Public Opinion Guidance Study On "Rising The Old"Coverage

In recent years, incidents frequency of rising the old in our country is quite high. Sincethe "Nanjing pengyu case" happened in2006," rising the old " coverage always constantlyappeared and triggered a nationwide public attention and a heated discussion for the "up"event.Because of various subjective and objective factors," rising the old " coverage was oftenwith "moral landslide","moral indifference","social trust" and other words associated aboutmorality and social trust. On the one hand, coverage that" rising the old " was correct hasemerged; on the other hand, the reports that passers-by for concerns didn’t help or give a handafter taking pictures when facing the old men to the ground are more and more. Media reportson the "up" events virtually regulate traditional moral and ethical cognitive attitudes andbehaviors of the audience, triggering that the audience concern our social moral and socialanxiety and social trust crisis appear.According to news reports and public opinion guide as well as the relationship betweenthe agenda-setting theory, I conducted statistical analysis of samples through " rising the old "coverage in the baidu news.Based on two aspects of the subject content and news sources, Iset up secondary categorise in every aspect. Through analyzing " rising the old " in thebaidu news samples,I try to find the "up" report problems of public opinion guide andprovide some strategies for improving the "up" events public opinion guide.I found that " rising the old " coverage continued strong and the construction of subjectcontent about negative news is more through the study in our country. From the analysis onnews sources, popular newspapers and news websites are main parts. From the characteristicof content of the reports, moral enlightenment and that rescue people were correct orsmeared are more.Through the analysis of samples, I summed up the existing problems on thepublic opinion guide of "up" reports. In the aspect of content to guide: negative tendencyobvious, excessive reference network data, etc.; In terms of guiding method, there is publicopinion violence and shadows caused the problem of false news. For the problems in "up" reports public opinion guide, I put forward some improvements:report to moderate, adhere to the positive right public opinion direction; Adhere to theobjective of truth, to satisfy the audience’s right to know; Set up reasonable issues, to guidethe healthy development of public opinion is positive; Label should be discreet, abandon rigidguidance.At the same time, on the impact and the cause of "up" reports public opinion guideproblems, respectively from the media itself, audience and social aspects are analyzed.