The Editorial Version Of Qilu Evening News And Public Opinion Field Building Research

With China’s democratization process accelerating, represented by the Internet newmedia gradually become the social speech, the collection and distribution center ofinformation, traditional media in the whole society public opinion guidance and controlmechanisms are presents two basic characteristics: first, the traditional media to theguiding role of public opinion has faded, and the authority of the traditional media areconstantly being deconstructed,"public opinion is not uniform" began to present; Second,multiple channels of information and communication leads to the diversity of publicopinion, traditional media integration of all kinds of information, resources, to build astrong, centralized platform become a necessity. Over traditional media how toeffectively influence the formation of social opinion and public opinion, the direction ofthe educational world and the industry made a series of in-depth research, including theconcept of "public opinion" as a social public opinion generated by a specific field is putforward, in the face of traditional media is not in the situation of collective voice as amajor social issues need to be urgently needs to change, need to integrate existingresources, rely on effective communication platform for centralized, durable, strongoutput, rely on the media public opinion field for effectively guide public opinion.Based on the reference, on the basis of predecessors about public opinion fieldtheory, according to the present, the People’s Daily on building media "public opinionfield" requirements of the actual situation of scientific and rational use of qualitative andquantitative research method is the editorial version of Qilu Evening News and inconstructing public opinion field were studied. The Qilu Evening News readers with itsprecise positioning and distribution area of the absolute "overlord" position, laid thepublic opinion field construction of internal and external, and relying on the editorialcolumn, the public discussion of the issues and editorial and the participation of authors,readers, formed the influence audience opinion formation and point to a specific field andpublic opinion space, and formed in the process of constructing public opinion fieldtimely review comment, rational reasoning, concentrated voice characteristics."Publicopinion field" concept in the study of Qilu Evening News editorial version application fortraditional media in terms of expression and opinion output of research and how the mainstream media play a role of public opinion guide to provide important theoreticalreference.