An Analysis of the Governance Path of Government Online Public Opinion in the Era of We Media: A Case Study of the "Songshan Free Cabbage Picking" Incident

Abstract

The rapid development of We Media has reshaped the ways in which social information is produced, disseminated, and interacted with. The generation of public opinion has entered a new stage characterized by decentralization, strong interactivity, and high diffusion. As a result, government governance of online public opinion faces heightened uncertainty and complexity. This paper takes the public opinion incident of "free cabbage picking" in Songshan District, Chifeng City, Inner Mongolia as a case study. On the basis of sorting out the propagation chain of the incident, it summarizes the typical characteristics of We Media public opinion, analyzes the government's shortcomings in rapid detection, precise assessment, authoritative response, and collaborative governance, and proposes improvement strategies from three dimensions: mechanism construction, process optimization, and capacity enhancement.