The Research On Enhancing The Media's Guiding Ability

In the context of a harmonious society, it's of great significance to promote the establishment of a harmonious society by enhancing the media's guiding ability. In this thesis, media opinion guidance mainly refers to the media's guidance on social opinion under the direction of the Government. Specifically, the news media are tools and instruments of Government to guide public opinion. The news disseminators express their attitudes and views on a certain thing or a phenomenon by selecting, organizing, editing and producing news and all sorts of information. These contents will influence the audience once they are spread out, directly influence the audience's thoughts and actions, and make them change towards the direction that the rulers expect. The essence is that the Party and Government guide social opinion through news media, enhance or weaken the audience's attitudes and ideas by guiding public opinion, and point out behavior direction for the audience.With the continuous social development and progress, it has been raised to a new height to enhance media's ability of guiding public opinion. Based on the new situation of China's social development and the present status of China's media opinion guiding ability, the thesis makes some analyses of the obstacles and bottlenecks which obstruct China's media in the course of improving their opinion guiding ability. By integrating the examples of media opinion guidance, it puts forward some specific countermeasures to improve media's opinion guiding ability from future prospects.At present, the unreasonable social class structure causes various conflicts obviously. Diversification of social classes and interests leads to diversification of public opinion. Some government departments are not sensitive about and are not good at using media to guide public opinion, which blocking instead of leading reports on important events. Some media practitioners who are not of high journalistic quality bring bad influence on media's authority and public credibility. Knowing little about the law of media public opinion guidance, some journalists make easy conclusions without investigation and analysis on incidents. The lack of effective supervision over the new media gives too much freedom of speech to the network media, etc. The status holds up promotion of the guiding ability of media public opinion. The thesis believes that, by adhering to the principles of correct media public opinion guidance, making government departments at all levels be fully aware of the function of media opinion guidance, paying attention to the function of government departments to assist and supervise the media in raising the level of public opinion guidance, and strengthening government supervision over media public opinion guidance, media can enhance effectively the guiding ability of public opinion, so as to promote the establishment of a socialist harmonious society.