| Along with newspaper, radio and television, the internet has become another major media platform of communication in people's daily life. With the advantage of the computer technology, more and more information and ideas are shared and exchanged on the internet in forms like BBS, online community, blog, MSN, etc, which has become very much a challenge to the traditional mainstream public opinion. As a result, the internet has become an open sphere for discussion of the public affairs, as well as a catalyst for the transform of public opinion from potential to dominant.Of all ages in a society with mature media system, the mainstream public opinion always co-exists with the unauthorized one from people to people. In China, it is obviously that the mainstream public opinion is always initiated and directed by the traditional media. However, with the recent rise of internet communication, online public opinion sphere has set the stage for itself and challenged the traditional one in a very aggressive way. The two public opinion spheres are doomed to get more and more involved with each other in a positive way and the communicational interchange between them are definitely inevitable.Analysis in this paper shows that there are interchanges between the internet and traditional public opinion sphere. Each link of the online public opinion gathering will be processed with the help of traditional media including newspaper, radio and television. This study is trying to prove that in such a multiple-media society, involvement and interchanges between the internet and traditional public opinion spheres are achieved on the basis of personal communication. The analysis will be conducted on basis of the use of statistics and case study and multiple perspectives will be given to the interchange. As a result of this study, two major interchange-forms will be concluded from the analysis and hopefully it could shed lights on the future study in this field. |
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