The Research On The Guidance Of Government Public Opinion At The New Media Era

On October 29th 1969,the first note in UCLA got connected with the second note in SRI,which marked the birth of the Internet.From that moment on,47 years has passed.Nearly half a century,its rapid development has brought a substantial change to human society,which began to affect the social reform as well.Since 21st century,the information technology as the representative of the Internet has had a strong vitality,and has gone deep into all walks of life and profession,then has even changed the traditional means of production,which definitely makes us feel the powerful force of the information reform.The new media,based on the rapid development of information technology,still appears to be sparkling.In the fierce collision with traditional media,they mutually conflict,however,syncretize with each other as well.It has occurred that profound changes in propagation mode,concept and effects have indeed altered the communicating pattern and led us into the new media era.At present,the pace of reform in our country is moving forward steadily and the opening-up is always on the stage.As the second-largest economy in the world,China is deeply involved in international affairs.Under the turndown of the global economic,China is still thriving and demonstrates its changes in all fields.Besides,China can also flexibly respond to varying complex international situations.Since the third Plenary Session of the 18th CPC Central Committee,the wave of deepening reform has entered a new chapter,which will also bring about the deepening reform of our country's public opinion.And the causes include many aspects of social reform.In the first place,the administrative system reform of the government transforms the government functions from the controlling type to the functional type,from the rule of man to rule of law.The reaction of public opinion has made the government aware that they are supposed to administrate the mass media from control to guide and redefine the function of media.Secondly,during the significant shift of our economic society,many social conflicts stand out and the public has a strong appeal to government and media.Moreover,in the new media time,new ways of communication has changed the form of appealing to the public,the guiding policy government public opinion as well.Surely,this kind of reform will gradually guide the main body of public opinion:the restoration government,media,public role will promote national development transformation jointly.In this paper,the author deeply dissects the opportunities and challenges that the new media has brought to our governmental public opinion in the first place.From the surface layer,the author also carefully organize it as to demonstrate every feature of the new media,which plays a key role in promoting the reform of public opinion guide.In the key chapter,the author deeply discusses the problems and reasons in terms of the work in public opinion guide under the circumstance of media convergence.Taking some typical recent cases into account,they specifically demonstrate that in the new media time government has transformed their functions,officials have altered their theories,the public has changed their attitude,which build a healthy network space and positive public opinion atmosphere so that guiding ideology and practical method can be discussed as government departments reform and improving their public opinion guide work.The first part is introduction,aimed at organize and demonstrate the research of current situation about public opinion guide work in terms of new media at home and abroad.At the same time,it also shows "public opinion","agenda setting",etc.,related to public opinion guide work from abroad,which lays theoretical foundation for the phenomenon and advice of later.Meanwhile,this part defines the related concept of media and public opinion,which has designated the spatial range for the development of research.Also,it introduces some research methods and ideas of this paper.The second part is based on the detailed demonstration that new media has brought a lot of opportunities and challenges to the government public opinion.Due to the development of information and technology,efficiency has been promoted and models have been innovated,so has the new media collided with public opinion guide work.It contributes a lot to solving the difficulty in the works lasting for a long term.But relativity exists among things.The challenges that the new media has brought to the government are still underestimated,which has put forward higher requirement for public opinion guide work.The third part has analyzed the current situation and problems of public opinion guide work through listing different qualitative news facts.It objectively demonstrates the basic situation of the public opinion guide work.The aims of public opinion guide are difficult to be achieved especially faced with the impact of new media,which highlight inappropriateness in terms of some low media attainments among government officials and deficiency of some related laws.The fourth part describes some profound analysis of problems in public opinion guide,including government and its officials themselves.For example,they couldn't juggle their roles properly,either their ideas and theories.They wouldn't promote their professional skills.Also,some real-existing conflicts appear and the citizens are lack of responsibility.The last part offers some practical suggestions for public opinion guide.It underlines "agenda setting" which plays a very significant part in the dominant right of government public opinion guide and focus on the shaping of public opinion about mainstream thoughts so as to promote the comprehensive quality of government officials and make government affairs known to the public,accelerate the legalization process,guide Internet users and the public,work together to build good public opinion environment.