Research On The Influencing Factors Of Leading Power Of Mainstream Media To International Public Opinion

From the reform and opening up to the present,China has both achievements and shortcomings in international communication,so how the main body of communication uses the mass media to achieve its own purpose,that is,to guide and control international public opinion,has become an important topic.In general,scholars’ research perspectives on the guidance and shaping of international public opinion mainly focus on the macro level and micro level,and the research at the meso level is relatively lacking.Combining theory and experience,this paper puts forward a theoretical framework at three levels(guiding subject level,content presentation level,and Internet thinking level)and uses FSQCA(qualitative comparative analysis method)to analyze 20 cases guided by international public opinion,and the study finds that:(1)Among the six factors affecting the guiding power of international public opinion,there are no necessary conditions.(2)The combination of paths that affect the success of international public opinion guidance is: novel content empowerment,intelligenceeffectiveness-reliable information,intelligence-elite-agenda-setting and all-factor promotion.Finally,according to the research findings,this paper puts forward four major suggestions,such as take the initiative to explain the right of definition first;Pay attention to the operation logic of the platform and establish an international public opinion monitoring system;Based on reporting,content is king;Linking values and empathizing with the audience with the help of foreigners.