A Study On The Construction Of Governmental Public Opinion Guidance System In The Context Of New Media

With the rapid development and wide application of modern information communication technology represented by digital technology and network technology and the advent of massive new media forms,medium terminals and information communication platforms,information communication paths increase in an explosive way.In the meantime,the public opinion environment that China is facing in the social transition period is more complicated than ever before.On the one hand,economic restructuring pressure increases;the task of improving livelihood and maintaining social stability is arduous;structural problems and institutional problems coexist;the relevance,sensitivity and complexity of social contradictions also increase.On the other hand,the formation and dissemination paths and patterns of public opinions are also changed by the new media era which also poses a challenge to traditional public opinion guidance mode.Therefore,it is of theoretical and practical significance to study the guidance of public opinion in the era of new media.The thesis will take the 5W propagation pattern of Mass Communication Theory as an inspiration,to study governments’ guidance on public opinions from five aspects,including the propagation subject,audience,channel,content and influence.Then,it will discuss how the five issues of the government public opinion system are set up and resolved in the context of new media? How should government choose proper propagation subject? How to scheme propagation content? How to arrange the channel? And how to test the propagation results?Chapter One of the thesis puts forward the importance and significance of the research theme.Through consulting to literature reviews,it summarizes the related research and findings about mass communication,news and public opinion guidance,and new media guidance which have been done by scholars from home and abroad,and enumerates the current research conditions and developmental trend,which lays a background for the thesis.Chapter Two summarize the concept and related theories about new media and government’s guidance on public opinions.Taking the 5W pattern of mass communication theory as an inspiration,it puts forward that the elements for government’s guidance includes the propagation subject,target,content,channel and effect of public opinions.Chapter Three will take the child abuse incident of Xiechen Kindergarten as an example,and analyze guidance techniques applied by official media in this incident,to present the changes made by government on the guidance subject,audience,channel,content and effect.Then,it will summarize the opportunities and issues in the government’s guidance on public opinions.Chapter Four will summarize the advanced experience and inspiration of foreign government’s guidance on public opinions,by presenting two cases-the American Presidential Election and the shooting incident in Virginia Tech University by a Korean student.Chapter Five summarizes the system construction of government’s guidance on public opinions in the context of new media,to build up a system for audience research and judgement in the aspect of the targeted audience;to work out the establishment approach of propagation subject in the aspect of subject;to make a setting approach of propagation content in the aspect of guidance content;to make a setting approach of propagation channel in the aspect of guidance channel;and build up an inspection system for the propagation from the aspect of propagation influence.Through the research of the thesis,it tends to offer an overall series of approaches for government’s guidance on public opinions in the context of new media,and exert a positive influence on Chinese government’s guidance on public opinions.