A Study On The Mode Of Public Opinion Guidance Of Public-Debate TV Talk Show

The background of Chinese social transformation and the widespread use of new media, make the generation and dissemination of public opinion have a significant change. Public opinion guidance is the responsibility of news media. In the new media environment, the traditional mass-media needs to change the mode of public opinion guidance and improve the communication effect.The thesis is a research on a new mode of public opinion guidance, which takes the example of oriental live studio on Shanghai oriental TV station, according to agenda-setting theory and persuasion theory, with the methods of literature analyzing and case study, the study tries to provide reference for both public-debate TV talk show and other mass media to find a more effective mode of public opinion guiding under the background of new media age.The paper consists of two main research contents, agenda setting of "Oriental studio", that is convergence issues and issues of attribute agenda; persuasion theory using in "Oriental studio", for example, multi-subject interaction, TV debate which give two sides of controversy, persuasive skills especially for television.The thesis gives its conclusion, it is extremely important for traditional mass media to change their public opinion guidance mode. Setting up merging agenda on media to lead public opinion; grasp the correct direction of public opinion by attribute agenda-setting, and using persuasion skills to improve expression context. This kind of change of public opinion guidance which embodied in oriental live studio is of great significance to the survival and development of public-debate TV talk show, and also has some reference value to other traditional mass media.