以媒介融合之力,提升主流媒体舆论引导水平——以人民日报、新华报业、上海报业2019年全国两会报道为例

Pull the Efforts of Media Integration, and Enhance Mainstream Media's Guidance of Public Opinion

新媒体时代的到来,打破了主流媒体的新闻生产与传播格局。面对受众传统媒体使用率下降、信息来源和需求多样化、分享发布信息、观点常态化等问题,主流媒体舆论引导必须应对新的挑战。本文以人民日报、新华报业传媒集团和上海报业集团2019年全国两会报道为例,分别从运用数据新闻"可视化"增强新闻舆论传播力、通过议程设置策划提升新闻舆论引导力、积极打造"亲民"传播平台提升新闻舆论影响力、坚守主流媒体把关人职能以专业精神保障新闻舆论公信力等四个方面,进行了提升主流媒体新闻舆论引导水平的创新发展策略分析。

The advent of new media breaks the traditional pattern of the main stream media production and communication. The mainstream media has to cope with challenges brought by the decrease of traditional media usage,the diversification of information sources and needs, and the constant sharing and dissemination of information and view points. This article focuses on those challenges head-on by analyzing the reporting of National Two Sessions(NPC and CPPCC) of People’s Daily, Xinhua Newspaper Media Group and Shanghai Newspaper Group. It falls into four parts. The first part is how to enhance the dissemination of public opinion by creating visual news with data explanation. The second part is how to improve the public opinion guidance by active agenda setting through professional planning. The third part is how to enhance influence of public opinion by audience-friendly platform of news media. And the last part is to guarantee the credibility of news reporting with professionalism as responsible gatekeepers. With the four parts, the author analyzes the creative development strategies of public opinion guidance by main stream media.