新媒体环境下主流媒体舆论引导责任及其路径优化

Guidance Responsibility on Public Opinion of the Mainstream Media and Its Path Optimization under New Media Environment

新媒体环境给舆论表达提供了一个开放空间,承担着舆论引导责任的主流媒体,如何对网络舆论进行有效引导是其当下面临的一项重大课题。新媒体环境下要想发挥好主流媒体的舆论引导功能,需要从四个方面着手:传统主流媒体要充分发挥深度报道、新闻评论的传统优势;新兴主流媒体不仅要占领好、利用好网络这一阵地,而且要培养意见领袖,打造专业微博群;加强传统主流媒体和新兴主流媒体议程设置的互动呼应机制;从现实角度和新媒体技术研发以及网络自身的制衡来优化网络舆论引导的保障体系。

In this paper,the mainstream media is divided into two categories：the traditional mainstream media and emerging mainstream media.The new media environment has provided an open space for public opinion expression,while the traditional mainstream media cannot make out the leading opinion on network public incident in the first time due to its inherent manage-ment system and the emerging mainstream media cannot make up the shortcoming in time.In order to play the role of the lead-ing function of mainstream media in public opinion under the new media environment,we should start from four aspects：for the traditional mainstream media,to give full play of the coverage depth and the news commentary system advantage;for the e-merging mainstream media,not only to occupy and make good use of the network,but also to cultivate opinion leaders and build a professional micro-blog group;to strengthen the interaction of the two traditional medias on agenda setting and further echo to form the resonance effect;to optimize the guidance system of network public opinion leading from the practice view, the research and development of new media technology and the balance of the network itself.