Research Microblogging Public Opinion And Traditional Media To Exercise Functions Of Cooperation

With the development of democratic politics and innovation of mediatechnology, media’s function of supervision of public opinion is becoming more andmore attention. Traditional media’s function of supervision by public opinion beganto weaken, not only because the new media has distracted discourse power oftraditional media, but also because of its media properties and the shackles fromdifferent kinds of interest groups which makes traditional media’s absence ofsupervision and lack of effectiveness. As the microblog developing fast, the functionof supervision by public opinion of microblog become more and more important. Allkinds of news events has exposured on microblog one after another. liyang’s Healthsecretary have had a date with his lover on microblog;LeiZhengFu’s sex video hasbeen reported on microblog in the first place. The supervision of public opinion ofmicroblog has been enhanced.This paper shows the cooperation trend on supervision by public opinionbetween microblog and traditional media by analysis the character and the problemof each kind of media and the need of this cooperational realationship. I find that themicroblog and traditional media are cooperate during releasing information,integrating views and spreading of public opinion. I also analysis the respective rolesof microblog and traditional media in the supervision of public opinion and theimportance of these kinds of media through parsing on hot social issues. Then Isummed up three models of their cooperational relationship, such as identificationmodel, negotiation model and questioning model. Finally I indicating the meaning ofthe cooperation and the importance of the microblog and traditional media. I also tryto giving some suggestions on how can they cooperate with each other and promotethe construction and upgrade power of media supervision by public opinion.