New Media And Traditional Media Combined The Party Newspaper Opinion To Guide Efforts To Enhance,

At present, the newspaper industry of China is in the key period of changing, theemergence of new media has changed the original media environment and pattern, howthe traditional mains media issues a mainstream sound, guides public opinion correctly,is a main task which must be solved currently. Especially for the party newspapers,which want to maintain their mainstream position in the intense media competitiontoday, must develop with the new media complementary, timely and effectively, therebyexpand the range of audiences, change the mode of development, enhance the strengthof public opinion guidance. Bright cloud medium under the Guangming Dailynewspaper group, launched in2010and built the first real sense of electronic newspaper,it's a new logo of mobile Internet era of traditional media to new media,. This articlewill analysis from the bright cloud medium which is a representative of Party organsand digital media combination of new media and new format, summing up the past inthe guidance of public opinion and the dissemination of information in the process ofsuccessful experiences and practices, to draw lessons to the traditional mainstreammedia especially the party newspaper reform.The main part of this article consists of three chapters. The first chapter, discussesthe establishment of bright cloud medium, including the introduction of its causes,characteristics and innovation; the second chapter, combine thr bright cloud media as anew medium, advantages and characteristics, and the factors such as monograph,column, layout and other ones, analysis how to enhance public opinion guiding strength;the third chapter, summary the advantages in the public opinion guidance of new mediasuch as bright cloud medium today, summarize and find the problems and offersspecific opinion and proposal in how to further enhance the capacity of public opinionguidance.