Research On The Public Opinion Guiding Force Of Xinhua WeChat Public Under The Background Of Media Convergence

The increasing advancement of Internet technology is driving the in-depth development of media convergence.The original communication ecosystem has been changed and the public opinion pattern has been broken.The impact of multiple subjects has shaken the dominant position of mainstream media in the guidance of public opinion.The field of civil opinion and the field of official opinion often form a pattern of opposition.The situation of public opinion guidance in the "post-truth" era is also more complicated.Affected by the timeliness,the mainstream media also face the pressure of "speed" when conducting public opinion guidance,which makes the work of public opinion guidance face new challenges.In addition,the public opinion guidance work has new characteristics in the new period,and it also puts forward new requirements for us.With the in-depth development of media convergence,cyberspace has gradually become the main battlefield for the discourse of public opinion.The "overflow" of the self-media to a certain extent has also caused some emotional expressions and even some false information to appear in the public opinion field.In addition,the focus of public opinion is easy to be amplified infinitely,making the spread of public opinion even more uncontrollable.Xinhua News Agency is an important force in China's mainstream media.In July 2016,with the trend of decreasing the overall attention of the WeChat platform,Xinhua News Agency officially joined it.In July 2017,the number of fans exceeded 10 million,and in December 2018 it exceeded 20 million,gradually achieving a successful transformation.The Xinhua News Agency's WeChat public account has an authoritative position and great influence in the new mainstream media in China.The research on its public opinion guiding power can,to a certain extent,help improve the public opinion guiding ability of China's mainstream media and stabilize the dominant position of China's mainstream media in the public opinion field.The Xinhua News Agency's WeChat public opinion guidance from the perspective of communication process.Firstly,starting from the main body of the media,it studies the main situation of the Xinhua News Agency WeChat public account,mainly including its current media environment,audience consumption,business capabilities,human resources,etc.;the second is to start from the content of the communication and use content analysis to study the content production of the WeChat public account of Xinhua News Agency,mainly including the source of the tweet,the type of the topic,the attribute of the tweet,the amount of reading and likes,the amount of comments and the emotional tendency of comments,etc.;the third is to start from the communication effect,using the analysis method and questionnaire survey method to study the propagation effect of the Xinhua News Agency WeChat public account,which mainly includes the user composition,the user's willingness to read,and the willingness to forward.This research from the Angle of the three elements of xinhua WeChat public issue of public opinion guiding force analysis,found that xinhua WeChat public exist the following problems: first,the traditional brand columns similar competitive advantages weakening,in the other mainstream media to build a similar item,the user viscosity decreased,weaken the agenda-setting ability;Second,its human resources bottleneck limits the original content production capacity;Thirdly,the seriousness and vividness of the mainstream media are in a game.The seriousness of the reporting style on political issues makes it distant from the audience and weakens its effect and influence.Fourth,the WeChat platform of xinhua news agency and other media in its media matrix only jointly release press releases,which lacks interaction and restricts the media application ability and other problems.In view of these problems,this study proposes strategies to improve the power of public opinion guidance.First,it is necessary to give consideration to both content and form to create new brand columns,while pursuing differences and characteristics in the construction of traditional brand columns,so as to improve the ability of agenda setting.The second is to obtain news materials from audience resources and realize news resource value-added by sharing mode,thus enhancing the production capacity of original content.The third is to change the language style and speaking attitude of public opinion guidance according to the needs of the audience,and produce media products popular with the public,so as to improve the effect and influence;The fourth is to strengthen media interaction,break the barriers between different platforms,and use the technological advantages of different platforms for interactive communication,so as to improve the application ability of media.