Primary: Events and **.
At present, although the concept of network ecology is not uniform, no matter from which perspective it is defined, how to define, analyze and discuss network ecology, we must pay attention to various factors that affect the formation and change of network ecology.
In the network ecosystem, the relationship between events and events needs to be clarified first. The number one factor influencing the direction of an event network** is the event itself. Factors such as the nature of the event itself, its influence, and the interest groups involved determine the likelihood of **.
Compared to an event, it is simply the sum of public perceptions, perceptions, emotions, and feedback. Therefore, in network management, event processing is primary and processing is secondary. If you want to manage ** instead of handling events well, that's basically impossible.
The implementation of the primary and secondary relationship in network public opinion management to the management function means that event processing is the first responsibility, and public opinion processing serves the event processing and revolves around the goal of event processing. For the first level or department, the function of public opinion processing is generally in the propaganda department. However, in reality, due to a unclear understanding of the primary and secondary relationship of public opinion management, some places often turn public opinion handling and incident handling into two skins. The publicity department and the event management department are each in charge of a booth, each with its own words. As a result, the caliber is not uniform, credibility is damaged, and press spokesmen are often "roasted on the fire".
From the perspective of the primary and secondary relationship, when the network emerges, the incident management department and the management department need to work together. On the basis of handling the incident, the propaganda department should do a good job in communication, caliber grasp, and press conference organization. , and the functional department of incident management needs to provide important release content such as the incident handling process, and relevant personnel need to attend the press conference, not the publicity department.
Interior and Exterior: Subject and Object.
In a network** ecosystem, subject and object are a pair of relative, transformable concepts. Generally speaking, when a network ** event occurs, it is easier to define its management subject, but the identification of the object manager is often unclear. Network management should adhere to the principle of "coming from the first and going to the first", that is, to carry out specific communication for different types of actors.
In online public opinion events, different actors and different actors will have different interests and demands, which determines that their behavior will be different. Correspondingly, the manner, method and content of communication should also be targeted. According to the importance, the behavior of participating in the network** can generally be divided into five levels from the parties to the general public:
First, events directly affect people. The victims directly affected by the incident can be described as victims in emergencies, and their demands are relatively clear, that is, their legitimate rights and interests are protected, and their actions may include radicalization.
Second, stakeholders. This kind of behavior does not belong to the parties or victims of the incident, but has a certain connection with relatives, friends, classmates, fellow villagers, etc. The role of stakeholders in the development of an event often depends on the rationality of the individual compared to the person directly affected by the event. Rational stakeholders contribute to the smooth resolution of the incident. They have obtained a certain degree of detailed information about the incident through the parties to the incident, have a certain understanding of the development of the incident, and can analyze it relatively rationally to help the direct impact of the incident to make legitimate and reasonable claims.
Third, third-party enablers. A third-party facilitator is a group that proposes actions or supports to victims of an incident based on social justice. In terms of appeals, the third-party promoters want to maintain the justice of the process, that is, the process of events should follow the basic principles of justice.
Fourth, Volkswagen**. The appeal of the public, including the Internet, is to protect the public's right to know, and the way of behavior is to interview and report, so that more viewers can understand the information and truth.
Fifth, onlookers. For most of the public, they are actually onlookers in the network. Their appeal is to hope for social harmony, and they do not want what happened to others today to happen to themselves tomorrow. In terms of behavior, the majority of netizens choose to comment to let more people know about the incident and force managers to respond to the incident more transparently to reduce the occurrence of similar incidents.
Up and down: online and offline.
In addition to cyber security and online rumor incidents, cyber ** is essentially a process in which netizens express their views and emotions about offline public events through the Internet. In this process, the interaction of opinions and opinions will be formed online and offline, and emotions may infect each other.
From the perspective of the general mechanism of the emergence and development of the network, in a network event, the interaction and effect of online and offline, and the joint promotion of the heating up of the network is a dynamic spiral process, with multiple "stimulus-feedback".
First, offline "** online." Because almost all networks have carriers, that is, offline events, the revelation of the incident is the initial manifestation of ignition. In the process of expanding attention and deepening evolution, the offline content of further clues about the event will continue to provide energy, or the continuous disclosure of the event process by all walks of life will continue to provide energy for the heat of the event.
Second, online forces offline. For events of different natures, the psychology and reactions of the subjects involved may be different. For most of the subjects involved, they don't want to have a negative event, and they don't want to face it passively, but they have to do it due to the pressure. In this case, the coercive function of the network has become positive, prompting the subject involved to have to respond, and at the same time making the process of the incident gradually clear, and promoting the disclosure of information on public events has become the norm in the long run.
Third, work together from top to bottom. Once a public event becomes the stage of a network event, online and offline will form a joint effort to push the event to a more popular stage. In this process, offline sustainability will be carried out through abstraction, prominence, labeling, entertainment, etc., so as to expand the event and even cause secondary disasters. Old and New: New and Traditional.
* It is an important channel to increase public attention and influence public awareness of public events. With the deepening of network governance, profound changes have taken place in the public domain, and the "barrier" between the traditional domain and the network field has been basically opened, and the two fields have been integrated. The role of the new and the traditional in network aggregation is becoming more and more balanced.
First of all, although the new ** still has natural convenience in the first release of information on the network, the traditional ** information acquisition ability is getting stronger and stronger, and the advantages are becoming more and more prominent. It uses the information acquisition function of the reporter station system and platform to form a complementary network information source with the new self-service function.
Second, in terms of in-depth information mining, the new and traditional have their own advantages and complementarity.
Third, in the form of online public opinion information release, the new real-time and fragmented network public opinion information release function remains unchanged. On the basis of collecting new, fragmented network public opinion information, the network public opinion information of the event is sorted out, synthesized and investigated in depth.
With the development of network information technology, the emergence of new ** and the different recognition and use of various ** by different groups, the intervention, reporting and influence of different types of ** on public events have quietly changed. Now there is a new pattern, which is manifested in the mainstream official ** encountering "ice and fire", important clients becoming diffusion accelerators, marketization ** further boosting the heat, and the Q&A platform becoming a new policy**. Weibo remains the main front of public discussion.