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Research on negative network public opinion communication in universities based on the motivation theory under the new media environment |
| CHEN Xiaoyan, HE Youshi |
（School of Management, Jiangsu University, Zhenjiang 212013, China）
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Abstract Based on the motivation theory, this study explores the differences of motivation of different public opinion subjects participating in the dissemination of negative online public opinion in universities under the new media environment, and further conducts a group comparative analysis on the moderating role of university response in the process of negative online public opinion from instant communication to continuous communication. The results show that emotional catharsis and altruistic motivations have a more significant impact on instant communication in the group of university teachers and students, entertainment and leisure motivation has a more significant impact on instant communication in the group of people outside the university, and there is no significant difference of social interaction motivation′s impacts on instant communication between the two groups.University response has a significant negative moderating effect between instant communication and continuous communication, and the moderating effect in the group of university teachers and students is more significant than that in the group of people outside the university. Therefore, when dealing with negative network public opinion, universities should carry out network literacy education, and strengthen the positive guidance on negative network public opinion; improve the research and judgment mechanism of network public opinion, and enhance the ability of processing public opinion; improve the management mechanism of public opinion, and strengthen the optimization construction of publicity mechanism.
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2020, Vol. 14 
