The Research On Public Opinion Guidance Of Large-Scale News Websites

The large-scale news sites of public opinion guidance is the new era of central propaganda work requirements,Large-scale news sites need to actively and actively to the network of public opinion to be scientific and effective guidance,So that the network of public opinion in a healthy and orderly direction,making the netizens to rational voice,to create a clean air is the network of public opinion environment.In the boot of network technology,the news media to achieve a seamless network of real life and three-dimensional coverage.In the Internet age,the news audience is both communicator,but also the recipient,both on the network information to read,but also the dissemination of information,a network of "vocalist." Network communication has become an important force that cannot be neglected in our contemporary public opinion.The rapid development of the network,but also makes the whole social media environment has undergone profound changes in this situation,but also for large-scale news sites to guide public opinion has also brought serious challenges.Based on the theory of new communication and the theory of social control,this paper takes Chongqing Hualong as an example,and conducts a comprehensive study on public opinion guidance of large-scale news websites.Based on the literature review and concept definition,and the discussion on agenda setting,audiences and gatekeepers,this paper,based on the research methods of literature,case study and so on,starts with the guidance of public opinion,the guidance of network public opinion,the news website,And reviews the status qua and development of large-scale news websites and network public opinion guidance.Secondly,taking the Chongqing Hualong Network as the research case.This paper analyzes the existing problems of public opinion guidance of Hualong.com,and puts forward the improvement plan of the public opinion guidance of Hualong.On the basis of coordinating the open space and public opinion of the large news website,Through the mechanism innovation to deal with public opinion guide "to the center" and "real-time",through the audience to participate in response to public opinion to guide the "indeterminacy of the" political task "and" economic benefits "business goals " and " popular " and other aspects of large-scale news sites to guide the improvement of public opinion measures.Finally,draws the conclusion: Hualong Network takes the local forum construction as the public opinion guidance platform,takes the audience appeal expression as the cut-in point of the public opinion guidance,takes the mainstream thought communication as the contents of the public opinion guidance,uses the new media application as the public opinion guidance tool in the public opinion Guidance has achieved remarkable results.However,there are still many problems in the contents and carriers of public opinion guidance,such as lack of originality and regionality of public opinion guidance,interaction of public opinion guidance form to be strengthened,low efficiency of public opinion guiding media,new media tools of public opinion guidance Advantage is not prominent.In the future public opinion guidance of Hualong,it is necessary to adhere to the principles of "clear orientation,leading direction,master initiative,rapid response,equal communication and interaction",further strengthen the originality and regional nature of public opinion guidance content,Interactive,to strengthen public opinion guide carrier construction,promote public opinion guide new media tool development..