Research On Public Opinion Guidance Of People's Daily Weibo Network Hot Events

This paper studies the public opinion guidance of people's daily microblog network hot events in the context of the state's proposal to create a new mainstream media.With the continuous evolution of the public opinion ecology,the academic research on the public opinion guidance of the mainstream media is still hot.The state puts forward new requirements and policies for the work of media news public opinion,urges the mainstream media to strengthen the public opinion guidance of the cyberspace,so as to achieve the effect of social consensus.At the same time,"new media empowerment" brings more opportunities for the public to participate in social public affairs,and new media has formed a large number of network hot events,which plays a role in promoting the healthy development of society.The new mainstream media,mainly people's daily,not only needs to deliver news to the public in a faster and more comprehensive way,but also hopes to make the public decode information under the framework of mainstream values with a new reporting mode,and finally reach consensus.In the guidance of Internet public opinion,people's daily always performs the responsibility of the party's news and public opinion work,accelerates the integration and development of its own media,makes the mainstream public opinion bigger and stronger,constructs the whole media communication pattern,expands the influence of the mainstream value,and makes the party's voice more widely and deeply spread among the people.The construction of new national mainstream media aims to create a group of influential mainstream media through new media forms and media technology.Therefore,most traditional mainstream media are actively transforming into new mainstream media,mainly through integration with social media platforms.As an early social media platform,microblog has accumulated a large number of users,and a relatively open discourse space has formed a multi-dimensional public opinion field.Through the nested communication of microblog,public opinion quickly converges to form a network public opinion,which has become a "gathering place" for the outbreak of network hot events.With the rapid fermentation of public forwarding,Internet hot events are shared to other social media platforms through open APIs.Massive information tests the public's screening ability at alltimes.Once negative information and rumors occupy the network communication center,the public will reveal a lot of negative emotions.At this time,new mainstream media is required to guide the public with professional news reports and effective public opinion Public opinion.People's Daily has accumulated rich experience in public opinion guidance since it entered the micro blog in 2012.With the help of micro blog,it combines its authority,professionalism with the law of network communication,reports the news purposefully and designedly,and conducts public opinion guidance in time for network hot events.At the early stage of the outbreak of Internet hot events,the opinions,emotions and thoughts of Internet users are not consistent or conform to the mainstream values of society.The mainstream media intervene at key time nodes,and guide the Internet public opinion in the form of news reports and news comments.The authoritative information released by the public through the mainstream media,as well as the opinion interaction with other public opinion fields,gradually form a unified consensus of public opinion ? In the hot events of public figures,netizens focus on the entertainment effect brought by them.Netizens' comments show the characteristics of ignoring facts and valuing emotions.On the basis of reporting news facts,people's daily micro blog adds news comments with subjective feelings and humanistic concerns to guide public opinion.Public criticism of behaviors that are inconsistent with core values is the same as At the same time,it calls for the protection of academic fairness,so as to arouse public resonance;in the sudden network hot events,a large number of microblog comments show the pessimism of netizens,and even point the finger at the government with extreme language,trying to cause more netizens' dissatisfaction,expand the public opinion momentum,"force" the relevant departments to respond,and the people's daily microblog urges the relevant departments to respond positively To ease the negative emotions of netizens and guide them to think rationally;in current political hot events,people's daily explains the spirit of political conference to netizens in an easy to understand form,and attracts them to participate in political topics and cultivate a new generation of political identity by posting the report style that young people like.Under the clear logic,this paper analyzes the public opinion guidance process and effect of people's daily micro blog on different network hot events from all aspects and multiple perspectives.By using data mining technology and public opinion monitoring system,a largenumber of data samples are brought to the public opinion guidance research,which makes the analysis process of this paper can be quantified and the dynamic public opinion guidance process can be represented by visual graphics.Finally,it summarizes the dilemma of public opinion guidance of the people's daily microblog network hot events and several aspects of improving public opinion guidance.