Research On Public Opinion Guidance Of Public Health Emergencies From The Perspective Of Frame Theory

The COVID-19 outbreak has put China and the world through an unprecedented public health test since the 21 st century.In the process of epidemic prevention and control,China has gradually formed two main battlefields,namely,the fight against COVID-19 and public opinion.How to win the propaganda war of public opinion tests the guiding power,influence and credibility of public opinion communication of the official mainstream media.In this study,the COVID-19 epidemic report of We Chat public account of People’s Daily was taken as the research object to explore how China’s official mainstream media conduct public opinion guidance in the face of public health emergencies.Based on Zang Guoren’s "three-level framework",the construction of media framework for COVID-19 epidemic reporting is sorted out,and the role of media framework in public opinion guidance of public health emergencies is analyzed,so as to provide reference for public opinion guidance of major public health emergencies in the future.In this paper,according to the Guo Ren Zang put forward "three layers framework structure",supported by frame theory,to the People’s Daily We Chat public platform in crisis warning stage(on December 27,2019 to January 19,2020),the prevention and control guidance phase(on January 20 to February 20)and confidence stage(February 21 solstice March 17)of COVID-19 outbreak reported as the research object,from the macro,meso and micro perspective,Frame analysis is conducted on nine aspects of COVID-19 report,namely layout,news headlines,communication themes,news structure,news sources,communication tone,language and culture,symbol representation and communication form.According to the research,the theme framework of We Chat COVID-19 epidemic report in People’s Daily is relatively complete,with rich connotations of news titles,objective and fair reporting positions,communication logic focusing on public opinion interaction,and media presenting reading habits close to the audience.In response to the problems found in the research,it is proposed from a macro perspective to explore the framework functions,plan public opinion issues,invoke existing frameworks,highlight the significance of public opinion,and act as a “Big Dipper” to guide public opinion;from a meso-level perspective,it is proposed to balance the framework structure,improve public opinion supervision,and integrate pluralism Framework,gather the power of public opinion,and act as the“fixing hammer”of public opinion supervision;from a micro perspective,it is proposed to innovate the propaganda framework to prevent public opinion from getting out of focus,get close to the audience frame,enrich public opinion carriers,and act as a “ballast stone” for correcting public opinion.