Government Public Opinion To Guide The New Media Environment, Work Study

In recent years, with the development of network communication technology andthe spread of mobile phone and tablet pc, new media arises so fast. Twitter, Facebookand microblog attract billions of people. Compared with the traditional media, new mediahas great advantage. It not only effects the way that people accept information and socialcontact, but also lead to the structurally change on all media industry and the guidance ofpublic opinion by the government.This thesis introduces the circumstances and trend of the rise of new media. Then itidentifies the concept and research border of new media and the guidance of publicopinion by the government. It compares the difference of the guidance of public opinion bythe government between the traditional media and new media, and analyses the passiblereasons. This thesis sets SINA microblog for main research target to analyze the benefitof the use of new media in the guidance of public opinion. Then it brings up the suggestionson the scientific methods to guide the public opinion under new media environment. Thisthesis mainly discusses the problem that how the government should change its characterto satisfy the people needs of information and to strengthen the management of media,under the circumstances of the weakened control of traditional media. It all studies the wayto make efficient communication with the public, to build a healthy media environment, andto push the construction of political civilization.