Research On The Guidance Of Official Media Under The Background Of Internet Era

In recent years,due to the rapid development of Internet technology and the rise of new media platforms,various contradictions have gradually emerged and become intensified under the catalysis of the Internet.Internet users often express their views on certain events through various platforms,and a large number of media also disseminate without verifying the truth due to rapid and real-time requirements,which intensifies the the complexity and uncertainty of public opinion in China.This study tries to find out how official media can correctly understand and grasp the characteristics,laws and trends of online public opinion in the new era of internet.The official media are responsible for effective research,judgment,processing and response,positive online publicity and public opinion guidance.This is an important measure for propaganda and ideological work.In this study,the Chongqing Wanzhou bus crashing accident was taken as a case,and the problems in the official media were discussed and countermeasures were proposed.First,it defines the official media,online public opinion and other related concepts,sorts out the related theoretical basis,and then analyzes the accident and the necessity and typicality of the case.Combined with the facts of news reports,it analyzed the voices and reports of different media and the impact of the accident to the public.In order to understand the effects of the official media,questionnaire surveys and interviews were applied.Through surveys and interviews,the general audience and official media staff’s understanding were collected.This study believes that the official media has the following problems: first,insufficient understanding of online public opinion,lack of first-mover advantage;second,lack of objective reporting of events and lack of actual investigation;third,insufficient ability to guide public opinion;fourth,insufficient attention to learning and training,lack of practical experience;fifth,insufficient construction of related systems and lack of response mechanisms.According to the problem,it is proposed that as an official media,the work ability and overall quality of all personnel should be improved in five aspects: business learning,legal constraints,industry self-discipline,mechanism building and team building.This research provides a reference for further improving the official media’s public opinion guidance,and plays an important role in promoting network governance and social harmony and stability in the new era of internet.