Expert Role In Contemporary Chinese News Media

With the finer social division of labor and increasing openness of domestic public opinion space, more and more experts are quoted in media as important resources, which builds media's brand advantage and column distinctiveness. The expression of experts has become a significant factor to impact the public opinion. Through a deep and comprehensive analysis on the act of experts in media, this article is trying to find a way to coordinate the three roles: media, experts and audience and build a smooth channel, through which the intelligence resources can be broadcast effectively and social development can benefit.First of all, from the definition of intelligentsia, the article will enumerate the three tides of the intelligentsia showing them in history stage of China. Under this background, I will discuss the inevitability of current Expert-Involved-In-Media (EIIM) trend.Secondly, through investigating the innate character and positive meanings of current EIIM phenomenon, the article summaries the new features in contrast to previous similar tides: professional, comprehensive, multi-form and multi-channel and with these new features there appears a more open opinion structure which is featured as authority Vs authority and populace Vs authority. This trend brings rational strength to overwhelm current superficial and entertainment-directed trend of media industry. When the experts are involved in knowledge transporting and opinion broadcasting, it do favor to bring populace to take part in social public affairs and then give a big push to the development of civil society.When a rational and cool eye is put on the EIIM phenomenon, we can also find there are problems and negative impacts. The article will use the reports about the SANLU affair in The Beijing News as a clue to analysis the fact that media tend to exercise experts' opinion in unilateral way to strengthen its standpoint and give a zero reflect on the opposite. That means the media will always be the stronger part with its relation to experts and this will lead to easy misusing of experts' opinion. Then the article will make the Zhang Yiwu affair as an example to show a more obvious unbalanced battle between media and expert. There the media misinterpret the experts' opinion and induce the audience to give more sentimental reacts.At last, the article tries to discuss how to construct a healthy environment to make the EIIM develope on the right way.