Research On The Guidance Strategy Of Public Opinion Of TV Mainstream Media In Pan - Propagation Environment

The word of "Pan spread" was first seen in 2001 published in the "Journalism and Communication Studies" and "pan-spread notion- a theoretical model based on the propagation trend analysis" article, in 2002, the author, now Nanjing University Network Communication Research Center Professor Du Junfei(CMCRC) Director published his book "filled with the spread," and in this book explains in detail about its "pan spread" concept group. In the book, a detailed discussion of the theoretical model of pan-spread basic structure, control and content information liberation, newsworthy information systems as well as the evolution of the times clutch filled with other aspects of the media involving online communication environment, information dissemination hierarchical division, information spread the flow of a series of specific questions and information dissemination model permissions, etc., on the line media and online media positioning,responsibilities and develop strategies to develop guiding significance.According to the theory of defining the concept of pan-spread group and the current development of new forms of media ecology, can say with certainty that the news media has entered a "post-gatekeeper era." In this era characterized by traditional media gatekeepers have been sufficiently weakened position, whether it is those who pass, the media or the audience have entered a "generalization of development" model. Dissemination of information is no longer simply to teach the relationship, everyone is both a recipient of information, but also a disseminator of information,thus bringing adequate "to the center" of the propagation characteristics. This role change is reflected in a direct challenge to the authority of public opinion, it is China’s national conditions, the direct manifestation of the traditional mainstream values digestion and moral values, and this is very scary. Thus the spread in the form of complex and diverse values, and how to maintain the central role of public opinion and influence the mainstream media, thus ensuring the stability of the whole system of the basic values of society, is the problem of the mainstream media to guide public opinion should be the first consideration.This article is to this theory, combined with media ecology, geography and public opinion related to the principle of media to learn, to think deeply heterogeneous and diverse contemporary media environment in the mainstream media to guide public opinion the problems. The full text is divided into five chapters, the introduction part on the background, significance and the current academic overview of existing research results interpretation; the first chapter of the television mainstream media has emerged to guide public opinion issue case-based discussions Pan propagation environment The problem of irrational spiral of silence; the second chapter to spread the concept of group-based pan, combine media ecology, geography and media related to the principle of public school building under the pan spread spread level background, dissemination and propagation path model space diagram; The third chapter of the model-based television mainstream media pan spread environment SWOT analysis, a clear pan-propagation environment of the mainstream media itself and environmental conditions; SWOT analysis based on the results of the fourth chapter attempts to develop pan-propagation environment under the mainstream media’s public television guided strategies to guide public opinion on the current mainstream media research and industry development has been beneficial to help.