The Study Of How The City Party Newspapers Strengthen Guidance In Public Opinion In The Era Of We-Media

Since the era of We-Media came, the monopoly position of traditional media gradually disintegrated. As the mainstream of traditional media, the city party newspapers encounter many difficulties in guiding public opinion. This paper mainly focuses on how the city party newspapers link up public opinion field and official opinion field, and improve the communication capacity, credibility, influence, forming a new pattern of public opinion guidance.The paper introduces the theme with the fact that the city party newspapers encounter many difficulties in guiding public opinion. The first part introduces the connotation and generation of public opinion, then analyzes the relationship between mass media and public opinion. The second part introduces when and how the concept the two fields of public opinion was proposed, analyzes the influence of We-Media on the public opinion field and official opinion field, puts forward three kinds of relations between public opinion field and official opinion field. The third part analyzes the present situation of public opinion guidance by the city party newspapers, proposes to link up the public opinion field and official opinion field, and to form a new pattern of public opinion guidance. The fourth part is case analyses, analyzes the current situation and problems in guiding public opinion that the city party newspapers are facing. The fifth part proposes strategies on how to strengthen the ability of guiding public opinion. Finally, the traditional media have to adapt to a changing trend, and strive to enhance the ability of guidance for public opinion, to enhance the capacity and extend the coverage of media combination, to promote traditional media combined with new media, to promote the propagation force, credibility and influence.