Abstract／357

Contents／359

Contents

ⅠGeneral Report

1　Annual Report on the Online Public Opinion in 2014

　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／001

Abstract: The report analyzed the 6000 hottest public event between 2010 and 2014. Results of the report showed that in the year of 2014, positive public events has increased while negative public events has decreased, but the relative pressure of public opinion is slightly higher than that in 2013. The east region of China suffers from the largest number of negative public events and highest overall pressure, while the west region has the highest pressure of negative public opinion. The attention on public events is relatively high in 2014, and is only lower than that in 2012 in the recent five years. The positive public events has increased and negative public events has decreased. Public events on public management and social organizations show no decline over the five years; public events in education, manufacture, culture and sports, and entertainment draw the most public attention; public events occurred in the east region decreases, but still account for the highest proportion; new media is still the main type of first-exposure media, and most public events were first exposed by network news; the time lag between event occurrence and exposure has been slightly shortened; most events last less than one week; there is a decrease for online rumors. The burgeoning of mobile network brings series of changes in communication ecology. New policies on Internet development had been introduced frequently in 2014, and network society governance was emphasized. 2014 could be called the year of Internet safety, media fusion, and e-diplomacy.

Keywords:Online Public Opinion；Public Opinion Pressure Index；New Media；Intervention；Mobile Internet；Network Society Governance

Ⅱ　Public Opinion of Different Types

2　Annual Report of Public Opinion on Finance and Economics in 2014

　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／054

Abstract: In 2014，the number of public opinion events involving enterprises，financial and economic issues has gone up.Both the public and media have shown more attention to the events this year compared to 2012 and 2013.From 2012 to 2014，the spread speed of public opinion events involving enterprises has increased，the proportion of the events first exposed by new media has also increased，and the proportion of the events intervened by enterprises has decreased.In 2014，the number of public opinion events suspected to be related with violation of laws or regulations has dropped，compared to 2012 and 2013.In this report，we analyzed the macroeconomic policies issued in 2014，conducted analysis on the public events occurred in the key industries and key areas of China，enterprises of different kinds，and entrepreneurs.Finally，we predicted the trend of public opinion involving enterprises，finance，and economics in 2015，on the basis of the characteristics of public opinion events in 2014.

Keywords:Finance and Economics；Public Opinion；Macroeconomic Policy；Crisis Management

3　Annual Report of Public Opinion on Education in 2014

　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／098

Abstract: Education is not only closely related to children’s growth，but also to a nation’s future. The public and media always show attention to the education problems. The Public Opinion Research Laboratory of Shanghai Jiao Tong University selected 346 hot education-related public events from 2012 to 2014 as the sample of the study. It was found that most hot education-related public events in 2014 happen in June and July；the number of the national public events of education has a sharp rise compared with the last two years，with the Northeast China rising most significantly. Organizations and institutes are still the main subject of public opinion；education departments replace the schools to become the main subject of educational public events in 2014. New media are the main first-exposure media of education problems. The speed of exposure and intervention is relatively fast. Public events related to higher education occurred with higher frequency. Public events in high schools have increased while those in primary and middle schools have decreased. The attention to family education is still on a low level. In the pre-school educational stage，school security issues draw the highest attention. Educational policies are the mostly focused events in primary，middle，and high schools. Public opinion towards teachers and students’ personal words and deeds is the highest in advanced education. The academic atmosphere of advanced education have turned better compared to 2013.

Keywords:Education；Online Public Opinion；Educational Policy；Coping Strategies

4　Annual Report of Public Opinion on Environment in 2014

　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／136

Abstract: 2014 Environmental public incidents involves industry，agriculture，living，transportation，and other aspects，and the cases of “Lanzhou water benzene poisoning”，“Maoming environmental pollution” and “over-exploitation of groundwater in Hebei”，“PX project in Maoming，Guangdong” provoked hot controversy of the public. The Public Opinion Research Laboratory in Shanghai Jiao Tong University analyzed and compared 191 environmental cases from 2012-2014，including basic characteristics of the public events，information diffusion characteristics，intervention and accountability，and coping strategies. The analysis also focused on the significant environmental cases in 2014. The results pictured an overall situation of the environmental public events in China. The findings indicated that dealing with the environmental problems should be the priority in order to cope with the public opinion on environment. It is important to strengthen the communication with the public，pay attention to the public opinion，and enhance the transparency of major construction projects. It is suggested to unobstructed the multimedia communication，cultivate new media vocalization platforms，and expand media intervention channels. The online mobilization should play a more positive role，and the traditional coping strategies to public opinion should be upgraded and integrated with the public force. Finally，the rumors should be refuted actively，opinion leaders should be cultivated，the idea of active communication should be constructed，and the accountability mechanisms should be more completed to deal with the environment related public opinion.

Keywords:Environment；Online Public Opinion；Communication；Intervention；Coping Strategies

5　Annual Report of Public Opinion of Anti-corruption in 2014

　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／161

Abstract: In 2014，the number of public incidents concerning anti-corruption and advocating honesty is significantly higher than those in 2012 and 2013. December is the high season of public incidence. North China is the public-opinion-prone region，while the number of incidents in South China decreased. The number of municipal level public incidents concerning anti-corruption and advocating honesty still takes the highest proportion，but the percentage of the provincial and central level has also increased. The “Relatively Positive” public opinion accounts for the highest proportion of overall inclination of public opinions. The official website news increased and network news decreased obviously. The time lag between event occurrence and exposure has been significantly shortened，and a majority of public events last less than one week. Events with obvious online rumors have declined. In recent years，the percentage of local government as the main body of anti-corruption public events have decreased，and the percentage of national government as the main body continued to rise. The proportion of the events in which intervention occurred before exposure is relatively high；news release through official website has increased while news released through taking interview has declined. The sacking senior officers，party construction，and “naked officer” management become the hot topics.

Keywords:Anti-corruption；Public Opinion；Governmental Coping Strategies

6　Annual Report of Public Opinion on Public Health in 2014

　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／187

Abstract: Issues in the medical industry have been highly concerned by the public. In order to objectively present the status and features of medical public opinion in 2014, in this paper, the author selected 124 medical events with great impact between 2012 and 2014 to analyze. First of all, the author made a comparative analysis on the characters of the events, event transmission, and intervention. The author also elaborated on the global outbreak of infectious diseases, medical disputes, and medical policies and regulations promulgated in 2014. Furthermore, aiming at the problems existing in the medical industry, the author put forward several suggestions. First, the most important things are to control the disease, cut off the route of transmission, and protect the vulnerable groups. Second, the government needs a deepened reform in the medical and health system, since complete medical policies and reasonable allocation of medical resources is the key to reduce the occurrence of doctor-patient conflicts. Third, hospitals should improve their news release system, broaden doctor-patient communication channels, and enhance the ability of medical service, so as to promote harmonious interaction between doctors and patients.

Keywords:Medical Public Opinion; Event Transmission; Intervention; Doctor-patient Relationship

7　Annual Report of Public Opinion on Judiciary and Law in 2014

　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／209

Abstract: Public opinion concerning judiciary and law aims directly to the social conflicts, concerning the vital interests of the public because of its special attributes. Through the high-temperature fermentation on the Internet, public opinion on judiciary and law spread fast, which puts forward a severe challenge to the relevant organizations and tests their response capacities. The ability to deal with such type of public opinion directly affects the social public order and stability, and to some extent, reflects the progress of legal-society formation in China. The Public Opinion Research Laboratory of Shanghai Jiao Tong University selected 249 hot public events involving judiciary and law in 2012-2014 as the sample based on the heat index of public opinion. Through the comparison of the longitudinal data for the three years and the analysis of the typical cases in the year of 2014, the investigation explored the causes and solutions to the public events involving judiciary and law, and provided suggestions on the coping strategies.

Keywords:Judiciary and Law; Public Opinion; Coping strategies

8　Public Opinions on China on the International Social Media in 2014

　　【Xiang Debao，Li Yi】／234

Abstract: This study conducted observation of public opinions on China on nine international social media websites in 2014.By analyzing the data，some transmission characteristics can be concluded as bellow: the public attention on China on the international social media is high in 2014，with March having the largest number of reports；politics，diplomacy/international relations，social life，and economy are the major topics of the year；a majority of reports on China hold an neutral attitude；most positive reports are on sports，culture，social life，and economy；most negative reports are related to religions，peoples，and politics；public opinion on China on the international social media are mainly driven by the events and traditional media reports；international mainstream media are the main type of media to reprint news about China，among which traditional ones consist of the majority；US，UK，and France are the main news resources；international traditional media and social media set similar agenda and reprint reports from each other.South China Morning Post of Hong Kong is transported for more times than Chinese official media.The influence of Chinese official media on international social media increases，but they still suffer from weak leading power.

Keywords:Public Opinions on China；International Social Media；Transimission Characteristics

Ⅲ　Monographic Studies

9　Relationship between Regional Public Opinion and Regional Economy，Education and

　　Internet Development

　　—An empirical study of 6000 public opinion events from 2010 to 2014

　　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／256

Abstract: In order to test the relationship between Regional public opinion and regional development level，the Public Opinion Research laboratory conducted big data analysis to draw a map of Chinese public opinion based on Lorenz C curve and Gini Coefficient，and examined the relationship between the regional public opinion distribution and regional economy，education，Internet development.Results showed that higher level of regional economy (GDP per capita，level of social security of the elderly，unemployment rate)，education (higher education penetration)，and Internet technology (Internet penetration and governmental Internet application) relates to more positive and negative public opinion.

Keywords:Regional Public Opinion;Regional Economics;Regional Education;Regional Internet Technology

10　Diffusion of Online Public Opinion and Public-Policy Making in Public Events

　　【Wan Xuan’ao】／274

Abstract: With the changes in the society and media ecology，public-policy making mechanisms show many adjustments as well.The present study analyzed the relationship of network communication and public-policy making，based on 214 public events from 2003 to 2013.The findings indicated that the form of public policies promoted by the online public opinion are mainly policy revision，which are mainly issued by the central government，and exposed by media，individuals，and events itself.The public policies are mainly long-term and nation-wide，relating to anti-corruption，food and medicine safety，environment pollution，and protection of minor group.The event characters，disseminating intensity，policy feasibility are all significantly correlated with public policy promotion.Collective behaviors do not promote public-policy making，but they promote the efficiency of governmental response.The impact of netizens on policy making lies in the emotional expression，while the impact of media lies in the attention to the news.

Keywords:Emergent Public Events；Online Public Opinion；Public Policy

11　A Comparative Study on Media Credibility in China

　　—A national telephone survey among 36 cities

　　　【Public Opinion Research Laboratory of Shanghai Jiaotong University】／316

Abstract: Based on a national survey data, the study compares the Chinese residents’ trust preference between traditional media and new media, domestic media and overseas media, as well as central media and local media. Results showed that Chinese residents trust traditional media more than new media. Moreover, among the traditional media, the credibility of television is the highest. Among the new media, the credibility of online news is the highest. Furthermore, Chinese residents trust online news from commercial websites more than that from official websites. It was also found that Chinese residents trust domestic media more than overseas media, and trust central media more than local media. The study also further analyzes the differences in demographic characteristics, media use, personality traits, and social perception among people with different media trust preferences.

Keywords:Media Credibility；Media Trust；Audience Analysis

12　Annual Report on Online Hot Words in 2014【Sun Qian】／343

Abstract: The online hot words in 2014 epitomized social development and issues. They cover a variety of fields in the society, including political words such as “Governing the Country by Law”, “Anti-corruption”, and “Naked Official”; financial words like “Anti-monopoly”; technical words like “World Internet Conference”; entertainment words such as “Release on Next Monday”, “Reunion of Faye Wong and Nicholas Tse”; words related to fund-raising events like “ALS Ice Bucket Challenge”, etc. The use of online hot words in 2014 has been hard to forbid. Hot words are used not only by ordinary people, but also by government officials, and an increasing number of media have been contributing to the wide use and spread of these words. The role of online hot words as wind vane of the public opinion is becoming more obvious.

Keywords:Online Hot Words; Public Opinion; Wind Vane