地方新闻网站的舆论引导优势与传播策略研究

目前,地方新闻网站在信息传播和舆论引导中的地位和作用越来越突出,作为党和国家的"网络喉舌",其在舆论引导过程中具备诸多其他网络媒体不可比拟的权利和优势。但在具体的新闻传播过程中,地方新闻网站不仅未能有效发挥这些舆论引导优势,反而呈现出舆论引导观念滞后、舆论引导艺术不精以及舆论引导技术落后等问题,使其社会整合力大受限制。所以,地方新闻网站理应在充分发挥舆论引导优势的基础上,通过发挥地方性话语优势、注重深层意识形态植入、整合信息资源等方式,提升其舆论引导力与影响力。

A Study of its the Communication Strategy of Local News Websites and its Advantages in Guiding Public Opinions

At present, local news websites play an increasingly prominent and influential role in information transmission and public opinion leading. As the internet mouthpiece of the Communist Party and the country, its privileges and advantages in the process of public opinion leading are unmatchable to many other media. Nonetheless, in real news spreading process, not only did local news websites fail to make effective use of its advantages in public opinion guiding, but also it showed problems like its conceptual backwardness in public opinion guiding, non-proficiency in public opinion guiding art and poor technology level, which greatly restricted the social integration of local news sites. Therefore, local news websites should, on the basis of fully developing the superiority of public opinion guide, improve their public opinion guiding force and influence by enhancing local influential advantages, attaching great importance to the deep ideological implantation, and integrating information resources.