The Study On Traditional News Media Guide Path Transformation

Ten years after the new millennium, the Chinese news media guide has undergone profound changes.Accelerate the social transformation of China into the community of interest adjustments increased to speed up the contradictions in society,change is directly caused by mass incidents,emergencies more.Internet dissemination of new technologies widely used in China, a blog post, a post can become the center of public opinion, which thoroughly deconstructs the hegemony of traditional media information. Media reform to speed up dissemination of international factors, also affect the pattern of changes in the news media to guide the important reasons. Under such a background in traditional media guide are outdated. At present, the traditional news media is the main instrument guiding public opinion news, how to do news media guide, enhanced ability to guide public opinion, is the new hem in the traditional media, the situation is an important topic, this earnestly hope the party and the country and put forward new requirements.The new situation, the traditional media to do the news media guide, is bound to lead the path to transformation of the news media. News media guide path transformation, not simply change the boot mode to improve skill guide, but a comprehensive change. First, we must change their ideas. From the traditional, single communication system, the shackles, the establishment of information legislation newspaper, news station established thinking, according to news dissemination of information law. Second, we must change the mentality. To the audience as the center to protect the audience right to information, participation, expression, and to oversee. Over the years, traditional media hold control over the dissemination of information, the audience has been in a passive position. Change the asymmetry of information dissemination, traditional media should be given to the audience choice and freedom of expression. In addition, change style, change perspective, change oriented mechanism, expand the channels are to guide the path of traditional media, the news media an important part in transition.Currently, the industry, academia is aware of the news media guide path transformation problem, but research is not sufficient.Based on the analysis of cases on public opinion in recent years,attempts have summarized the current traditional media,the news media to guide the successful experience and lessons from mistakes,and then clear the path to guide the direction of transition,to explore possible ways to guide the path of transformation. This is not only practical guiding significance to the press, at the same time by the news media research and constructive.