论微传播语境下主流媒体的舆论引导——以湖南卫视为例

On Public Opinion Guiding of Main Stream Media in Context of Micro-communication——Taking Hunan Satellite TV as an Example

新的传媒生态下,主流媒体在舆论引导、传播主流声音等方面能力有所弱化。正面挑战,重视并积极应用微博、微信、微端等传播工具,加强微传播平台的建设与应用对于主流媒体更好的传播正能量、弘扬主流价值观、塑造健康积极的社会舆论、构建舆论引导新格局有着重大意义。

In the new media ecology,the main stream media has weakened in the abilities of public opinion guiding,communicating mainstream voice and so on.We should face up to the challenge,thinking highly and using actively the micro-blog,weChat,microtips and other communication tools.The strengthening and application of the construction of the micro communication platform has significance for the main stream media to better communicate the positive energy,carry forward main stream values,mould healthy and active social opinions and build public opinions to guide the new framework.