The Guidance Function And Audience Awareness Of News Comment In The Social Transition Period

News comment is the most important form of any news media to express theirown understandings of things, explanation of the world, and to highlight theirattitude and personality style. In the transition period of social history, at thebackgroud of the increasing domination of the new media and popular culture as themainstream of society and culture, to advocate news comment of various mediaand to properly face and meet the tastes and needs of the new audience,and to playthe media's function of "dissemination of the times and to guide the public" throughnews comment, are the issues that media and news people must consider and resolvetheoretically and practically.This article is divided into three chapters. The first chapter is "the functionextension of news comment in the transition period of society", discussing newscomment's functions, specifications and advancing in the social transition period.The second chapter is "the news audience's characteristics and responses in thesocial transition", analyzing the audiences' psychological characteristics, and inparticular discusses the fragmentation phenomenon of public opinions in this period.The third chapter is "the realization ways of the guiding functions of news commentin the social transition period", mainly discussing that the purpose of news commentis first to serve the audiences; the realization of the guiding functions of newscomment is to guide the pursuit of values, focuses on people's lives, paying attentionto the incident and hot social issues.In today's society of rapid development, the media audiences are not only happyto receive information but more receptive to accept different evaluations andattitudes of information, so the stylistic advantages of news comment is quite useful.Various types of media comment will significantly direct and complement each other,with new attitudes to face the audiences, and to guide them to understand the worldin a rational manner.