Research On The Public Opinion Guidance Of The Western Festival Coverage On Network Media

Valid public opinion guidance is an important method to enhance the effectiveness of the Ideological and Political Education,and it has always been highly valued by the Party and our country.Nowadays,the Internet has become the main battlefield of ideological struggle,and the Ideological and Political Education function of public opinion guidance on network is more prominent.The western festival coverage on network media is closely related to college students' daily life,therefore,it proves to be one of the important ways to understand and participate in the process of globalization,and it has an extremely significant impact on college students' cultural self-confidence and values identity.Clarifying the characteristics and public opinion guidance effect of the western festival coverage on network media is beneficial to find out problems in time and provide ideas for enhancing the efficiency of public opinion guidance.We find out some basic characteristics of western festival network coverage via Content Analysis,such as the coexistence of openness and contemporary,the lack of guiding and profundity,the conspicuousness of hysteresis and criticalness,the deficiency of originality and outhority,etc.On this basis,questionnaire survey and interviews conducted by the Tsinghua university students expound that college students' cognition on western festival network coverage has both similarities and differences.Besides,there is a contrary contradicition between the strong power of network influence and the poor guiding force of the coverage.This analysis result affirms that the public opinion guidance effect of this kind of coverage is not impactful enough.Public opinion guidance is an urgent task of the Ideological and Political Education.Therefore,the western festival network coverage should response the challenges from the globalization,market economy,and the Internet inherent flaw positively.Secondly,the coverage should obey the principles of Party spirit,timeliness and moderation.Finally,it should also grasp people's psychological tendencies accurately,exploit the utterance function of opinion leaders,and strengthen the public opinion intendance in cyberspace.Through the measures upon,we could enhance the ability and promote the effect of public opinion guidance sooner or later.