摘要：

Abstract:

【Purpose/significance】By innovating the mechanism of public opinion management and guidance in colleges and universi⁃

ties, the huge challenges of public opinion management and guidance in colleges and universities can be effectively solved, which

caused by the spread of network public opinion in the media age.【Method/process】Through the analysis of the formation path of uni⁃

versity network public opinion, this paper points out the existing problems of university network public opinion management and con⁃

trol. It also puts forward the basic principles that should be followed in the control and guidance of university network public opinion.

Further, through the establishment of university network public opinion response index system, public opinion real-time monitoring

and processing mechanism, public opinion dynamic change tracking mechanism, public opinion trend control mechanism, public opin⁃

ion guidance linkage mechanism, opinion leader training mechanism and other ways, realizes the innovation of university network pub⁃

lic opinion control and guidance mechanism.【Result/conclusion】The research results show that there are some problems in the man⁃

agement and guidance of university network public opinion in the self-media era, such as not timely handling, not in place guidance,

and opaque information. Therefore, according to the four principles of seeking truth from facts, being fair and open, adhering to unified

coordination, and adhering to two-way interaction, the innovation of university network public opinion management and guidance

mechanism is completed, so as to avoid the adverse impact of the outbreak of network public opinion on universities ring.【Innovation/

limitation】The next research work planned in this paper is to build a university network public opinion working mechanism and realize

the standardization of the form and content of campus network public opinion reports, so as to better respond to and deal with universi⁃

ty public opinion events.