On The Necessity And Feasibility Of The Guidance Provided By The Mainstream Media To Internet Opinion

With the rapid development of Internet technology, the Internet media has been the fourth media besides newspaper, radio and TV. Internet opinion has been developing extremely fast and its influence has been increasing day after day. Internet opinion has been playing a very important role in the development of democracy of our country. But it also contains some elements that will break the social stability and unity. Therefore,we need to think thoroughly about how to judge and lead the Internet opinion. The methods to lead the Internet opinion include government guidance, moral construction, Internet surveillance and so on. Among all these methods, mainstream media plays a vital role and is the main force to guide the Internet opinion to develop in the right direction.This thesis makes an objective research on: what is Internet opinion and its characteristics in recent rapid development; if mainstream media needs to guide Internet opinion ; what advantage mainstream media has in this process. The purpose of this research is to provide useful methods to guide Internet environment into healthy and orderly development.This thesis suggests a developing route of Internet opinion based on its detailed history and chooses the narrow sense of Internet opinion as the discussion object. Through the research on the element of Internet influence, this thesis thoroughly analyzes its characteristics.This thesis argues that Internet opinion is extensive, explosive, spontaneous and transparent.This thesis also discusses in details the necessity to guide the Internet opinion. Different from the past researches, this thesis analyzes its advantages and disadvantages objectively from different aspects, instead of just criticizing the disadvantages of the Internet opinion. Considering the requirement of social development, social stability and its own disadvantage, this thesis is of the opinion that the Internet opinion shall be paid much attention to and guided properly. This thesis also analyzes if Internet opinion can be guided by mainstream media. The past researches always directly suggests the methods for mainstream media to guide the Internet opinion. But this thesis first analyzes the feasibility to guide Internet media and then uses statistics and samples to explain under what situation this kind of guide of mainstream media can be workable. After analyzing the above aspects, this thesis arrives at a conclusion of workable and effective methods for mainstream media to guide the Internet opinion: enhance the surveillance on the development of Internet opinion; improve the guiding methods; reinforce the cooperation of related departments.The main theoretical and practical value lies in: with thorough and objective analysis of the past researches, as well as with the support of statistics and samples, the thesis shows the necessity and feasibility of mainstream media's guiding influence on Internet opinion.