Guiding Public Opinion. Controversial Event News Reports

Since the start of market-oriented media, sharing and developing controversial news resources is the important component of getting audiences' attentions as well as occupying media market. Looking for troubles, events and controversial case is the important way to measure the accomplishment of journalists as well as the operative ability and influence of media market. The operation of market-oriented media make the audiences got great attention, the level of serving audiences and advertisers becomes one of the most important way to the survival and development of media, but at the same time, it makes media tend to vulgarize and sensationalize, which appears inthe report of controversial news——blindly following the trend, lacking of correct public opinionguidance and the professionalism of news, contrary to press regulations and information ethnics etc. All of them bring serious effects to the scientific development of media as well as the formation of good ecological media environment, and influent the construction of harmonious society as well as harmonious media.At the backdrop market-oriented economy and knowledge-based economy, this article holds that the report to controversial and study to opinion guidance is not only the need to construct harmonious media ecological environment and opinion environment, but also the need of harmonious media and society. Different views of the game are the motivation to promote democracy and the legal system, fairness and justice. The report to controversial news should base on the need to construct harmonious opinion environment, do utmost to create harmonious speech, highlight the controversy, delivery different voices, and create harmonious opinion environment. Of course, we must uphold the Party's leadership of journalism, the media must be unanimous to The CPC Central Committee in the major dispute. Adhering to the harmony of party newspaper's dominance and Metropolitan newspaper's diversity, under the unwavering principle of "II" approach, reflect the diversity of expression. Insist on the combination of brand and civilian, head for various dissemination of speech and opinion guidance approach.Public opinion and the attention of public are public resources of society, if the journalists do not know how to develop, use, guide, control them, is not only a great waste, but also impede the democratization process. Rational development and use of controversial public resources, and should win public resources in trust, obtain public opinion in interaction. Media should respect the facts, adhere to the principles of fairness and justice. Especially in the face differences and disputes of mews facts, the press should vigorously carry forward the spirit of journalism, and seriously carry out the survey, do their efforts to close to the truth, provide detailed information and basis which make public could distinguish right and wrong. To enhance the government's ability of using news media, the news media should respect media law and rationally use agenda-setting theory. Finally, in the face of diversity and pluralism of controversial news events report, in particular, network and other new medium's active participation forms masses of controversial information and views, all of them make many receivers lose their ability of sense and judgment. Improving people's media literacy is the important measure to prevent the lack of capacity to rationally assess the view provided by media.In short, to maintain sustainable development of media, enhancing the credibility of the media, correctly guiding public opinion, helping the government to resolve conflicts, coordinating the society are its main purpose; and insisting on the fact, fairness and justice, achieving to public opinion consist with the government is the common pursuit of professional ethics and journalism, as well as the building of a harmonious society and public opinion environment. The report of controversial news events' opinion guidance should actively practice the "must", which can be seen as guiding the healthy development of the media and constructing favorable media ecology. In this way, facing the report of controversial news events, new media can't be offside, harmoniously coexisting in the media eco-system, becoming "competing-cooperating" development.Controversia and guide public opinion should be actively practicingwhich can be seen as guiding the healthy development of the media and the media to build a environment for ecological indicators. the face of controversial news events, new media can not be offside, the traditional media can do is not the absence, in of harmonious, "competing" development.