The Crowd: Study on the Guidance Strategies of University Network Public Opinions

Taking “Management Through Zhihu” as an Example

Abstract

Group psychology is a crucial factor influencing the occurrence and development of network public opinions in universities. Based on the "Theory of Crowds", this study selects the "Tianjin University's Lockdown Management" as a typical case in the phenomenon of "Management Through Zhihu". In this way, the research starts from four stages -- focus, formation, climax and dissolution of public opinions, returns to look at the psychological motivation of the subjects, analyzes the role of group psychological factors such as blindly following the crowd, the law not punishing numerous offenders, leader guidance and emotional contagion in promoting the formation of university network public opinion crisis behind the phenomenon of "Management Through Zhihu". Based on that, this study proposes that to strengthen the guidance of university network public opinions in the new era, four specific aspects need to be further highlighted: mastering the characteristics of group psychological communication is the basis; giving full play to the role of public opinion leaders is the key; innovative network public opinion guidance mode is the guarantee; and emphasizing the education of network public opinion subjects is the fundamental solution.