Research On Guiding Strategy Of Network Public Opinion At Local News Websites

The Internet with its characterized of the information diversity, the freedom of communication and the interactive way had deconstructed of the “discourse hegemony” of the traditional media, which makes audience from the “recipient” of information to become the “producer” of the information. Internet users express their views and attitude about the social public events on the Internet to form network public opinion, was the performance of social situation and public opinion on the network,was the “thermometer” of the social dynamic, and an important factor affecting social stability and harmony. In recent years, With frequent of the network public opinion events, as the local mainstream media, local news websites in the guidance of public opinion in network plays more and more important role, but because of its in central news websites and business portal competition often at a disadvantage, the influence was declining, resulting in network public opinion guidance work hard to develop smoothly. Facing the new situation of China’s network public opinion dissemination, local news websites how to effectively guide the network public opinion has become an urgent problem to be solved.Considering the complexity of the network public opinion, this paper carried out first on the concept and relation of public opinion and network public opinion, public opinion, and compares the similarities and differences between the three. Then, discusses the difficulties faced by thelocal news website from the two dimensions of the elements of the network public opinion and development stage. Through the analysis found: on the one hand because the subject of public opinion differences,object extensive, diversity carrier and the complexity of the environment of existence, which is difficult to effectively guide the network public opinion; on the other hand, the local news website in the guidance of network public opinion in the practice, there is a lack of scientific early warning, timely intervention, and lack of effective interaction necessary to sum up etc.. Finally we have to solve these problems, and puts forward some corresponding guidance strategies for local news website. the local news website Should develop rational netizen group; based on local public opinion, build fine columns; building rational sound square; the establishment of public opinion of the early warning system; the formation of effective intervention mechanism; build an open interactive platform transparent; establish summary and reflection awareness strategy.Only in this way, the local news website can form a more comprehensive and effective guidance to the network public opinion.