Study On The Strategy Of Improving Public Opinion Guidance Of Local Party Newspapers Under The Background Of Media Convergence

With the rapid development of information technology,the traditional communication pattern is undergoing profound changes,especially the strong rise of all kinds of information aggregation platforms,which makes the boundaries between all kinds of media no longer clear.The trend of media integration is inevitable,and media integration has entered people’s field of vision.The emerging and rising of the era of media convergence has brought new opportunities for the development of the traditional mainstream media represented by the party newspaper,but at the same time,it also inevitably brings many challenges,especially the local party newspaper.Compared with the central level party newspaper,its public opinion guidance ability is facing a huge test.Based on this,this study takes the effect of public opinion guidance of local party newspapers under the background of media convergence as the breakthrough point,and uses the methods of literature review,case analysis,questionnaire survey and field interview to analyze the current situation of public opinion guidance of local party newspapers under the background of media convergence and the necessity and urgency of improving public opinion guidance,Therefore,as the main position of public opinion guidance,local party newspapers must combine the dissemination rules and characteristics of new media to promote the mutual integration and development of traditional media and new media,and change the traditional expression,editing,editing and publishing So as to improve the level and ability of public opinion guidance in the era of media convergence.On this basis,through the carding and research of media practice,in order to more comprehensively and rigorously analyze the topic,this study also takes the provincial local party newspaper "Tianjin Daily" as a typical case to analyze its strategies for improving public opinion guidance in the era of financial media.Through the research and analysis of the evolution of Tianjin media convergence,the characteristics of Tianjin public opinion,the general situation of Tianjin daily,the current public opinion guidance mode of Tianjin daily,and the evaluation of the current public opinion guidance effect of Tianjin daily,this paper summarizes the shortcomings of the public opinion guidance of Tianjin Daily,that is,the decline of newspaper circulation,the gap of new media operation ability,the lack of public opinion guidance of Tianjin daily The paper also puts forward some strategic suggestions from three aspects: focusing on the construction of all media,strengthening the team building,enriching high-quality content and so on.We hope to put forward the improvement direction for the local party newspaper to enhance the ability of public opinion guidance,so that the mainstream paper media can really play its communication influence in the current media convergence,play its role in public management,and lay the foundation for the government management to achieve the ideal effect.