The Way Of Mainstream Media Guiding Public Opinion By Using The Micro-blog

With the rapid development of the Internet technology currently, the mediaindustry is also experiencing the rise and fall. During the past several years, themicro-blog appears just like a dark horse, which has changed the pattern of publicopinion completely. In the present China, there exist two public opinion fields actually.One is called official opinion fieldμ, including Party newspaper, national television,news agencies and other mainstream media. And the other one is the public opinionfieldμ, relying on the Internet, mobile phones and other platforms. In the change of theenvironment of the media, the new media age has been already coming. Therefore,how to deal with the changes? How to do to adapt to the times, but also be able toestablish the status of the opinion leaders to guide public opinion? The traditionalmainstream media must face to these difficulties.In this paper, by taking the People’s Daily official micro-blog as the study object,the selected topic content, the language style, the column layout and the thematicplanning are analyzed. And the successful operation of the People’s Daily officialmicro-blog shows that, in the age of micro-blog, when information is spread in secondsand "everyone holds a microphoneμ, the traditional mainstream media can make gooduse of the micro-blog platform, with the scientific and reasonable method of operation.And the micro-blog platform can help the traditional mainstream media to be not onlyauthoritative, but also appropinquity. Therefore, the two public opinion fields can begot through. And the public opinion will be guided powerfully.Micro-blog is a good platform to promote the relationship between mainstreammedia and readers. The mainstream media should take advantage of it to Bring readersthe credible and interesting information and undertake the responsibility of theguidance of public opinion.