[How do traditional media use Weibo platform to guide online public opinion? 】 Traditional media public opinion guidance case

How can traditional media make use of Weibo platform, conform to the audience's psychology, optimize the communication effect and guide online public opinion? The author puts forward eight suggestions, including: when reporting grades, remember not to exaggerate; When negative news spreads, it is advisable to point out the responsible subject; When reporting emergencies, we should stick to news ethics; When broadcasting hot events, we must pay attention to public opinion guidance; When reporting similar topics, don't blindly follow the trend; When expressing opinions and attitudes, be less angry; In the face of bloggers' doubts, we should actively interact to solve doubts; Do your homework first when forwarding grassroots blog posts.

Keywords traditional media; Weibo platform; Public opinion guidance

It is an important social function of the party newspaper and its sub-newspapers to conduct correct public opinion guidance. On 2011February 19, President Hu Jintao pointed out at the opening ceremony of the seminar on social management innovation for leading cadres at the provincial and ministerial levels: "We should further strengthen and improve information network management, improve the management level of virtual society, and improve the online public opinion guidance mechanism." (1) Sometimes, in some news events, "Weibo gradually dominated the dissemination of information, and the traditional media seemed to become a vassal of Weibo." In this regard, Global Times has issued an appeal: "Traditional media should not be reduced to printed Weibo"! ? Hey? wrong

Who guides who, who sets the agenda for whom, who creates what kind of mimicry environment, who will be the terminator of rumors ... The problem lies in how traditional media use the Weibo platform to adapt to the audience's psychology, optimize the communication effect and guide online public opinion. My humble opinion has eight straw columns, or we can try.

1. Remember not to exaggerate when reporting the results.

When the traditional media reports the development achievements of the country, such as the recent news report about "Shenjiu Tian Fei", it should be broadcast 24 hours a day through the timeliness and rapidity of the Weibo platform, eulogizing and praising, and at the same time inspiring and enhancing the self-confidence and pride of the whole Chinese nation. Of course, the development achievements of Weibo's space reporting should follow the news facts, audience psychology and public discourse expression: avoid over-flattering, violating facts and people's hearts.

For example, the latest development achievement data released by some research institutions and research institutes may cause widespread concern and continuous hot discussion among bloggers, such as citizen happiness index and per capita income of citizens. The official Weibo of traditional media should report objectively and indicate the source to avoid controversial data. If it is not handled properly, it will inevitably affect the credibility of the media and the subsequent communication and persuasion effect.

2. When reporting negative news, appropriately point out the responsible subject.

There is a strange phenomenon in the agitation of public opinion in Weibo: whenever someone speaks wildly, oppresses others, replaces the law with power, and harms public and private interests, and is exposed by media Weibo or personal Weibo, there are always some friends in Weibo who criticize the wrongdoers and then point the finger at the relevant departments, which is unfair. Therefore, when reporting negative news, Weibo, an official of traditional media, should consciously practice that whoever does evil will be exposed with a lens; Play a supervisory role; Point out the subject of responsibility. Finally, the public opinion in Weibo space will be guided to the positive direction of "exposing disorder-promoting reorganization ③", that is, we should not only be satisfied with guiding the anger of criticism to burn after "disorder", but focus on "promoting reorganization" to avoid the continuous accumulation of misunderstandings between cadres and masses and the continuous infection of disappointment.

We should stick to the news ethics when reporting unexpected events.

When unexpected events come, Weibo, the official of the traditional media, should stick to the news ethics and four evasions to avoid news damage: ① Avoid subjective assumptions (that is, before the judicial organ makes a ruling, judge by public opinion with emotions instead of law), and prevent Weibo from causing a wave of public opinion due to misjudgment, which will eventually hurt its credibility and influence. (2) Avoid excessive criticism, and avoid causing onlookers and siege of bloggers. (3) Avoid the details of the crime and prevent the criminal imitation that is counterproductive. (4) Avoid bloody scenes and put a "mosaic" on the dazzling bloody and cold death images.

News ethics requires the media to give humanistic care to the reported objects and readers, so that news can have a high degree, temperature and heat, and no matter what news ethics, it will inevitably be criticized. For example, controversial news photos in Weibo, such as the photo of the village head of Yueqing, Zhejiang Province who was crushed to death, and the photo of "looking for a corpse" in Jingzhou, Hubei Province, although their bloody, cruel and cruel picture language does have a strong impact that makes people cry and cause fierce condemnation, repeated presentation, repeated reporting and repeated highlighting not only show insufficient respect for the deceased, but also will inevitably cause "secondary harm" to the families and relatives of the victims who have been scarred.

4. Pay attention to public opinion orientation when broadcasting hot events.

Weibo, the official of many traditional media, broadcasts hot events reported by other official Weibo, either forwarding them directly without opinions or following the trend in the same breath, and rarely sees tit-for-tat coverage of competitions. The author thinks that this kind of broadcasting should be "three noes": ① having one's own position and not following the crowd; 2 have your own attitude, don't follow suit; Have your own opinions, don't add fuel to the fire.

20111/a woman jumped off a bridge in Chengdu. After the incident, Weibo called it "a woman jumped off a bridge, but no one saved a hundred cars". At one time, Weibo, a media official, called it "Chengdu version of Xiaoyueyue incident"-this is of course a cloud without in-depth interview. Weibo, the official of West China Daily, is different. The exclusive news of its link is "Women's Jumping Bridge-Cyber Explosion: Hundreds of cars are not rescued; She said: "Chengdu people gave me a lot of warmth" (4) The report did not engage in blind criticism, and let the parties speak for themselves, naturally showing the kindness and warmth of Chengdu people, which became the warm "collar" for successfully guiding public opinion in Weibo last winter!

When reporting similar topics, don't just follow the trend.

In recent years, there is a news phenomenon worthy of discussion in Weibo live broadcast: after a major news event that aroused widespread public concern and heated discussion appeared, news related to similar topics was quickly exposed by other media, forming an echo trend. For example, various versions of "Peng Yu case" after Nanjing Peng Yu case, and various versions of "Xiaoyueyue incident" after Foshan Xiaoyueyue incident and so on. It is called "echo effect" by the author.

For this "echo effect", Weibo, the official media, can't just follow the trend like "gossip girl", and regularly report with a version, a Facebook page and a label, which will make Weibo friends consciously or unconsciously form a wrong understanding (facts show that several events called "Peng Yu case" after the Peng Yu case were misjudged by some media). Don't do surprise gossip, don't do branded versions, don't learn gourd monk-style media trials, do more fact-finding, dig more news details, and run more case-handling departments. Although this reduces one point of "eye-catching", it increases three points of "responsibility, integrity and no regrets"!

6. When expressing opinions and attitudes, we should treat doubts correctly.

If traditional media want to optimize communication, they should actively adapt to the discourse expression mode in Weibo space, and use "whispers" for micro-communication and micro-interaction. In this regard, the author advocates that Zhuang is also harmonious-focus on Zhuang and report it solemnly; Supplemented by harmonious and humorous interaction. In order to achieve the effect of speaking human words, understanding human feelings and gathering popularity. But talking about people doesn't mean that you can say angry words or swear words in a rage and stand on the opposite side of netizens' legitimate doubts.