To Explore The Digital Public Opinion - Our Opinion Poll Reported Study

With the development of political democracy, market economy and mass media, polling report has become a familiar news report type in China. The research fully described and analyzed the development and status of Chinese polling report.The paper has made in-depth analysis on the background and conditions of polling report in China, from six different perspectives:democratization of politics, market economy development, journalism reform, social science development, audience demand and public opinion institutes. By taking the new situation and new features in the last 10 years into consideration, the development of polling report in China can be divided into three phases. From 1984 to 1993 was its beginning stage, and the polling report was few and strictly controlled; During 1993 to 2002, the polling report began to develop but did not achieve its prosperity; Since 2002, the polling report has stepped into its new developing phase, the mass media report more polling reports distributed by the third-party institutes but less report led by its own. In general, the third phase is not a breakthrough compared with the former phases.As for the status research, the paper has made content analysis on the late polling reports on various mass media, finding that polling report in China is lack of attention. For the report type, the media-led report is less than 20%; from the nature of initiating institutes, more than 60% institutes have government background; and the research methods are not professional.For the media-led polling report, the paper selected China Youth Daily, Dahe and Dongfang Daily as three cases, and made detailed analysis to the three typical models. For the non-media-led polling report, the paper analyzed three types of public opinion institutes and their report distribution patterns.Based on the analysis above, the paper suggested that media build reasonable polling report model and media staff enhance social science literacy. For public opinion institutes distributing report to media, the paper suggested to reduce the self-value report from institutes with government background. And professional institutes should cooperate with media to expand influence. For research approach, the paper suggested to use on-line survey cautiously, and use more professional methods.