Anchor Talking Broadcast:Mainstream Media's Innovative Research On Public Opinion Guidance

With the gradual popularization of the Internet,various terminals connected by the network have become the main information channels for people to establish connections with the outside world.The new media environment provides a convenient space for public communication,where various interest groups are entrenched,making all kinds of information meet and gather here.Convenient information acquisition channels make it easier for public opinion to be generated and developed.The characteristics of open opinion sharing,widening of vocal channels,and full-time and space-time make the public opinion field release a powerful influence in the production and dissemination of public opinion,dissolving the discourse of the mainstream opinion field Power,the urgency of traditional mainstream media to strengthen the guidance of public opinion through transformation has been further strengthened.It can be found that the netizen group prefers timely,interactive,and lively media news reports.How to strengthen the ability to guide public opinion in the new era depends on the mainstream media to exert its accumulated authority,professionalism and other characteristics to continuously innovate information Ways of communication to win audience's attention and trust.This study regards "Anchor Talking Broadcast" as a successful and innovative practice of CCTV new media,and attempts to summarize relevant experience for other media by analyzing this case.This article puts the mainstream media's opinion guidance in a larger theoretical perspective,and regards its content production as part of the media content from the perspective of the "field of opinion",mainly through content analysis,supplemented by text analysis,from the issue categories,It tends to analyze the characteristics of information dissemination in six aspects: tone,issue source,comment framework,narrative style,and interactive data.Then,the three-stage Weibo commentary text was analyzed by word frequency statistics and sentiment analysis,and the public opinion field's feedback on the official discourse delivered by the column was explored,and then its ability to guide public opinion was analyzed.Finally,through a concrete analysis of this case,this article gives suggestions for the mainstream mainstream media in transition.