电视民生新闻舆论引导力提升策略研究

Research on the strategy of upgrading the guiding power of public opinions of TV livelihood news

在移动互联网时代,网络传播的“去中心化”特征引发了舆论话语权博弈。电视民生新闻要从互联网的“众声喧哗”中突围、担当媒体责任、实现舆论引导力再造、在社会治理中发挥更大的作用,就必须解决自身同质化、琐碎化等痼疾,充分发挥与本地舆论场在情感、语态、叙事等方面的天然契合性,并利用多形态的传媒产品和多维度的技术手段,把握网络时代的传播规律、构建舆论氛围、回应民生关切、提升政治站位,从而提升自身在媒体融合新时期的传播力和竞争力,增强主流价值观的凝聚力。

In the era of mobile internet,the“decentralization”characteristic of network communication has triggered the game of public opinion discourse power.If TV news about people’s livelihood wants to break out of the internet’s“loud voices”,assume the responsibility of the media,reestablish the power of public opinion guidance,and play a greater role in social governance,it must solve its own chronic problems of homogeneity and trivialization,give full play to the natural compatibility with the local public opinion field in terms of emotion,voice and narrative,and make use of multi-form media products and multi-dimensional technical means to grasp the communication rules in the network era,build the public opinion atmosphere,respond to people’s concerns,and improve political position.Thus,it can enhance its communication power and competitiveness in the new era of media integration and enhance the cohesion of mainstream values.