Research Of The Rise Of Local Broadcast Hotline Programs For Supervision By Public Opinion

In recent years, supervision by public opinion begins to appear in media and plays a very important role which cannot be substituted by other supervision forms. However, due to the undeveloped supervisory mechanism, imperfect supervisory environment and lack of effective protection by media laws, media supervision by public opinion in China encounters some difficulties and this influences its further smooth development.The report of Sixteenth CPC National Congress strengthens:"to deeply understand people's conditions, fully reflect people's opinions, widely collect people's wisdoms, practically cherish people's decision-making mechanism, and promote scientific and democratic policies". The report also points out:"to conscientiously make government affairs public, strengthen organizational and democratic supervisions and play the role of supervision by public opinion". The report gives new requirements and standards for the further development of media strengths and supervision by public opinion. Although supervision by public opinion plays a special role in social supervision mechanism, it is not affiliated to the government. So it is not mandatory and the enforcement is weak.In the middle and late 1990s, programs like Newsline were popular in the national and provincial broadcasting stations. But it was not feasible in the local broadcasting stations. This pushed them to find new way and they set up hotlines to promote direct talks between ordinary people and administrators in the government. People could reflect the practical problems they came across in their daily lives in the hotlines and the government affairs and public information could also be supervised by public opinion. These hotline programs played an effective role in mitigating local conflicts, maintaining local security, and promoting local harmony. Moreover, these hotline programs produced significant positive effects in the local areas. These hotlines not only reform the traditional forms of supervision by public opinion, highlight broadcast social function for supervision, and extend broadcast programs'innovation space, but also develop broadcast merits:quickness, wide coverage and convenient communication. Therefore, the hotline programs promote the media influence of local broadcast According to statistics, there are more than 100 local broadcast stations opening this kind of hotline programs till now. So the "Sunshine Style Hotline" program is a very popular and common phenomenon in local broadcasts. The rise of this kind program is not accidental. It is the necessary result of media supervision by public opinion, especially the broadcast media. It is also the result of socialism political civilization development and has strong practical significance.Beginning with the analysis of "Style Hotline" program opened by Binzhou Broadcast Station and "Sunshine Hotline" program hosted by Shandong People Broadcast Station, the author who works in the Binzhou Broadcast Station conducts researches in the background, characteristics and functions, existing problems, and developing prospects of these hotline programs. How these hotline programs promote broadcast strengths, unite administrative supervision, media supervision and public supervision together, and innovate broadcast supervision form is also the research emphasis in this article.