As the development of construction of colleges, most of universities had access the Internet. The feature of the Internet can meet the needs of college students. Internet has become a vital part of life. Internet occupies an important position in their academic activities and social activities, students can draw a wealth of knowledge from the Internet, students have been the main users of the Internet.On the other hand, although students have great knowledge, they lack of social experience. They have strong desire for knowledge and expression. They frequently participate in the network and communicate with each other, so that they paly the role of opinion leaders, their description and comment of network events have affect the public opinion greatly, which will form the great influence. Network issues which happened recently showed great power of college students’ opinion.This study uses empirical research method, literature analysis method, content analysis method, inductive deductive method and comparison analysis method to study the behavior of college students in the network.This paper is divided into four sections:the first section is based on the definition of public opinion to explore the characteristics and formation process of the network, this paper argues that the formation and development of public opinion should be divided into four processes:the appearance of subject, the formation of the question, formation of network public opinion, cross-media interaction, with a zero threshold, brainstorming, true and reliable, self-filtering features.The second part argues that students have high network usage and concern about the diversity of information. The author discusses the attention, involvement, participation forms and the results. Studies suggest that the network has become the most commonly used medium for college students. Due to the unique psychological characteristics, college students have high degree of attention and participate in the entertainment and public events. Students primarily use the Internet forums, news thread comments, instant chat and campus BBS to participate in the network of public opinion. They have shown the potential to act as opinion leaders.In the third section, the author studies how to guide the behavior of students on the Internet. The study should focus on the following four areas:improve the personal qualities of students; strengthen the communication mechanisms; broaden the ways which are used to express personal views; organize some club activities to improve the communication skills of students.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory > Media
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Opinion Research Network Behavior of College Students

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