Research On The Dissemination Of Public Opinion By Mobile Media

Mobile is becoming a new favourate of this stage, which outspeeds any other popular media and has an expanding influence on people's lives. It is these cases that declared mobile media as a new tool for dissemination of public opinion, such as "the uncontrolled delivery of messages during SARS period ", " millions of people simultaneously delivering messages in the Xiamen PX case ", " Special issue on earthquake in Mobile Newspaper " and so on.This new tool has three salient characteristics. The first characteristic is its diversity, patency and portability; the second one exists in its extensiveness and interaction; the third one is about its immediacy, inexhaustability on different levels of dissemination and its strong power with low cost.When the traditional media can not meet people's demand of information which is closely linked with the rights of people, the mobile media, distinguished from the traditional ones, naturally replaced them and fulfill the people's demand, playing a crucial role in the dissemination of public opinion. The formation of public opinion of the mobile media is divided into three main stages:sending a message and being the source; forwarding the information and proliferating the opinion; turning into action and becoming the public opinion. This formation of public opinion can be achieved through multiple methods like the dissemination of news information, comments and interaction.At the same time, mobile media often becomes a hotbed for the spread of rumors, and even a tool for the outlaws to spread reactionary political information, organize illegal activities and disseminate superstitions. Therefore, it is necessary to regulate and control the public opinion's dissemination by mobile media. However, considering the difficulties in its orientation, the lack of person for checking, and the desynchrony of relevant policies and regulations.the efforts should be made from "soft" guidance and "hard" control The "soft" guidance can be started with three aspects: changing the traditional concept of mobile media and being open to the public in a positive way; setting up collecting and analyzing mechanism of public opinion by mobile phone and opening democratic channels to guide public opinion;enhancing the quality of mobile media users and promoting the mobile media self-discipline. The "hard" regulation can be started with the management of government's legislation, the real identity system in the registration of mobile phone.