The Strategies to Guide Higher Education Institution-Related Online Public Opinions from the Perspective of Crisis Management

摘要

Since college/university students are one of the most active netizen groups, higher education institutions become one of "storm eyes" of online public opinions. Suddenly-happened group events often cause uproar online. If they are not controlled immediately, they may damage the image of higher education institutions, have an impact on normal education activities, or even disrupt normal social orders. Therefore, strengthening the research of higher education institution-related online public opinions, attaching importance to the analysis and guide of campus online public opinions, and building a synergetic cooperation mechanism for higher education institution-related online public opinions will have a positive effect on the cyberculture in higher education institutions or even social influence. Combining theoretical research with systematic research and empirical research, this paper firstly introduces several concepts, including public opinions, online public opinions, and higher education institution-related online public opinions. Then the formation and cyclical evolution of higher education institution-related online public opinions are analyzed. Subsequently, the reasons higher education institution-related online public opinions shape up are analyzed from psychological, publicity, and pedagogical perspectives. Finally, the strategies for guiding higher education institution-related online public opinions are puts forward, i.e. (1) to build a synergetic cooperation mechanism for online public opinions; and (2) to integrate media literacy education into ideological and political education.