1、1Research on Public Opinion Transmission and Evolution Mechanism in NetworkAbstract. As the Internet continues to expand， the influence of network information on real life has gradually deepened. Research on propagation and evolution of Internet public opinion has become a hot topic. The force of in
2、ternet public opinion penetrates and influences on every aspect of the society. Compared with traditional public opinion， the network public opinion has features of immediate， multivariate and interactive， the propagation behavior has the new change compared with the traditional public opinion. In t
3、he propagation behavior of network public opinion，agenda setting is no longer an arbitrary， the influence of opinion leaders in the agenda setting becomes more and more complex and diversified. The formation time of network public opinion is short， and social influence becomes strong. Guide the publ
4、ic opinion to build a harmonious environment of network public opinion. Overall， our countrys network public opinion environment is a benign situation and steadily promoting the reforms of public policies. Although there is still a few not rational voices full of them， the network public opinion sho
5、ws 2a general trend of positive thinking. Based on this philosophy， through the research of network public opinion dissemination and evolution mechanism， can be all-round good guidance and supervision of public opinion， building a harmonious network environment of public opinion. Key words： network
6、public opinion； propagation of internet public opinion； evolution of internet public opinion 1 Introduction In 2011 Yang Zhijun published “the research on current status and future prospects about public opinion in network“， the domestic network has experienced four stages： the first stage： the init
7、ial stage of the network public opinion （1990 - 1988） ； the second stage： the network of public opinion has become a specific object and content of Political science and Communication Studies （1999 - 2002） ； the third stage： the stage of the network public opinion focus of social public events throu
8、gh the reality of the dissemination and become the public life and academic research （2003 - 2008） ； the fourth stage： the stage of stable development of the network public opinion on the appropriate government powerful supervision gradually transition to the mature form （since 2008）. 13Through more
9、 than ten years development and exploration， the network public opinion in China has laid a good foundation. Scholars research respectively from the connotation of the network public opinion characteristics， formation mechanism， the development trend， the propagation effect， public opinion of networ
10、k governance， network public opinion of the individual case deduction and analysis of each side in the face of network public opinion propagation and evolution mechanism. 2 The study of network public opinion Network public opinion is a consensus formed in cyberspace， Internet users on public issues
11、， and the subject of public opinion is virtualization and global，greatly improving the ability of human communication and fusion of opinion. For the majority of people to participate in social public opinion set up platform.2The Internet is an important part of the first public institutions， to spre
12、ad the structure of multidimensional， comprehensive and real-time interactive， creating public opinion field which is new， equal， no power and center. Compared with traditional media， the most prominent feature of network public opinion is the immediate， diversity， interaction. Instant is that once
13、the crisis 4erupted， the network public opinion immediately production and spread quickly. Since the media network due to the self media， releasing information of simple flow， quick speed of information transmission， to ensure the speed of event propagation from the source. 3We-media breaks the limi
14、tations of time and space， narrowing the audience communication distance， speeding up the speed of the formation of public opinion. Immediacy of network public opinion for the audience to get the first hand information， active participation in public affairs provides convenience， spreading false inf
15、ormation rumor， adding fuel to the flames. Therefore the regulation also needs technical levels support. Diversity refers to the differences in ideology， public opinion of network participation main body diversity， species， public opinion propagation form etc. The traditional mass media because of t
16、he agenda setting function is powerful. The general audience is difficult to control， and information is the embodiment of the “gatekeeper“ represents the interests of the group ideology. The era of We-media ordinary Internet users also have the right to speak. This feature has brought a great chall
17、enge to the network of public opinion guidance and supervision. The public sector has the ability to integrate and 5targeted， integrated guidance and supervision of public opinion， the formation of benign governance of public opinion. Interaction refers to the network media， Internet users， Internet
18、 users and the interaction between government agencies etc. The traditional information spreading media is mainly the point to the surface of one-way communication； the audience feedback ability is very weak. We-media which is opening-up and exchange not only increase the information feedback dynami
19、cs， but also because the audience can actively search for information， increasing the network public opinion holding interaction.4 In the face of some major public opinion， the strong consciousness of public participation debate with each other to formula a interactive scene. To promote the network
20、public opinion from various angles can directly and quickly introduced a topic and discuss broader and more in-depth. In this high-speed dynamic system， whether the government， organization or person plays an important role in. 3 Study on propagation behavior of network public opinion 3.1 Agenda set
21、ting in propagation of network public opinion Agenda setting is put forward by America scholar combs and Shaw in twentieth Century 70 times. They suggested through empirical research that， in the public on important problems 6of social public affairs in understanding and judgment and media coverage，
22、 there is a high corresponding relationship- the media as a big event to report problems， as reflected in the public consciousness. 5 Its core idea is： “The mass media cant decide how the public to think， but can decide what the public think.“ At the McCombs and Shaws Theory， agenda setting is the u
23、nique right of the mass media. Ordinary people can only be the audience of the agenda setting. Now it seems that because of the limitations of the times， this theory should be developed more widely. Limited space in traditional media， a few professional media took the selection of information and th
24、e right to publish in hands. Audience and media lack interactive communication ability. Therefore， the social public opinion is controlled by the hand of mass media. 3.2 Effect of network opinion leader in agenda setting Opinion leaders concept was first put forward by scholars. USA Lazhasi field an
25、d others in the “peoples choice“： opinion leaders are those that are active in the interpersonal communication in network， often for others to provide information， opinions or recommendations and applying personal influence on others figure.6The main factors of the network 7opinion leaders must be a
26、ctive on the network 3.3 The phenomenon of group polarization in network public opinion Group polarization was first proposed in 1961 on group decision making by James Stone. 7 Keith Sunstein， summarizes the definition of group polarization in network Republic - democracy in the network society： “me
27、mbers of a group that is the beginning of a certain tendency， continue to move in， towards bias direction， finally forms the extreme views.“8 4 The evolution of network public opinion 4.1 Appearance of issue The emergence of the origin issue can have various， depending on the specific issues in the
28、circumstances： （1）Forum members released， reflect the original post social phenomenon or event： forum members as the direct or indirect participant， witness， people familiar with the situation， the draft， released to disclosure， cause the forum members attention and resonate even corresponding onlin
29、e or real post. （2）Forum members forwarded related events post： for many BBS， the initial post about an event or social phenomenon comes from forum members or visitors post posted. It can also come from other forum. Here， a lot of links is used 8in the form of a hyperlink. Who posted only add some b
30、rief instructions or recommendations. According to the nature， emotion related events and the attitude of who posted，who posted sometimes take some means to strengthen the possibility of post， such as continuous exclamation， attract titles， pictures， top application etc. A special class post is the
31、event or phenomenon information forum members or visitors to release their own mobile phone received. Because the content is not mobile phone short message receivers originality， they just play an intermediate transfer function. Therefore， this kind of card issued， in nature， also belong to the forw
32、arding. 9 In this way， the flow of information network of social relations in real life on the Internet can be easily extended to the Internet. The online forum informations sources are more diverse， close to real life. At the same time the topic coverage and correlation， are beyond the scope of the
33、 network even the Internet forum. 4.2 Survival of issues So-called survive of a issue in the network forum， continuous attention to the specific performance is related events to be members of the forum. From the post and the performance for the persistent events related to new posts or 9threads. Any
34、 subject to sustained attention， must accumulate a sufficient number of posts or component. For all practical purposes， competition obviously between the forum posts， competitive for limited Forum on space. 10The importance of different topics or significant degree largely through its accumulation o
35、r unit of time （such as a day， a week） related to the number of Posts and the number of the corresponding threads depending. Because of the many issues， forum posts scattered， therefore， most of the time， forum users read the post； need to rely on some forum automatic statistical function of the res
36、ults. According to the statistics of clicks and the number of replies gets the hottest posts and data. Thus， into the forum thread， or the number of hits list posts， the degree of attention will be much higher than the failed to enter the list of Posts. And the significant difference in degree will
37、continue to enlarge the positive feedback mechanism. This is the Matthew effect： once made top， because not in a limited time accumulates to certain popularity， the popularity of such as hits and thread count. These posts will be called the sinking of the post. Thus it can be seen， whether the issue
38、 survived depends on the feudal lords vying for the throne 10of the forum space. Whether or not specific topics posts or post cluster can be the “top up“， to achieve a “threshold” by the forum members generally pay more attention. 11 As for the number of clicks and replies the threshold correspondin
39、g to what is depending on the various periods of different forums. Making thesis and posts competitors analysis. The number of permanent forum posting rate， per capita， quantity， and hot topics of the day of the event itself attributes， are likely to affect the forum posts required to achieve a sign
40、ificant degree of threshold. 4.3 Direction of public opinion Issues once survive， as if a tornado has a preliminary climate. The later development， it depends on a number of factors and the result of the game between the balances. One is the network of public opinion has the characteristics of turbu
41、lent natural. This turbulent from the Internet publicity and release of self personality and value， moral orientation； on the other hand， when the issue once survive to become a certain scale and climate of public opinion to by numerous netizen even social public and mass media attention after， social ethics and laws and regulations will be involved in the process of public opinion， becoming an important constraint
