| Since the first explanation of “China Dream” from comrade Xi Jinping, general secretary of CPC Central Committee on November 29, 2012, it has been a burning issue with active publicity of People’s Daily Online, the mainstream media. Based on the special coverage of People’s Daily Online about “China Dream”, namely “concentrating the power of China and making ‘China Dream’ come true”, this paper emphasizes on analyzing the public opinion leading strategies of media. It is mainly divided into six chapters as follows:Chapter one: Preface. Firstly, it describes the background, purpose, significance of this paper; secondly, from the existing research results and major research study describes two aspects present situation; and finally, describes the main research methods, research and innovation difficulty.Chapter two: It mainly aims at two concerning basic concepts about “China Dream”and public opinion leading. The first one centers on what “China Dream” is, its characteristics and value orientation. The rest one moves around what public opinion is,what news consensus is, what public opinion leading is, and what the public opinion leading of news is.Chapter three: Reason analysis about “ China Dream ” specially is reported on People’s Daily Online. Firstly, it needs public opinion guidance from the news media.One is for its rich meaning to explain, and the other one is for its social practice nature requesting leading and for its importance needing repeatedly propagandizing. Thus,public opinion leading of news in terms with “China Dream” conforms to its inter need.Chapter four: Content analysis about “China Dream” special report on People’s Daily Online, which is the focus of this study. It includes two parts: general form and content.As for general form, we make two aspects into consideration, namely the development process of its special report, column setup and article numbers counting of each column.And for the content and the direction of public opinion,the main aspects are as followings. First of all,this paper try to guide public opinion and dispel confusion through the interpretation of the "China Dream”, which also may reach a social consensus to guide public opinion.Secondly, this paper try to guide the commu nity with the reports of "China Dream" and reports which put up the "China dream" typi cal activities or set up lessons. These will gather strength to achieve "China dream" and guide public opinion properly. Last but not least, this paper analyzed the theme and characteristics of all the related reports.Chapter five: Public opinion leading strategy analysis about “China Dream” special report on People’s Daily Online. This is the focus of this study too. It tries to draw a conclusion from news propagation law and effect. Specifically, People’s Daily Online leads public opinion through agenda setting, opinion leader, news comment, typical report, successive report, and integrated communication. As a result, media activities lift attraction; topic reports improve effect; reports at basic level increase affinity; expert interviews elevate authority.Chapter six: Conclusions. Concluding remarks. |
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