Study On The Public Opinion Guide Mode And Effect Of Mainstream TV Media In New Media Environment

In recent years,with the continuous development of Internet technology and the rapid popularization of smart phones,Chinese Internet users,especially mobile phone users,are getting larger and larger.In this context,the mobile new media platform is not only an important carrier of information dissemination,but also an important position of public opinion.The profound changes in public opinion pattern make the current situation of public opinion guide a lot of new features.Based on this,this article takes the current mainstream television media media as the research entry point,using the literature research method,case analysis method and questionnaire survey method,the characteristics of the current public opinion pattern,the necessity and feasibility of the mainstream television media guidance and the difficulties faced by the mainstream television media,and find that: The former public opinion pattern shows distinct new media features,the function and influence of public opinion,the connection between media and public opinion,the popularity rate and public credibility of the mainstream media,which require the mainstream television media to undertake the important function of public opinion guidance,and change the traditional guidance of public opinion in a timely manner in combination with the law and characteristics of the new media.In order to improve the public opinion guidance power of mainstream TV media under the new media environment represented by "two micro ends".On this basis,through the observation of media practice,this paper selects the CCTV media media public opinion guide program "Chinese public opinion field" as a typical case,and combs the transformation of the way of public opinion guidance under the environment of mobile new media.In the form of performance and other aspects of the attempt,and combined with the ratings,interaction and questionnaire survey on the effect of public opinion guidance,it is found that the overall effect of public opinion guidance is good,but there are still shortcomings in the interaction and communication with the young audience.On the basis of the effect evaluation,this paper,taking the way of the public opinion guidance of CCTV's Chinese public opinion field as an example,analyzes theshortcomings of the mainstream television media,which is represented by the public opinion on the basis of the public opinion.And the use of the media users to move the media usage habits and needs,and put forward the enlightenment and further optimization strategies of the public opinion guidance in the CCTV "China public opinion field".1.pay attention to the construction of the direct seeding platform and further attract the attention of the audience of the public opinion expression subject;2.Add to the attention of the people's livelihood issues,further expand the audience basis of public opinion guidance;3.pay more attention to the free expression of the views of the netizens,enhance the openness of public opinion guidance,and further realize the deep interactive conversation,thus improving the effectiveness of the public opinion guidance of the mainstream television media.We hope to improve the way of guiding public opinion in the mainstream TV media,and make suggestions to change the predicament of public opinion guidance under the new media environment and improve the influence and guidance of the mainstream media media.