An Investigation Into Mainstream Media’s Guidance Of Public Opinions In New Media Context

The topic of guidance of public opinions has always been the emphasis and difficulty in our academic research. In our country, the mainstream media undertakes the due obligations to guide public opinions. New media gives audience larger speaking rights, especially microblog creates a special era where’everyone has a microphone’ with its unique propagation properties. Nowadays our country stay in a period of social transformation and negative public sentiment breaks out at times.New media increases the mainstream’s difficulty in guiding the public opinions.So it has certain reference significance to explore mainstream media’s guidance of public opinions in new media context.In this paper, I choose People’s Daily and its official microblog as the research object,and select three categories of key public opinion for example which are the people’s livelihood issues, entertainment issues and emergency incident issues.I make a detailed analysis about the guidance of public opinions of traditional media and its official microblog. I present the mainstream media’s difficulty and measures in new media context. The paper discusses how the two patterns make a concerted effort, then make a conclusion that how to improve its ability.In this paper, main body can be summarized as three parts. The first part is the first chapter which describes the difficulty and changes of mainstream media’s guidance of public opinions in new media context. The second part includes chapter 2 to 4, which make comprehensive analysis of the mainstream media’s guidance of public opinions in new media context, about the people’s livelihood issues, entertainment issues and emergency incident issues. The third part is chapter five, which makes intellectual enquiries and summarizes how to improve the efforts of the mainstream media’s guidance of public opinions in new media contextThe first part makes a representation about the difficulty of mainstream media’s guidance of public opinions in new media context at first. It cards the concepts of ’mainstream’and’guidance of public opinions’, then makes a detailed description about the background of new media context to analyze the difficulty in guiding public opinions while international pressure turning powerful. At the same time,I sum up mainstream media’s correspondence measures.The second part, is the main part of this paper. I choose three individual cases about mainstream media’s guidance of public opinions in the year of 2014, which are reports about fog and haze,the stars taking drugs and the violent terrorist case occurred in Urumqi on 22 May.The paper talks about the transformation of different issues, the mainstream media’s guidance of public opinions, the audience feedback about mainstream media’s guidance and other media reports,to summarize the process, characteristics and effects of mainstream media’s guidance of public opinions.I investigate audience feedback by the questionnaire survey and analyze the audience comments through text to make a detailed presentation of audience feedback.While at the same time,I also present mainstream media’s guidance of public opinions by comparing with other media’s conduction effects.The third part is the end of the article which makes a summary on the above statement. The paper summarizes conduction effects of the three issues and attempt to provide countermeasures about improving the conduction effects of mainstream media’s guidance as follows:real-time monitoring feedback in information, pay close attention to audience feedback to establish an agenda setting mode and improve the speaking rights of the network, etc.In this paper, by describing the difficulty and challenge of mainstream media’s guidance of public opinions in new media context, it makes a detailed analysis and discussion of the actual situation. I explore what the mainstream media have down and should do in the year of 2014, to give suggestions to promote efforts of mainstream media’s guidance of public opinions in new media context.