On The Deviation Of The Guidance Of The Media's Public Opinion In The Postnet Era

In the post-net era, the different kinds of medias which regard the press, broadcast, TV, internet and short messages of the cellular phones as their supporting points act originally, at the same time, they strive to augment the capacity in order to make themselves become the groups holding many medias. This kind of super-media system which looks on internet as the platform makes the human's communication environment and means changed extremely. The theory of the social responsibility claims that the media, as the public tool, undertakes inevitably a series of important social public functions, and the primary aspect is guiding the public opinion. This kind of right of the media's public opinion demonstrates the increasingly leading position in the process of forming the public opinion and expansion of the public opinion. In generally speaking, the guidance of the media's public opinion has achieved many successes in our country, however, owing to the complex of the social public opinion and the audiences' psychology, it does not act as the rules of the public opinion communication and audiences' psychology to a certain degree, thus leads the deviation of the public opinion of news.The thesis starts with the deviation of the media's public opinion in reality, and analyses the reasons of emerging the deviation in theory, then proceed to finding a way of removing it, so as to guide the practical work of the guidance of the media's public opinion better. The resent situation of the guidance of the media's public opinion in the post-net era is analyzed first in the thesis. Today's society is in the post-net era, the social public opinion appears new characters in the new communication environment. The second chapter combs the phenomenon of thedeviation in the practice of the media's public opinion nowadays. The third chapter mainly discusses the theoretical problems of emerging the deviation of the guidance of the media's public opinion, and on the basis of this, puts forward the ways to remove the deviation.