每经编辑｜程鹏 近日山东一村支书称在网上卖农作物小米，被小米公司法务以"关联雷氏营销"为由投诉下架视频，引起热议。12月12日下午，@小米公司发言人 发布澄 清说明，回应所谓"小米公司不让卖小米"一事，主要内容如下： 运用法律武器,坚决维护自身合法权益,是每个 人、每个机构的正当权利。感谢大家对小米的关注 和支持,我们也呼吁大家一起,坚决对虚假网络信 息说不,对刻意挑动网络舆情的行为说不,共同营 造风清气正的网络舆论空间。 关于近日某社交媒体账号发布视频 ，歪曲事实、恶意造谣所谓"小米公司不让卖小米"一事，向大家特别澄清说明： "相关视频内容，完全失实，是彻头彻尾的歪曲与污蔑。此前，我司对该账号部分内容的投诉，针对的是其恶意模仿、捏造污蔑，对我司及我司高管名誉 的侵害行为，并非针对"小米"二字或"小米"农产品的正常使用。将投诉行为曲解为"不让用'小米'二字"，是偷换概念，以"助农"议题为名，行污蔑造谣、 博取流量之实。 长期以来，小米一直积极支农、助农，通过各种方式助力乡村振兴，履行社会责任。目前，小米已在贵州、云南、湖南、河北、新疆等多地捐赠支持乡村 学校及农场发展。以"小米图书馆"为例，2019年起，小米 ...

Core Viewpoint - The article emphasizes that online public opinion is a complex phenomenon that reflects public attitudes and emotions towards social issues, and it should not be simplistically categorized as crisis management or a branch of communication studies [2][3]. Group 1: Nature and Characteristics of Online Public Opinion - Online public opinion is a manifestation of social discourse that is influenced by various factors, including political, social, economic, psychological, and legal aspects [3][4]. - The complexity of online public opinion requires a multidisciplinary approach for comprehensive understanding, integrating insights from political science, sociology, economics, psychology, communication studies, and law [3][4][18]. Group 2: Formation Mechanisms - The formation of online public opinion is rooted in social structures and psychological mechanisms, with feelings of social inequality and relative deprivation being significant underlying causes [5][7]. - Internet technology accelerates the formation and dissemination of public opinion, providing platforms for expression and reducing psychological barriers to sharing opinions [6][19]. Group 3: Stages of Development - Online public opinion typically progresses through three stages: occurrence, diffusion, and decline, each characterized by specific psychological mechanisms and public engagement [9][10]. - During the occurrence stage, an event triggers initial public interest; in the diffusion stage, information spreads rapidly, leading to diverse opinions; and in the decline stage, public attention shifts away from the issue [9][10]. Group 4: Governance Strategies - Effective management of online public opinion requires collaboration among multiple stakeholders, including government, enterprises, and various institutions [11][12]. - Governments play a crucial role in regulating and guiding public opinion, emphasizing the need for legal frameworks and timely communication to prevent misinformation [12][13]. - Enterprises must monitor public sentiment and respond to crises effectively to protect brand reputation, while also ensuring responsible content management on their platforms [14][15]. Group 5: Future Directions - The evolution of information technology presents both challenges and opportunities for online public opinion management, necessitating a focus on ethical considerations and cross-border collaboration [19]. - Future research should continue to explore innovative approaches to managing online public opinion, aiming to balance freedom of expression with the need for social order [19].