Research On Topic Interaction And Public Opinion Communication Of CCTV "3.15" Evening

Since its first broadcast in 1991,the "March 15" party,which was born in the form of live television,has become the focus of attention of the whole society,such as special investigation and dark screen exposure.The "3.15" party has changed from a simple number to a pronoun of consumer rights protection,"3.15" party has gradually changed from a live news program to a higher development platform,and has become a public opinion affecting China and even the international community On the position,favored by consumers.After experiencing the communication changes of TV exploration period,network development period and network station integration period,"3.15" evening party relies more on topics in content style,turns to collect and distribute public opinion in the layout mode,and completes the transformation from TV program to public opinion communication platform.As the core content of the "3.15" evening party,the setting,interaction and communication of the topic reveal the internal interactive mechanism of the "3.15" party and the construction mode of public opinion influence,which has important enlightenment for the public opinion guidance of the official mainstream media.Therefore,from the perspective of public opinion communication,this paper comprehensively uses the content analysis method and case group analysis method,selects the exposed reports of the "3.15" evening party from 2005 to 2019 as the sample,a total of 118 cases,and combined with the "nike air cushion door" and other specific cases,analyzes the topic characteristics,interactive mechanism and influence construction mode of "3.15" party in detail.It is found that the theme of the "3.15" party shows the rule of "simplifying ceremony and relying on the topic".Social problems and public focus become the focus of its pursuit.In terms of grasping the audience,both the main audience and the potential audience should be taken into account.The "March 15" evening party coordinates the interaction with the audience,enterprises and the society,from "creating public opinion conflict" to "public opinion Contention",and then to "integrating social identity",which is full of "resistance" and "consultation".It is further concluded that the public opinion influence of the "March 15" evening party is constructed from three aspects of communication power,communication trust and communication scope,creating an empirical mode from "inviting official forces to join in" to "collecting folk topic clues",and then to "using off-site media platform".Generally speaking,the "3.15" evening party emphasizes the guidance of public opinion by weakening the media ceremony,which provides a good resonance platform for consumers.In the interactive communication,"conflict" and "cooperation" coexist,and the trend of people-friendly sinking of topics is obvious,which provides useful thinking for the public opinion communication of mainstream media.