Research On Network Hot Words And Flow Guidance Of Mainstream Media

The innovative development of media has brought about significant changes in the mode of communication and promoted the continuous updating of communication discourse,which provides new possibilities for the reshaping and construction of the discourse system of mainstream media in the context of network communication.The Internet hot words with the unique quality of attracting traffic have attracted wide attention from mainstream media.At present,the use of network hot words in mainstream media news reports is increasing,which not only conforms to the development trend of network communication context,but also reflects mainstream media’s goal consciousness of guiding traffic through active narrative design and discourse reform.How to realize the dissemination of mainstream values and the positive guidance of flow through discourse innovation is an important topic facing mainstream media at present.This paper takes Internet hot words as the research object,takes the traffic guidance of mainstream media as the entry point,and studies the basic theory,fact selection,basic logic,value system,form innovation and other aspects of Internet hot words.Firstly,it expounds the concept,characteristics,attributes and advantages of Internet hot words,and combs the theoretical basis of the mainstream media’s use of Internet hot words,including the discourse system,public opinion guidance,communication symbols,etc.On this basis,the paper discusses that the material basis of mainstream media discourse construction is the selection based on facts,which provides the basis for the later value system and form innovation.;The basic logic of mainstream media and Internet hot words is analyzed from the perspectives of symbiotic relationship and interactive relationship;Aiming at orientation and traffic guidance,this paper discusses the value system of network discourse constructed by mainstream media;Based on the form innovation of Internet hot words,the positive guidance and discourse construction of mainstream media traffic are studied.Finally,some suggestions are put forward for the mainstream media to use network hot words to guide the traffic forward.By sorting out the logical relationship between Internet hot words and mainstream media,this study explores how mainstream media can use Internet hot words to better guide the communication strategy of positive traffic,so as to provide theoretical basis and practical value for mainstream media to exert their leading force of public opinion,and provide reference for the construction of discourse system with Chinese characteristics in the new era and the shaping of national image.