Research On The Guidance Of Public Opinion Of Party Newspaper's News Comment

Nowadays, new communication environment, new medium structure and new ecological environment of public opinion have all brought unprecedented opportunities and challenges for the news public opinion of the Party. The Party's news comment has ever played an irreplaceable role in conveying mainstream value, easing social contradictions, increasing social consensus and guiding public opinion. However, changing of public opinion environment, sharply reduced circulation, drained readers, declined influence and feeble direction of public opinion have all threatened the official newspapers of Party committees at all levels. Facing severe challenge, it is of great practical significance and theoretical value to do the research on how the Party's newspapers could stand on their ground while moving with the tide to make use of their news comment to right a wrong, to inspirit uprightness, to expand mainstream voice and to take the advantage of “Golden Microphone” to spread mainstream value and create a public opinion field for the Party and the people.Focusing on the recently created comments section of the People's Daily, this paper adopted method of content analysis, case study, document analysis and based on Marxist journalistic viewpoint to explore features of the comments section from selection of subject matter, setting of columns, constitution of authors, intention of comment and change of writing style to validate the fulfillment to Marxist journalistic viewpoint of the People's Daily and its beneficial exploration on the role of mouthpiece for the Party's newspaper. The author has also analyzed the invention of the comment edition in the People's Daily to seek the way of guidance when it comes to complicated situations. For example, to administer diversified guidance based on diverse comment column; to follow up the major political issues and serial comments; to explain significant incidence rationally and build consensus of public opinion; to distinguish right from wrong when faced with hot issues in society and guide the public opinion.Currently, the Party's news comment developed with pressure due to many restricted factors, such as the public opinion of the netizens, the stereotypical impression of comments of the Party's newspaper as well as the commentator groups. To enhance the guidance for public opinions of the Party's news comment, it should focus on invention in terms of interaction and bridge the two public opinion fields, eliminate the stereotypical impression of the Party's news comment to improve attraction, build up the sense of community and constitute the national comment group. The Party's media should stick to the Party spirit, guidance quality and the “mouth-piece theory” as the core ideology to practice the consciousness of the Party spirit and strengthen the public opinion leadership.