The Operation Strategy For The Party Newspaper To Promote The Guidance Of Public Opinions In New Media Time

The development of network and new media technology not only changes the propagationenvironment and the media ecology, but also brings a far-reaching influence on the mediaselection, opinion expression and information consumption habits of audience, which has spreadto many aspects in the development of the traditional newspaper industry which is based on partynewspaper, such as the continuous reduction of its audience market share, the graduallyshrinking of its management profits and the declining of its social influence. At the same time,the rising of network transmission has already changed the existed discourse system and formeda new relationship of opinion field game. The nongovernmental opinion field represented bynetwork and the foreign opinion field represented by foreign media have offered a new challengeto the official opinion field represented by the traditional party newspaper, which makesexploring an effective way to promote the guiding force of party newspaper be a realistic subjectwithout delay. In view of this situation, the central, province and municipal party newspapercontinue and strengthen the influence of newspaper via creating website, electronic and mobilephone newspaper, but their effect is not ideal. In the year of2010, the appearance of micro-blog,a remarkable new media, has quickly become an important media center via its specialtransmission advantages, which offers a feasible way for party newspaper to join the new media.This paper takes the Sina official micro-blog of People Daily as a subject and makes adetailed study on its management strategies of information transmission and opinion guidance.Itis found that making an effective application of party newspaper traditional resources is the keyfor this micro-blog to gain the success.The huge traditional information resources, audienceresources, human resources and the professional news-producing experience make “@People’sDaily” meet the audience’s needs for fast, accurate, professional and high-quality content in thenoisy network environment. Meanwhile, making good use of transmission characteristics andmethods of the new media has raised the influence of “@People’s Daily” in the opinion fieldgame.The party newspaper must promote its guiding force of public opinion not only via applying micro-blog’s transmission characteristics and technology advantages, but also via transformingthoughts, promoting cognition and vigorously joining the new media.It also must apply theexisted resource advantages on the basis of completely respecting the dissemination rules of thenew media, and integrate disseminating advantages on the basis of improving the ability ofcloseness, service and being professional of news and opinion expressing in order to gain theapproval and respect of audience, to consolidate and improve its power of accountability andinfluence and to get the initiative of guiding the public opinions.