Professional Construction And Resolution: How The "Production Of Public" Opinion Is Possible?

In recent years,some problems in the public opinion analysis industry have attracted attention.On the one hand,the Chinese lyrical industry has flourished,and public opinion analysis has become a major direction for media transformation.All sectors of society are concerned about the development of public opinion monitoring.On the other hand,in the eyes of many non-professionals,public opinion analysis is part of public relations,and the main point of public opinion monitoring is to"quench" negative news.In fact,the autonomy of China’s public opinion monitoring industry begins with some complexity.Take the People’s Network public opinion monitoring room as an example.The company is located in the People’s Daily courtyard,and the People’s Daily is building a large-scale news-based online information publishing platform People’s Network Holdings.The main customers of its lyrical products are state-owned enterprises and Government department.In the course of his speeches to the outside world,the People’s Net lyrics room has constantly shown his party-media attributes and therefore has certain official colors.At the same time,it is also a self-financing business internet consulting company.It needs to win market share and customers,obtain profits,help different business groups analyze problems and solve problems.There is a contradiction between the party media attributes and business operations:Is public opinion analysis able to monitor issues,analyze issues,and ultimately resolve issues?How can professionalism be guaranteed in such conflicting positioning attributes?Based on the above background,this study takes "what is the possibility of public opinion production" as the logical starting point.Through the research methods of participatory observation,in-depth interviews,and content analysis,we use the typical representative of the public opinion industry in Beijing as the research object.The survey outlines the professional construction process of the industry that has been in existence for more than 10 years and tries toMaterial is the object of analysis.As an exploratory study,this article hopes to provide a series of empirical materials for public opinion research.This paper finds that the fundamental reason why lyrical production has become possible is that it can establish the professionalism of its industry.The process of public opinion industrialization of the People’s Network is mainly achieved through the introduction of core products,the determination of target customers,and the establishment of a public opinion paradigm.The core expression of lyrical professionalism is the lyrical product represented by public opinion reports.This article“deeply describes”the production method of a public opinion report through the research method of participatory observation,and explains how the public opinion report that has become an industrialized product is "Production".The process of lyrical production is divided into two online and offline scenarios.The offline scene is mainly realized through two softwares,Tencent RTX and WeChat.WeChat implements work hours and breaks to achieve unlimited online communication.In order to study the communication mechanism in the production process,this article analyzes the WeChat group chat records of the department in which it is located,and finds that the role of WeChat in the lyrical production mechanism is the production channel and working method.At the same time,in the study,the author finds that the professional construction process has always been accompanied by resolution.This disintegration is first reflected in the ambivalence of the lyric analyst profession.As a professional practitioner,the lyric analyst is at the party during work.Media attributes,customer service requirements,and news ideals are among the tensions of the three.Under the influence of tension,the phenomenon of "media public relations" gradually spawned.The development of the lyrical industry in the past ten years is undeniably rapid,and many traditional media have chosen to use public opinion analysis as a way out of their development and to achieve transformation.However,behind the great momentum of the lyrical industry is the game between political attributes,media attributes and business benefits,which is the root of its development limitations.