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移动互联网的发展引起了网络舆论环境的变化,使得网络舆论呈现新的特征,给网络舆论引导带来了新的挑战。本文首先将探讨网络舆论引导的意义与价值;其次将结合场域理论和议程设置分析移动网络舆论的新特征,即移动网络舆论场形成、议程设置多样化和注意力急速聚散;第三,结合以上特征,分析新闻网站开展移动网络舆论引导工作的困境;最后,针对移动网络舆论引导的困境和挑战,结合人民网的案例,探究新闻网站如何提升移动网络舆论引导力。
The development of mobile Internet has caused the change of the environment of public opinion on the Internet, which has brought about new characteristics of online public opinion and brought new challenges to the guidance of online public opinion. This article will first explore the significance and value of the guidance of online public opinion; Secondly, combine the field theory and agenda setting to analyze the new characteristics of mobile internet public opinion, that is, the formation of mobile media public opinion field, diversification of agenda setting and the rapid concentration of attention; thirdly, Combined with the above characteristics, this paper analyzes the predicament that news websites carry on the guidance of mobile internet public opinion. Finally, according to the predicament and challenge of mobile internet public opinion guidance and the case of People.com.cn, this paper explores how news websites promote the guidance of public opinion of mobile internet.