New Mainstream Media And Public Opinion To Guide Innovative Research

With the social and economic growth since opening policy in China, diversification of personal values and beneficial appeals, the social environment for public opinion is experiencing its significant transformation. Meanwhile, the breakthrough in information and communication technology and emerging new media lead to the structural change of mass media. Therefore, today the traditional mainstream media is facing big challenges, even though it was influential in guidance of public opinion, New mainstream media, however, is taking the traditional mainstream's place in influencing public opinion and becoming key to complementing party newspaper.The thesis analyzes the social environment for public opinion, structural change of mass media and the reason why new mainstream media emerges. With the case of Oriental Morning Post, the thesis studies innovation and practice in new mainstream media's guidance of public opinion and attempts to summarizes three major features: dominating agenda, strengthening commentary and emphasizing news planning. The thesis emphasizes the versatility of new mainstream media. Compared to party newspapers, it similarly convey mainstream values, establishes authority and credibility. Compared to non-party local newspaper, it appeals to the mass by light-hearted language styles and page design. In addition, new mainstream media, compared to massive information and lack of credibility of internet media, has it advantages of quick response, authoritative views and contents on single topic. According to the communication effects, Oriental Morning Post has gained social recognition in innovatively guiding public opinion.