Mass Media In Sociology Perspectives Guiding Force Of Public Opinion Research

In market areas, the new environment, science and technology to improve the factors under the action of the mass media with a strong growth trend and change people thought, work and life in all spheres of influence. But there are many social problems. In recent years, our country is in the social transition period, frequent natural disasters of the social background, the knowledge and values and social in the blank, so the mass media and public opinion guidance and direction of the dynamic force for social stability and social justice developed far-reaching Influence.This research mainly adopts the questionnaire survey, the media which influences with the investigation unit in xi'an, practitioners to the unit of a media practitioners to the investigation of the object. Use of system theory of social control and communication and so on,the group of the mass media into contact with the present situation and level, the mass media to their level of influence of the mass media and public opinion guidance to the specific comments and these three points to investigation and analysis. From the media practitioners, to use social control and communication theory and medium system, mainly through the mass media in the use of the respondents to the mass media and public opinion guidance of the evaluation, the two sides conducted investigation and analysis with a view to analyze the status. Researcher found that the mass media in the current social condition for the public opinion guidance of the interactive process, the general was in good condition, but in the credibility of the media, the media, the responsibilities of the media, there are still certain issues, a result of the main reason is that the mass media and public on the interaction and communication is not running unobstructed, for its own location have led to the end, the social control functionality cannot be effective. Therefore, this research mainly from the start of the public media exposure to in-depth analysis of the mass media public opinion guidance of the situation and problem with a view to put forward some of the mass media of public opinion guidance and advice.