The Guiding Public Opinion Research Of People’s Daily Microblog

According to the data of China Internet Network Information Center (CNNIC), by the December of 2014, the number of Internet users in China reached 649 million, and the Internet penetration rate reached 47.9%. The American "Time" magazine thinks that "micro-blog is the pulse of the earth". Sina Weibo, communicates information for the Chinese netizens, "pulse" for China, and makes social hot topic. The traditional media choose to run their own new brand in order to embrace new media micro-blog successfully.As professional media organization, the traditional media firmly took control of the the dominant power of the dissemination of the information. Organized media and individual audience respectively played the active disseminator and the passive receiver. In such a dissemination pattern, professional and organized media could not be retorted, and the audience could only "listen to" the disseminator and "obey" the will of the organization. In the era of traditional media, we could only hear one voice. Although we wanted to make different voice, we were forced to be silent without the support of media technology and organization. The era of public microphone means that the popularity of communication technology makes the monopolized power of the dissemination of the information become personal, that the organized media cannot control the dissemination of the information and every netizen can now make remarks.At present China, there are two public opinion fields, one is the traditional mainstream media public opinion field, which is based on newspapers and journals, and news agency, another new media public opinion field is based on internet. The two public opinion field has been opposed to separate for a long time in communicating and expressing demands. The sudden emergence of new media makes the public discourse greatest released. Under the forced power of network, traditional media tends to listen to public opinion, try to get through the two public courses, and improve the guidance to public opinion. Which means integration, the higher the degree of coincidence of two public fields, it indicates that the public opinion is more unified, the environment of public opinion more harmonious, the stronger guidance to the public opinion.The People’s Daily opened its Sina Weibo on July 23,2012 and attracted wide attention because of its identity of the national media. After nearly three years of growth and experience, its Sina Weibo has more than 300 million fans. As a national team, the People’s Daily Sina Weibo deserved to be the "Big V" among media weibo and it takes on significant social responsibility to guide public opinion on the Internet.This paper selects two incidents--"Kunming riot and terrorism" and "Malaysia Airlines lost contact", two central figures--"Guo Meimei" and "Qin Huohuo", and two meetings-- the Third Plenary Session of 18th CPC Central Committee and the Fourth Plenary Session of 18th CPC Central Committee, and makes comparison. In the same time, it analyses other hotspots that occured in the last two years in order to explore the strategy and effect of the People’s Daily Sina Weibo on guiding public opinion on the Internet.The guidance of public opinion of the People’s daily Sina Weibo in the two incidents--"Kunming riot and terrorism" and "Malaysia Airlines lost contact" biased towards "warmth" in the overall strategy. It uses soothing words to console audience when social emergencies occur. The guidance of public opinion about two central figures--"Guo Meimei" and "Qin Huohuo" biased towards"serious" in the overall strategy. And serious words are used in the guidance of public opinion to ensure a correct understanding of the facts. The focus of public opinion guidance in the two meetings-- the Third Plenary Session of 18th CPC Central Committee and the Fourth Plenary Session of 18th CPC Central Committee is how to "read" the conference policy, and biased towards "depth" in the overall strategy. On the basis of fragmented reading in micro-blog, interpretation of the overall strategy is to attract more users to focus on meeting policy report, and then use the more straightforward and concise words to interpret the information for the audience.Through the comparative analysis, the guidance of public opinion in the two incidents--"Kunming riot and terrorism" and "Malaysia Airlines lost contact", the People’s daily Sina Weibo uses "soothing" words, but the effects of the guidance in the event of "Kunming riot and terrorism" is much better than the event of "Malaysia Airlines lost contact". What’s more, about the two central figures--"Guo Meimei" and "Qin Huohuo", the People’s daily Sina Weibo uses "righteous" words to guide the public opinion. But in contrast, in guiding the public opinion, the people’s daily Sina Weibo is successful in the event of "Qin Huohuo", while in the event of "Guo Meimei" is not so good. Regarding to the public opinion guidance in the two meetings-- the Third Plenary Session of 18th CPC Central Committee and the Fourth Plenary Session of 18th CPC Central Committee.,the People’s daily Sina Weibo explains the meeting policy" profoundly" and the effect are all good, besides, information explaining on the Third Plenary Session of 18th CPC Central Committee is much more profound than on the Fourth Plenary Session of 18th CPC Central Committee.In this study, through the analysis of the statistics of the People’s daily Sina Weibo, the People’s daily Sina weibo in public opinion guidance strategy was found when the hot public opinion occurs, and analyses the public opinion guidance effect. This study is to promote the integration of the two public fields a practical way for the traditional media which is in the transition to the new media. And trying to make the traditional media continues to have an influence of guiding public opinion in the new pattern.