摘 要:微博独特的传播方式为公众带来了新的话语空间,同时也改变着信息传播模式和公众的媒体习惯。然而微博把关缺失等问题也给我们提出了新的挑战。因此,新闻媒体需要利用好微博环境进行恰当的舆论引导,以让它更好地为公众服务。论文以《潇湘晨报》和《人民网》的新浪微博为例,对其微博利用的特点、问题和对策进行分析,认为新闻媒体官方微博要准确把握舆情动向,建立科学的舆情评判机制;及时公开重要信息,把握舆论引导最佳时机;与议程设置充分配合;结合传统媒体进行深度报道才能建立完善的舆论监督机制。4999
关键词:新闻媒体;官方微博;舆论引导;话语权
Research on the Public Opinion Guidance of News Media’s Official Micro-blogging
--- "People’s Network" and "Xiaoxiang Morning" for Example
Abstract: Microblogging’s unique mode of transmission has brought new discourse space, but also changed the mode of information dissemination and public’s media habits. However, Missing checks presents us with new challenges. Therefore, News media need to make good use of microblogging environment for proper guidance of public opinion in order to make it better serve the public. With" Xiaoxiang Morning "and" People's Network " Sina microblogging, analyzing their characteristics, problems and countermeasures, the paper figures that the news media official microblogging should accurately grasp public opinion trends, timely open important information to guide public opinion, fully cooperate with the agenda-setting, combined with traditional media depth reports so as to establish a sound mechanism for public opinion.
Keywords: News media; Official microblogging; The guidance of public opinion; Discourse power
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