Study On Public Opinion Guidance Of Party Newspaper From A Rumor-refuting Special Column

The development of communication technology has brought the rapid growth of network media. The appearance of We media has greatly stimulated the enthusiasm of thought-expression of the Internet users. The Internet has provided a more convenient way for netizens to obtain messages, while its fictitiousness, anonymity and low threshold have caused increasingly more rumors. With the help of network technology, rumors can widely spread in a second and lead to public opinion risks. The wide spread of rumors can cause people’s confusion, social panic and even chaos of the society. In face of the Internet rumors, some traditional media positively take the responsibility to fight with rumors. People’s Daily opened up a new investigative column "Truth" in January2011, whose slogan is to find out the truth behind noise. Its purpose is to clarify rumors. Taking this column as a research object, the paper has studied all the texts in the year2011and2012to find out its way to guide public opinion and on the basis of it, this paper tries to find out more effective ways for party newspaper to improve its ability to guide public opinion.This paper is divided into four parts. The first part introduces the definition of rumor and public opinion, and analyzes their consistency in subject, object, noumenon and carrier. This chapter points out that rumor is an important form of public opinion.The second chapter mainly analyzes the necessity of this column. Firstly, the chapter analyzes the social background and then gathers the numbers of the passages about rumor in People’s Daily during past ten years.The third chapter is the main body of this paper. First, this chapter analyzes all117texts through content analysis and text analysis and sums up the characteristics of the reporting themes, reporting forms, layout arrangement, languages, argumentation structure, etc. On the basis of it, several public opinion guidance strategies are summed up:first, establish the news-oriented concept and dispel the uncertainty of the event by concise and comprehensive information; second, capture public hotspots and set the agenda for public issues in order to integrate into the pattern of public opinion.; third, change the angle of public opinion guidance and report news from people’s perspective; fourth, combine print media with new media in order to strengthen the ability to guide Internet public opinion. This paper hopes that these strategies can bring some inspiration for the party newspaper to raise its ability to guide public opinion.