Research On The Dilemma And Countermeasures Of Public Opinion Guidance Of Inner Mongolia Radio And TV Station Under The Background Of Media Integration

The rapid development of Internet technology has greatly broadened the message receiving channels of ordinary people,rich and colorful traffic is filled with a large number of good and bad content symbols,at the same time,different ideological states impact each other and break the pattern of communication ecology and public opinion,As a media professional,I know that the mainstream media plays a leading role in guiding public opinion and should avoid "deviation from the direction" from the source.Therefore,in the context of media integration,the practical research on the guiding power of public opinion has academic and application value.Only by coordinating the balanced relationship with the field of folk public opinion,can Radio and TV stations make a positive and effective voice in the face of questioning events,play a leading role and guide public opinion to develop in a healthy and good direction.This paper will mainly discuss from the following five parts: The first part is the introduction of this paper,which introduces the background of the topic selection,research purpose and significance,concept definition,theoretical basis and research status at home and abroad,research methods and innovations.The second part mainly studies the current situation of media integration of Inner Mongolia Radio and TV Station.Starting from the social media development status and public opinion guiding ability of Inner Mongolia Radio and TV Station,it analyzes the constituent elements of public opinion guiding force,and discusses the reform of the public opinion pattern in the traditional radio and television industry under the environment of media integration.The third part mainly uses quantitative sample data to investigate and analyze the current frequency of each channel of Inner Mongolia Radio and Television Station and the product level of the mobile client,and at the same time,from different perspectives such as audiences,editors,and society,it further studies and discusses the problems and analysis of the public opinion guiding power of Inner Mongolia Radio and Television Station.The traditional media,represented by radio and television stations,are faced with the difficulties of the times,advantages and disadvantages in terms of public opinion guidance,that is,the official propaganda and propaganda methods are rigid and unconvincing;excellent new media editors in society cannot take advantage of existing Channels enter the traditional media,and their own traditional journalists cannot adapt to the new situation and lack initiative;the language of Inner Mongolia Radio and Television Station is blunt and obscure,and the news reports on current affairs that are not interpreted cannot make the public empathize with them and block the communication;media organizations at all levels lack the public opinion field Cooperation and sharing,it is difficult to form a publicity synergy.Ultimately,the central vortex of public opinion is continuously enlarged in the deliberate guidance and expression of some third parties,so that the mainstream media loses the ability to control the public opinion field,and even loses the right to speak.The fourth part is based on the above-mentioned reason analysis to put forward the targeted public opinion guidance improvement strategy for Inner Mongolia Radio and Television Station,namely: reshape the brand positioning;establish a new personnel management system;reshape the user relationship;establish an interactive communication matrix and so on.This study focuses on the problems and puts forward corresponding solutions according to the core theory and work practice,in order to better guide the wind vane of public opinion.It is the real leading and guiding role of Inner Mongolia Radio and TV station in the context of media integration.