Innovative Research On Public Opinion Guidance Methods Of Traditional Mainstream Media

In recent years,with the development of media technology,the media ecology has been constantly updated,which also provides more opportunities for individuals to participate in public discussions.Mobile new media platform is not only an important channel for information transmission and opinion expression,but also an important position for the occurrence and evolution of public opinion.Under the background of profound changes in the pattern of public opinion,the traditional mainstream media must shoulder their own social responsibility and guide public opinion more effectively.Based on this,this paper takes the practice of public opinion guidance of traditional mainstream media as the research object,focusing on its transformation and innovation in the process of practice.Through the analysis of the current media ecological environment,it is not difficult to find that the challenges faced by the traditional mainstream media are not only from the external factors such as new technology,new platform and audience preferences,but also from their own content quality and audience interaction.After China's observation and Reflection on the above phenomena,this paper takes the social responsibility theory,news narratology theory,the use and satisfaction theory as the support,selects people's daily,Guangming Daily and China Youth Daily as the representatives of the traditional mainstream media,and puts the contents of the tiktok short video platform released in the second half of 2020 into the sample library,mainly by content analysis and case analysis.Research,combined with the results of relevant research and observation and analysis,developed the content coding framework of mainstream media public opinion guidance.Through the analysis,the author found that the mainstream media innovation in the way of public opinion guidance is mainly reflected in three aspects.The first is the innovation of topic selection and content:to reflect the social situation from the perspective of life and detail,and to achieve the description of social goal value through the dual guidance of emotion and opinion.Secondly,it is the innovation in Narrative:the narrator changes from "Absence" to "presence",the narrative angle changes from"objective" to "participation",the narrative mode changes from comprehensive report to scene experience,and the narrative structure changes from linear splicing to multiple integration.Finally,it is the innovation in user interaction:constantly trying new ways to play,but user activity still needs to be improved.