Research On The Guidance Of Traditional Mass Media To The Internet Public Opinion

This paper takes it as a topic that traditional mass media guides the Internet public opinion, comprehensively inspects the present Internet public opinion's character and the guidance situation that traditional mass media to the Internet public opinion in our country under the new historical condition, it also points out the deficiency and cause which exists in this guidance process. The article ends with its own view on which the traditional mass media how to guide the Internet public opinion.This article holds that our internet users are mostly composed of young people who received the low education and income in the longer future. Besides, the Internet public opinion will focus on fields such as the gap in wealth and system fairness for a long time. So the task shouldered on the traditional mass media will be more urgent.With the rapid development of China's network, the interaction between traditional mass media and Internet public opinion has reached a new peak, but, under the influence of different media ideas, Our traditional mass media, especially the party publication still pays main attention on the national propaganda, on the other hand, relatively ignores the guidance process of the Internet public opinion, which resulting in two fields of public opinion; Moreover, because lacks the ability to accurately grasp the essence of Internet public opinion, the traditional mass media still unclear the role and oversimplifies the methods in the process of the guidance, which weakened the guidance effect.Finally, embarked from the reality, this article proposed that currently traditional mass media must abide by some basic principles and methods which should be followed to guide the Internet public opinion, correctly including: adhere to the basic principles of the party spirit; adhere to the basic principles of mass line as well as respect the basic law of developing Internet public opinion and so on.