Chinese Traditional Media Public Opinion Guide Research Under The Background Of Media Convergence

Being along with the development of media technology, newspapers, radio,television and other traditional media and new media as the Internet, these Mediasdepend on each other become more and more the using same technology to enhancevarious media breakthrough technology makes the original information disseminationlimitations, finally got on the same platform integration. In the background mentionedabove, original dominant leaders in public opinion appears to be weaken, at the sametime, there has certain influence on the traditional media’s guiding public opinion.Media convergence media environment make some new changes, our ability toguide the traditional media on the strength of public opinion, directly affects thestability and development of society. In China, the "social responsibility" is the primaryresponsibility of the traditional media, higher than the "professional responsibility" and"organizational responsibility." Traditional media in its inception the firm to accept theparty’s leadership, as an important part of the development of socialism, adhere to thecorrect guidance of public opinion, to take social responsibility. In this context, how tounderstand the current situation and problems of traditional media to guide publicopinion, the media convergence of traditional media to guide public opinionchallenges, and enhance the ability of traditional media to guide public opinion in themedia converged environment, become an important theoretical and practicalsignificance of the proposition. Therefore, the study of the context of mediaconvergence of traditional media to guide public opinion capability will be particularlyimportant. This paper is divided into five parts to start on the research question:The first part is the introduction of this article, this article briefly describes theresearch background, purpose, current research and innovation framework.The second part of the media convergence brief overview of the background, anddiscusses the background of the next media convergence, media environment presentsnew features.The third part of our traditional media to guide public opinion before mediaconvergence condition, to guide their own advantages possessed elaborated, andthrough the "Yan’an city management violent enforcement" This has broad implications as an example, analysis of media convergence bring challenges traditional media toguide public opinion.The fourth part focuses the problem under the media convergence in the contextof China’s traditional media by guiding public opinion.The fifth part for the problems, proposed to strengthen and improve the principlesand strategies of traditional media to guide public opinion.