Study On Public Opinion Guidance Of People’s Commentary Of People’s Daily

Our country present diversified pattern of public opinion now. The political advantage and its own characteristics of party newspaper commentary determine that it plays a more important role in conveying the mainstream consciousness, easing social contradictions, gaining social consensus and guiding public opinion. The People’s Commentary of People’s Daily is the model of party newspaper.Based on the "three close to" as the basic principle, to focus on people’s livelihood and guide the social public opinion as an important mission by providing the authoritative views to the public to promote the information of mainstream social public opinion consensus. The research of public opinion guidance of People’s Commentary of People’s Daily has a great significance to improve the public opinion guidance ability of party newspaper commentary.This research takes the People’s Commentary of People’s Daily as the research object,by case study,content analysis,literature analysis and other methods,with theory of public opinion, agenda setting and "spiral of silence" as the support. The research analyzes People’s Commentary column of the topics, text expression and author groups to extract the public opinion guide path of People’s Commentary. It transforms from "hard" authority to "soft" authority in position, insists on the civilian perspective and medium issues in the selection of topic, relies on the comments version to implement cluster type transmission of opinions in the form, grasps the initiative of public opinion guidance by setting the agenda,cooperates with new media to form the combined power of public opinion guidance. Under the circumstance, the People’s Commentary of People’s Daily facing the plight of audience diversion, single authorship, decline of supervision of public opinion, should be through improving commentary idea-logical force, the construction of public discourse space, strengthening the supervision of public opinion and other methods to enhance its ability to guide public opinion.