The Stigmatization Risk Effect and Governance in the Network New Media: A Case Study of the Death of Yang LEI

The 21 century is a network era, nowadays the booming new Internet media has spawned Chinese group network public crisis one after another, especially stigmatization caused by the frequent public network opinion, and most of the incidents are generally long-term concerned by the public, including some widely criticized issues that involve public confrontation with the government. Once an event exposes, it will spread immediately and attract the public attention;then in a short time hyping the related event with stigmatization makes it be a hot topic and evolve into group network public crisis. Based on the research results of Chinese and foreign scholars on the stigmatization, this paper attempts to analysis the spread of the “death of Yang LEI” in the context of big data combined with the specific situation of China's current transition period. The study observes the context of the incident, real-time tracking of the latest developments in the event, accurate positioning of the storm eye public opinion and the views of leaders. This paper explains the causes, processes and social risks of stigmatization in social interaction, and points out the breakthrough of the panoramic governance of social risks caused by stigma. Hoping to be accepted by social managers, and look forward to being applied to the framework of social risk control measures.