Research on the Public Opinion Guidance Strategies of Mainstream Media in the New Media Environment

Abstract

The rapid development of new media technology has profoundly reshaped the public opinion ecosystem. Characteristics such as the
massification of communication entities, diversification of channels, and instantaneity of speed pose severe challenges to the public opinion
guidance of mainstream media. This paper analyzes the practical dilemmas faced by mainstream media in the new media environment, includ
ing delayed communication timeliness, outdated discourse systems, and imbalanced talent structures. From three dimensionsestablishing a
rapid response mechanism, innovating discourse expression methods, and deepening institutional and systemic reformsit explores strategic
approaches for mainstream media to enhance their public opinion guidance capabilities, providing references for consolidating and strength
ening the mainstream ideological and public opinion front.