The Role Of Official Microblogging In The New Public Opinion

The development of Internet technology since 1990 s by leaps and bounds, all walks of life are experiencing a hitherto unknown change. Media industry is also so, looking at home and abroad, many major newspapers have closed down, but there are a number of emerging media development momentum is. In recent years, micro-blogging published public opinion, understanding a new force suddenly rises, become the main platform of public opinion In the present China, there exist two public opinion fields actually. One is the mainstream media field, the other is a public opinion field. Conform to the development of traditional media, to take the initiative to open micro-blogging, micro channel, client, on behalf of the official opinion field to take the initiative to join the field of public opinion. Two in the field of public opinion in the network platform especially micro-blogging platform gradually be made one, form a new field of public opinion. The mainstream media official micro-blogging in this new field of public opinion plays a very important role in the field of public opinion, they model how to guide public opinion, still need to study.In this paper, the people’s daily official micro-blog, CCTV news China official micro-blog, Newsweek official micro-blog, the global information broadcast official micro-blog four mainstream media official micro-blogging as an example, analysis of micro-blogging content, release time, fans interact to guide public opinion, etc. so as to obtain the mainstream media official micro Bo in the field of new media of communication official opinion and the folk public opinion, to purify the environment of public opinion. Aiming at some problems existing in the current mainstream media official micro-blogging discussed and proposed the improvement method.