The Feature Analysis On Xinhua News Agency’s Reporting Orientation Of Public Opinion To The Hot Events On Internet

This paper takes the Xinhua News Agency’s reporting orientation to the cyber hot events as the study subject, and studies fully China’s most authoritative media-Xinhua News Agency’s orientation of cyber public opinion, focusing on its status quo and features on the background that the hot events on internet are affecting people increasingly with spreading of internet nowadays.Xinhua News Agency is the most authoritative news agency in China, representing China’s traditional mainstream media. It has been playing an important role in guiding the public opinion to the hot events on internet both in the occurrence and development of the events. This paper, by combing through the Agency’s paper----Xinhua Daily Telegraph’s reports from the years of2008to2012on major hot events on internet, uses the content-analysis method to study these reports both laterally and vertically, and gives a full statistical analysis of the reports by Xinhua News Agency on the internet hot events in the5aspects of reporting form, reporting time, reporting angle, source of news, and interaction with the public opinion on internet.The sorting and analyzing of the data were made by using a special analysis software SPSS in order to study the features and forms to guild the public opinion in the reportage on the cyber hot events, resulting that the Xinhua News Agency was found possessing both of the advantages and shortcomings in the guiding or leading of cyber public opinion. The Xinhua News Agency has the advantages of high public belief and strong authoritativeness, it should actively take part in reportage on cyber hot events by fully playing its advantages in order to further increase its effective guidance of cyber public opinion; The Xinhua News Agency, meanwhile, also has shortcomings in leading the public opinion on cyber hot events, such as focus deferent from the topics on internet, singleness in guiding measures, and weakness in combating the rumors. The aim of analyzing the shortcomings is to discuss and find out the countermeasures for Xinhua News Agency to take to strengthen its orientation for public opinion to the hot events on internet.There are many studies on Xinhua News Agency at the present stage, but not many research achievements have been found in Xinhua News Agency’s orientation for cyber public opinion, especially, in the research of hot events on internet. The creativeness of this paper is that the author of the paper employs the content-analysis method and the SPSS software to systematically analyze and compare the reportage by Xinhua News Agency on hot cyber events in order to let the readers understand scientifically and directly the Xinhua News Agency’s reportage and features of guiding the public opinion on the hot cyber events, aiming at providing the reference for traditional media in the study field of guiding the public opinion in the future.