The Study On The New Situation Of Government's Public Opinion Leading Under The New Media Generation

This article is an original study on a new framework of government's guidance of public opinions under the new media generation.Nowadays, Chinese people have witnessed rapid development of multimedia, internet, as well as mobile communication technology, leading China into a brand-new information society. Along with this, great changes have taken place in the media ecosystems, making the media marketing environment even more complicated. The reconstruction of multi-media and multi-industry have already changed the old public opinion patterns in China. The government's monopolization of leading information and guidance of public opinions have no longer adapting the rapid development of information society.Under the transformational stage, with complex social and benefit conflicts, China has to make great efforts to enhance the government's ability in guidance of public opinions.The enhancement of public opinion guidance is very important to proper political direction, which is a prerequisite to the stability and harmony of our country. Therefore, the construction of a new framework of government's public opinion leading is of great value for the sustainable development of information society.The main aim of this research is to analyze the importance of government's public opinion leading under the new media generation and the issues which need to be concerned, then explore proper strategies to enhance the government's ability in public opinion leading process. In this study, a set of complex methods were used, including literature review, case analysis, comparison and data investigation.The dissertation consists of three parts. The first part defined the basic concept of new media and public opinion and described the current situation of public opinion under the new media generation. The second part described the traditional media's public opinion leading pattern under the new media generation and the development of new emerging media's guidance of public opinions, then analyzed the advantages and limitations of both patterns, as well as the interaction between traditional media and new emerging media. The third part analyzed the realistic condition of government's public opinion leading and the existing problems, then explored practical strategies to the construction of a new framework of government's public opinion leading under the current situation of multimedia integration.