Research On Public Opinion Guidiance Under The Context Of Word Media

The internet service has produced more human production information over the three decades than the past 5000 years. Under the circumstances of mass information communication, people have ushered in word-reading era when the highly condensed key words come to serve as the iconic signals of hot issues. Interactive Encyclopedia proposed the concept of "word media" in 2010 to define these keywords.They can not only substitute stories, and also convey feelings. Word media, frequently seen in the reports of various traditional media from online to offline spheres, have gradually become the spark of hot public opinions which is demonstrating an explosive force in expression and a strong continuity in its influence, as the public are showing intensifying attentions to word media and their substitutes. Therefore, a correct guidance for public opinions under the context of word media is not only related to the settlement of the hot issues, and can also significantly promote social transition.With the process of word media communication as the clue, the thesis has made a further exploration for the development of public opinions in this process and discovered a great similarity between their behavior agents, content objects and outside field, relying on communication theory and case analysis. The simple representation of word media and the multi-dimensional words connotation has allowed them to realize the communication of public feelings and the reverse domination of discourse power, and at the same time has endowed public opinions with some new characteristics---the increasing uncertainty of the trend of public opinions under the context of word media; the frequent threat of network media to the traditional, and the market-oriented media to the mainstream; the natural mass character is more prone to gather together the interest groups and cause the trouble of group polarization. The phenomena has proposed practical demands for the theoretic construction of public opinion guidance and further identified the direction for further efforts in constructing public feeling monitoring institute, confirming subject linkage mechanism, forming diversified dialogue channel and improving feedback evaluation system.