The Analysis Of Online-Investigation Based On Internet Opinion Poll

The reason of the existence and development of poll has been revealed by a well-known saying that, "No investigation, no right to speak".In the background of Internet information era, network media become a mainstream media as a new force suddenly rises which are shaking the traditional media pattern. Facing various social events and issues, people's citizen consciousness is more and more strong and the enthusiasm of participation and discussion is growing. Online-Investigation is being initiated by net media and accepted by most people, while the result of Online-Investigation has been the materials and source of most net medium. Information select probability as a theory provides interpretation and explanation of why Online-Investigation has been so popular.From the perspective of surveying sponsors, carrying out "Online-Investigation " is not only the performance of medium collecting and guiding public opinion initiatively, but also phenomenon of medium double agenda-setting model. Firstly, medium initiates an investigation using the network platform to attract the majority of Internet users to participate in the investigation, which forms "netizens issues" in the virtual space and conduct the first agenda setting by way of this informal survey. Secondly, the survey results are reported and read through the more formal way of newspapers, television in the audience to complete a second agenda setting. Double agenda setting enhances importance of the issue, enhances the audience's attention, and builds a" quasi state space" for the audience. From the perspective of survey participants, audiences are involved.In the Internet about Web2.0, the comments of netizens become a "fragmentation" situation. Media use network technology launching an investigation issues. To a certain extent, the opinion of public played a "binder" and "integrating fragmentation" role. At the same time, it has positive effects on guiding social mainstream and promoting values. However, there are some limitations about "online survey". On the one hand, as a kind of social investigation, the investigating method and procedure of Network polls are too simple, and the reliability of result is hard to be guarantee. On the other hand, as a new product of medium settings, which has been affected by medium's objective cognitive and subjective benefit, has some unavoidably bias in Public opinion direction. Therefore, in the process of network polls, the medium should abide the responsibility, conduct agenda-setting correctly and Guide social public opinion. At the same time, the audience should be dialectical on Online-Investigation and have rationality and independence on objective environment.