Traditional Media Network Times For The Initiative Of Public Opinion Research

The rapid development and changes of the Internet, the rapid changes broughtto our lives, but also the incredible changes in the field of news dissemination.Internet with all the new feature makes it easier for the recipient of the message caneasily receive information. traditional media monopoly of information before impact,which not only the accumulated traditional media news operation "Secrets" is beingchallenged, and traditional media to publish or broadcast encounter lag threat, andeven endanger the traditional media’s foundation.From a rational point of view, there are many inadequacies in the Internet mediato guide public opinion, because of the low threshold of network informationdissemination,and there are many false information in the internet based on a varietyof subjective and objective factors.With the continued enhancement of the networkbusiness, political news space continue to be more and more business informationsqueezed, at the same time, it is worth noting that the hegemony of the globalnetwork of dissemination of information lies in the hands of Westerncountries.Objectively, these deficiencies supply a adequate space for the traditionalmedia guiding public opinion, traditional media has strong content Productivity,andthe expertise of professional news dissemination guiding ideology and mode ofoperation and visibility.In the context of the Internet age, what the traditional media needs to payattention to is how to strengthen their own public opinion guiding function throughthe network media.Because of this, the traditional media newspaper network integration, electronicnewspapers, Network integration is in full swing, not only that, the traditional mediaplays a positive attitude to participate in the new media forms, such as,microblogging, SNS network community, seeking thet powerfulinformationcohesion support of Interne, to promote their own network morewell-known,and to participate in the online discussion in order to eventuallymaster the the network topic development context. But there are many anomies in the traditional media’s process of seeking tochange this breakthrough.The traditional media’s performance in the Wu-eventhappened in2011has been concidered to be a very typical event, which fullyexposed what the traditional media never noticed the potential issues and operatingmisconduct in public opinion guiding in the network era. such as, not sensitiveenough with network public opinion trends; sided cater to users emotions, to ignorejournalistic professionalism and humane care; follow the netizens saying Luantielabel in reports; without verifying network information to reprint.Undoubtedly, ignore these problems, the road of the traditional media enteringthe network and fight for public opinion will be difficult.what the traditional medianeeds to think and solve is how to play to their strengths under the premise ofcorrespond the rules of network rules, The fight for the initiative of public opinion,the optimal path of traditional media in the Internet age must choose is to enhancetraditional media news timeliness、fully demonstrated the advantages of traditionalmedia professional、expand the participation of new media channels trackingnetwork hotspot、improve the media practitioners’ humanities and vocational skills.