3G时代手机媒体舆论引导策略分析

手机媒体是继报纸、广播、电视、网络之后的第五媒体,其传播速度快、信源及信宿分布广泛,具有私密性、传播形式多样等特点,使其成为新媒体时代的公共舆论平台之一。鉴于舆论传播主体定位难、把关人缺失和政策法规滞后这些制约手机媒体进行有效舆论引导因素的存在,应采用手机短信、手机报、微博等多种有效的控制形式,以及分众传播、议程设置、发挥意见领袖作用等多种有效的控制策略对手机媒体舆论进行良性引导,并逐渐完善相关政策法规,为手机媒体舆论传播创造良好的软环境,以维护社会稳定发展。

Analyzing the Guiding Strategy of Cell-phone Public Opinion in the 3G Times

Cell-phone media ranks the fifth media after newspaper,broadcasting,TV and internet,and its quick dissemination,wide-spread information sources,private and varied communication form make it become one of the public opinion platform in the new-media times.The paper suggests we should adopt various effective control strategies and forms to guide cell-phone media along a virtuous way,improve related regulations and policies,create a sound law environment for dissemination,so as to maintain the stable progress ...