A Study On The Public Opinion Guidance Of The Party Newspaper Microblog On Major Emergencies

Today,with the rapid development of mobile Internet,Microblog,We Chat,and mobile client have become the main channels for people to obtain information.As a kind of highly developed social media form,Microblog has greatly promoted the rapid fermentation of online public opinion,and has become the main source of all kinds of network public opinion.With its highly open platform features and diverse communication subjects,Microblog has intensified the complexity of online public opinion and promoted the complexity of public opinion ecological environment.Faced with the complicated public opinion environment,public opinion leaders such as the government,the media,and social organizations have to pay attention to Microblog’s public opinion field,and have opened accounts on Microblog to seek the right to speak in Microblog’s public opinion field to improve the impact on the Microblog platform.The Party newspaper,which combines the dual functions of the party and government mouthpieces and the media information dissemination,bears the social public functions that positively guide public opinion and purify the cyberspace.Due to its suddenness and publicity,major emergencies are often accompanied by certain grievances,and put forward higher requirements for the guidance of the party newspaper Microblog public opinion.Although party newspapers have opened microblogs at all levels in order to expand the microblogging public opinion position,however,from the current situation,the party newspaper Microblog still has many problems in the public opinion guidance of major emergencies.Therefore,studying the party newspaper Microblog public opinion guidance is of great significance.This article focuses on the most influential People’s Daily official Weibo in the party newspaper Weibo as a case study,the "5W" basic communication theory was elucidated,combined with relevant theories,from the guiding object,guiding time,guiding content,guiding method,guiding effect The theoretical framework has been formed in five aspects.Taking the report of the two people’s daily Weibo incidents in the People’s Daily as an example,this paper analyzes the problems of the People’s Daily official Weibo’s guidance on the public opinion of major emergencies.Finally,this paper explores the promotion strategy of the party newspaper Microblog on the guidance of public opinion on major emergencies.