Newspaper Public Opinion To Guide Research In The Context Of Social Transformation

The paper starts from discussing basic concepts such as public opinion and public opinion guidance, then does some research on the common discipline of public opinion campaign and public opinion guidance and discusses the prominent characteristics and special discipline of public opinion guidance based on its features of mass communication, especially newspaper communication.This paper demonstrats close relationship between the pattern of public opinion guidance and the structure of social politics and economics, then studies the process of the pattern of public opinion guidance in China, investigates changes of the pattern of newspaper public opinion guidance led by social changes happened in the past 30 years since the reforms and open policy initiated, focusing on the overall features and basic methods of newspaper public opinion guidance' s pattern at present in China. As the social transition carrying forward, the newspaper public opinion guidance is now facing the new huge challenge, so new ideas of reforming newspaper public opinion guidiance are carried out in this paper.This paper also has deep thinking on the following aspects: how to guide the public opinion effectively by using the agenda-setting function of newspaper, how to promote benign interact among government agenda, media agenda and public agenda. It also elaborates the topics which plays the role of the main pattern of newspaper public opinion guidance such as the topic report, typical case report, emergencies report, central issue report, the past and current situation of public opinion supervision, the exsiting problems and challenges and the way to reform in the future. The paper brings forward some news writing ideas that must be updated in order to elevate newspaper's ability in guiding the public opinion.