Talking about the Responsibility of Media in Guiding Public Opinion under the Network Environment

The development of Internet technology promotes the growing popularity of Internet applications.The relatively free and open network environment makes mass communication pattern changed.Wide sources of information, fast speed of transmission and the boost of the public free speech cause the public "to jump" from the traditional dissemination environment, and at an all-time high participation, giving rise to "viral" spread and "Communicator and audience in one" mode of transmission.In this case, how to guide the network public opinion, make the network media in the new environment bare right responsibility of public opinion direction, has become a current hot topic. The Analysis of Current Network Environment in China"35th China Internet Development Condition Statistics Report" of CNNIC has suggested that 54.5 percent of netizens have faith in the Internet in2014, the credibility of the netizens have improved greatly compared to 35.1 percent in 2007.The investigation indicated that 43.8% netizens like making commentaries on the Internet.Network space has become an important place of speech.From the overall environment, the massive network information, the fast dissemination speed, the free access to information, and the relatively open environment, accustomed public to obtaining or releasing information on the network and having high credibility about it, "the communication with fingers" become more and more frequent.Compared to the traditional communication environment, the network communication environment has following characteristics.