A Study on the Innovation of Public Opinion Guidance Work in Colleges and Universities in the Era of Media Convergence

With the rapid development of media convergence technology, public opinion communication has the characteristics of concealment, risk and interaction, which brings great challenges to the public opinion guidance work in colleges and universities. At present, there are some problems in the public opinion guidance work in colleges and universities, such as backward ideas, insufficient integration of resources and low quality of content. Therefore, colleges and universities should grasp the correct guidance of public opinion, construct the guidance system of public opinion, build the response mechanism of public opinion, strengthen the construction of talent team, and improve the scientific level of public opinion guidance in colleges and universities in the era of media convergence.