Research on Public Opinion Guidance Strategies of Political Microblogs in the Context of Emergencies

The "Gansu 12-18 Jishishan Earthquake" as an Example

Abstract

This study takes "Gansu 12-18 Jishishan Earthquake" as an example to explore the strategies of guiding public opinion on government microblogs in the context of emergencies. Using the life cycle theory of public opinion, the study divides the development process of public opinion into four stages: latency, growth, maturity and decline, and systematically analyzes the performance of government microblogs, such as @Gansu Firefighting, @Gansu Public Security, and @Gansu Publishing, in the development of public opinion on emergencies, as well as their guiding effects in the various stages of public opinion development. The study shows that governmental microblogs perform better in terms of timeliness and authority of information release in emergencies, and are able to rapidly convey official information and stabilize public sentiment. However, there are still deficiencies in the interactive mechanism, public opinion monitoring and early warning, and evaluation and feedback. Based on this, it is proposed to optimize the public opinion monitoring and warning mechanism, enhance public interaction, and improve the feedback and evaluation system, so as to improve the public opinion management ability of government microblogs in emergencies, and to ensure the efficient communication of government information and the effective guidance of public opinion.