Research On The Coverage Of Public Events Of Traditional Media

The emergence of the Internet expands the living space of human beings, which provides new medium for the traditional public opinion. Along with the popularity of Internet and the progress of social democracy, the activeness of Internet users’ remarks has reached an unprecedented level. As a result of the network communication and the media amplification, many ordinary incidents of ordinary people in small places may develop into public events as long as these incidents involve public interests or they are participated by the public and therefore attract much attention of various circles of society including government.The generation and development of public events cannot be separated from media report. At present, our country is experiencing social transformation and various contradictions are highlighted. Thence, public events frequently happen. The tremendous social influence of such events has drawn much attention of governments, medium and the public. But currently, our country’s experience of controlling network opinions is immature and there are still difficulties in guiding public network opinions. A great deal of untrue reports on the Internet and radical remarks greatly affect the reasonable solution of public events. Therefore, the traditional media should be made full use of to ensure the effectiveness and credibility, to release the information and guide public opinions timely, precisely and completely and to build social communication platform. Only in this way, could the incidents be resolved and the contradictions be eased quickly and effectively. And then the social panic could be cleansed and the stability of society could be maintained.From the perspective of public events, this thesis explores their essence, characteristics and the reasons why they happen frequently and based on the direction of public opinion and the theory of social responsibility of traditional media, this thesis also concerns about the establishment and the expression of public events from the traditional media in the network environment. By applying the frame theory and the method of content analysis, this paper analyzes the typical cases about public events coverage in the five years from2007to2011and comprehensively surveys the reports about these public matters covered by traditional media represented by newspaper, trying to conclude the characteristics, development and changes and existing questions of public events coverage. And some improvement suggestions on public events coverage of traditional media are brought forward.