Research On The Public Opinion Guidance In The Social Hotspot Events Of Newspapers Under The Background Of The Media Convergence

The Paper Media stated in this paper refer to all central organ newspaper andmetropolis newspaper.With the background of media convergence, the author uses Literature ResearchMethod, Case Research Method, Qualitative and Quantitative Research Method,beginning with the basic concept of consensus clarification, consensus guidance, tostudy the movement and general rule of consensus,the development, guidanceprinciple and ways of paper media guidance and the new features of paper mediaconsensus under the circumstance of media convergence in our country.This paper demonstrates that paper media consensus guidance is good forpromoting China’s deepening reform and development. The author analyses thechallenges media convergence and the deepening reform and development bring topaper media and select <People’s Daily> and <Yangzi Evening Post> as mainresearch samples. The author also analyses social hot issues reporting in2013,forinstance, Ya’an Earthquake, Li’s Rape Case, Hu’nan Farmer Death, etc, concentratingon paper media guidance situation analysis and strategies for future development.It’s found that credibility and authority of paper media is declining and papermedia guidance needs to be strengthened and improved. The Party Newspaper focuseson the big issues but lacks of concentration on the small issues. It gives too muchpresentation about macro theories but few about reality. Although MetropolisNewspaper presents both the big and small issues about the country, it lacksconsensus guidance in sensitive issues.Judging from the lack of paper media consensus guidance, the author proposestwo ways to improve the guidance for paper media and consensus. The first one isnew media, improve and perfect the operation and maintenance for newspaperwebsite, electronic newspaper, official Weibo and newspaper Apps. The other one isto improve the credibility and reputation for paper media. There are four ways toimprove the guidance for paper media and consensus, to make paper media thriveagain, to guide social consensus, to spread positive energy:1.Return to News2. Strengthen the consensus supervision 3. Participate in social hotspot4. Make a sound in sensitive problems.This paper can be divided into three parts, exordium, body and conclusion,totally thirty thousand characters.The exordium is the first chapter, stating the purpose and significance for thepaper. Secondly, it introduces the research method, innovation and the shortcomings.At last, it sums up and sorts out the documents related to media convergence,consensus guidance, paper media consensus guidance.The author analyses the development, guidance path and principle of papermedia consensus, how paper media reacts and the strategies for paper media to guidein social hotspot issues in chapter2,3,4.At the end, it is of great urgency to strengthen paper media guidance under thecircumstance of media convergence. It calls on more experts and scholars to take partin paper media consensus guidance research to improve it.