In A Social Media Environment Research On Public Opinion Guidance Mechanism Reform In China

With the rapid development of the growing popularity of mobile networks andcommunication technologies, social media quickly integrated into our current society,the spread of its prominent features, a variety of pathways, as well as a wide range ofaudiences continue to highlight the amazing effectiveness and influence, also generateand guide public opinion increasingly diverse ways, the traditional media guidemechanism has been difficult to adapt to the current social media environment. Allalong, the public opinion guide are the core issues of research in the field ofjournalism and communication, is also a key function of our news communication.From the emerging social media changed media environment，we start to study themechanisms of public opinion guidance, mainly focus on researching that the mediaguidance mechanism should be how to reform in the social media environment.China’s socialist system determines the nature of the media, but also determine itsbound to speak for the party, speak for the people, to guide public opinion is thesocial responsibility and "natural functions " which it should bear, the success orfailure and the right or wrong of the public opinion guidance, which greatly affect theconstruction and development of the country. Therefore, we must based on the socialmedia environment, analyze the defects of public opinion guidance and mechanism,further more,make a useful exploring of reform the public opinion guidance.Firstly,introduce the environment of social media as a general description,explain the background and significance of research article. Then with the currentmedia environment, from the basic concepts, summed up the concept and features ofthe mechanism of public opinion guidance, make a brief presentation for its researchsituation and make some groundwork to demonstrate the theoretical. Secondly,giving a brief analysis of the characteristics and problems about the public opinionguidance in recently. From the perspective of public opinion guidance, to explore theirstatus in social media environment, to find defects and problems of to publicopinion guidance and its mechanisms, to find a breakthrough of guiding mechanismreform. Again, from systems theory and the " Tripolar model" theory, demonstrates the theory supporting about reforming the public opinion guidance mechanisms insocial media environment; what’s more, based on reality,carefully read various data,summarizes several useful practical experience about our country and foreigncounties,which provides a reference ideas to reform the public opinion guidancemechanism. Then, from analyzing factors in mechanism, puts forward the idea ofpublic opinion guidance mechanism, that the mechanism is divided into two majordepartment--operating mechanism and management mechanism. Finally, the studydrew reform principles of public opinion guidance mechanism;and based vision,combining theoretical and practical basis,proposed path to reform guidancemechanism,and provide a reference on the reform theoretical study of the mechanism.The research found that it is imperative that reforming public opinion guidancein the social media environment.Only through the joint effect of the government, themedia and the public, treat the media guidance mechanism as a whole system andthrough improvement of subsystems continuously in all aspects, to improve entirewhole mechanism.Only by these can realize the promotion of public opinion guidancein social media environment. This research, made useful exploration and attempt topromote the theory and practice of promote media guidance mechanism reform innew media environment, to provides a mechanism reform ideas on reform work, butalso to provide a reference about the decision of public opinion guidance made by thegovernment departments and the construction of the mechanisms in social mediaenvironment.