Strategic Optimization of Public Opinion Management in Universities under Change of Network Public Opinion Ecosystem

Shui Jingjing


The current breakthroughs in Internet big data and AI technologies have accelerated the fission-like dissemination of public opinion on the Internet, providing both opportunities and challenges for university governance. Universities should adapt to the new situation of the ecological change of public opinion with subject, object, carrier and environment as the elements, and optimize the public opinion management mechanism of universities from five levels: building a management system of network public opinion, strengthening the guidance mode of public opinion, promoting the operation of campus new media matrix, paying attention to the education of students’ network media literacy, and focusing on the construction of  open internal and external communication platform, purifying the network space, maintaining the image of universities, and creating a Double First-class construction of universities and necessary ecology.

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