In recent years, with the continuous progress of communication technology, new media plays an increasingly important role in people's information communication activities. New media has the advantages of great freedom of information dissemination, openness and convenience, diverse forms of interaction, and more humanized interface. Therefore, it quickly won the general favor of the people in a short time, and its social influence has become increasingly prominent, becoming an important platform for independent expression of public opinion. Compared with the new media, the traditional mainstream media has shortcomings in the independent expression of public opinion, which leads to the continuous loss of audience, weaker public opinion guidance and declining social influence. Therefore, how to improve the guidance of public opinion on the basis of attaching importance to the expression of public opinion and providing an effective window for the independent expression of public opinion has become an era proposition for traditional mainstream media to enhance their influence in the new media environment. First, the new media environment gives unprecedented vitality to the independent expression of public opinion. Expressing public opinion is an important social function undertaken by news media. Under the impetus of the new round of communication technology revolution, new media such as online forums, blogs, Weibo and WeChat have emerged one after another. It can be said that a new chapter in the history of independent expression of public opinion has been opened in terms of communication concepts and technical means. As we all know, the communication mode of traditional media is one-way communication from point (communicator) to surface (mass), which belongs to a typical "communicator center". In this mode of communication, the audience can only passively accept the content spread by the communicator, and the emergence of the network has changed this situation. Especially after the emergence of new media such as online forum, Weibo and WeChat, with its unique interactive characteristics, it rewrote the passive position of previous audiences, making every media user an important node in the process of information dissemination, and at the same time, it can actively produce and process news information as a communicator and release it to the outside world. This undoubtedly gives the grassroots people who used to be "silent audiences" a platform to "speak to the society" and greatly releases the right to speak in society. With the support of various new media, more and more ordinary people begin to take on the role of news producers. They write online logs, post on online forums, Weibo and WeChat, make audio and video files, report what has happened or is happening around them, discuss social hot issues and comment on social current affairs, which has become an important force influencing public opinion. "In terms of cognitive channels, Internet search engines, news websites and Weibo have become the most important channels for emerging mainstream classes to contact and understand information. Timely dissemination, convenient access and freedom of opinion are the reasons that everyone prefers. " It can be seen that the new media has eliminated the monopoly and control of the traditional media on the right of news information dissemination, promoted the equalization of social discourse rights, and given countless personalized micro-contents and micro-information from the grassroots of society an opportunity to present themselves, and even had a strong social impact through some form of effective aggregation and dissemination. The function of public opinion detection and monitoring system Fundamentally speaking, network public opinion monitoring requires real-time, comprehensive and accurate. Duoruike public opinion data analysis station can meet the three major elements of the system public opinion information service market, namely, real-time: the earlier the public opinion is obtained, the greater the space left for response and disposal, while the development of online public opinion is often explosive, and the opportunity is fleeting. Once the best opportunity is missed, it will be regretted; Comprehensiveness: Internet public opinion is a little easier to attack, not as good as the rest, with a large amount of information, and it is easy to ignore many important information; Accuracy: under the condition of massive information, how to accurately grasp the core of the problem and not be trapped by interference is the key to making a correct judgment. Second, the relationship between the independent expression of public opinion and the guidance of public opinion According to the 34th Statistical Report on the Development of China's Internet published by China Internet Network Information Center (CNNIC), as of June 20 14, the number of netizens in China reached 632 million, the Internet penetration rate was 46.9%, and the number of mobile phone users reached 527 million. With the rapid increase of Internet and mobile phone users and people's increasing dependence on their news information dissemination functions, new media such as websites, online forums, blogs, Weibo and WeChat have increasingly become an important force in the field of news information dissemination. At the same time, with the wide application of various new media, the subject of public opinion is increasingly diversified and fragmented. These profound changes in the media environment make it increasingly important to properly handle the relationship between independent expression of public opinion and public opinion guidance. In modern society, the expression of public opinion is the proper meaning for any country to realize social democracy. The degree of freedom of public opinion expression and the extent to which it can become a reference for government decision-making and governance behavior often mean the degree of social democratization in a country. On the one hand, public opinion expression has the function of venting social emotions, which can alleviate or even eliminate social contradictions or confrontations and avoid social shocks. The expression of public opinion is restricted, citizens' social demands cannot be realized, interests cannot be realized, discontent will accumulate, contradictions will gradually increase, and social stability will be affected; On the other hand, the full expression of public opinion can make the government know the problems and their seriousness in society in time, and make corresponding decisions and arrangements to deal with or solve these problems, thus maintaining social stability and promoting social progress. With the advent of the new media era, public opinion expression has more convenient channels and more relaxed space, and respect and attention to independent expression of public opinion has increasingly become a universally recognized value concept. In this social atmosphere, any public opinion guidance that ignores the expression of public opinion will be difficult to gain social recognition. Therefore, paying full attention to the expression of public opinion and providing a window for the independent expression of public opinion without losing time are the main ways for traditional mainstream media to improve the guidance of public opinion. At the same time, people's ideological understanding, values and interests are increasingly divided and diversified. "Under the domination of different interests, different social classes and social groups will inevitably form different opinions when facing the same social problems, thus making public opinion diversified and even chaotic." (2) Although this situation is conducive to the embodiment of public opinion, if the torrent of "public opinion" is allowed to vent freely and disorderly, it will certainly open the door for the wanton breeding and spread of negative social emotions and endanger social stability and even national security. Therefore, the society still needs the mainstream media to play the role of public opinion guidance, guide people's social words and deeds, check and balance the disorderly expression of public opinion, and avoid public opinion falling into disorder. In recent years, many typical cases of public opinion disorder caused by the chaotic expression of "public opinion" have made people realize the importance of handling the relationship between independent expression of public opinion and public opinion guidance. The practice of news communication also shows that the traditional mainstream media can give full play to the public opinion-oriented function, clarify and dispel all kinds of false, one-sided and wrong information and remarks in society and on the Internet in time, effectively dispel the confusion of public opinion, improve the overall health and harmony of the public opinion environment, and then play a role in stabilizing the people's hearts and boosting the benign development of society. Third, improving the guidance of public opinion, enhancing the influence of mainstream media, giving full play to the guidance function of news media, rallying social consciousness, rallying forces from all walks of life, and serving national construction and social development are important experiences of our party in governing the country for many years, and are also important social missions undertaken by mainstream media in China. In the new media environment, the mainstream media must actively adapt to the changing trend of the communication environment, actively provide an effective window for the independent expression of public opinion, and actively respond to public concerns. On the one hand, we should make good use of our own authority and credibility advantages, take the initiative to visit people's feelings and listen to people's voices, and consciously plan and launch some special reports and special reports in view of the hot and difficult issues of public concern in social life, which not only effectively communicates public opinion and speaks for the people, but also flexibly realizes effective guidance to public opinion. "To guide public opinion, we must assess the situation, attach importance to guiding social hot issues, and strengthen pertinence." Therefore, in today's increasingly diversified media platforms, if the mainstream media want to continue to play the role of public opinion leader and win the initiative of public opinion guidance, they must take the initiative to put down their "body plate", be fully grounded, be willing to listen to the voice of the people, be willing to reflect public opinion, and be willing to pave the way for satisfying the people's right to participate, express and supervise various social affairs. For example, CCTV's "going to the grassroots" launched in "News Network" in recent years. A series of reports, such as People's Voice and china national radio's Warm Way Home, are examples of actively visiting people's feelings and observing people's voice. Talking about "happiness" and "family style" with ordinary people has aroused extensive discussion in society and produced a good public opinion effect.
On the other hand, we should make good use of new media platforms such as online forums, Weibo and WeChat to actively sort out and present people's reasonable opinions and opinions on various social affairs, lay a broad discourse platform and communication channels for the independent expression of public opinion, and maximize the transformation of "bystanders" into active discourse negotiators and even promoters of public opinion guidance in the confrontation of various public opinion topics. In this regard, CCTV Financial Review (Weibo platform "CCTV Financial Review"), Voice of China News Horizon in china national radio (WeChat platform "News Horizon") and China Radio International's global information broadcasting news inventory (WeChat platform "Global Sharp Review") have all played a good role in demonstrating and taking the lead. Of course, with the profound changes in social structure, the independence and differences of people's ideological activities are becoming increasingly obvious, and people pay more and more attention to the expression of their own rights and interests. The emergence of new media just caters to this trend, enabling people to spread information and opinions without being limited by their status and status, relying on online forums, Weibo, WeChat and other platforms. However, due to the lack of rigorous and professional information checking procedures in traditional media, emotional content and one-sided information uploaded by some users on these social media platforms often turn into a fuse to ignite the storm of public opinion while causing social "onlookers". "On the one hand, the retirement of the gate gives ordinary users the right to speak freely, on the other hand, it also causes the proliferation of false and harmful information." It can be seen that when people experience the unparalleled expression of public opinion, new media often make themselves a breeding platform for rumors and false information and an amplifier of negative social emotions. In the new media environment, any ordinary person can freely express his opinions and demands with the help of the convenient communication platform around him, but any ordinary person can also spread negative emotions and one-sided views under the guise of "public opinion" to mislead the public and public opinion. Therefore, it is especially necessary for the mainstream media to speak out in time, balance and restrict the communication effect, so as to present the real social picture and the trend of public opinion to the public. Although public opinion needs independent expression, building a rational, balanced and fair public opinion expression platform is an indispensable prerequisite to ensure its positive energy. To sum up, in the face of the complicated information dissemination pattern and changeable public opinion environment in the new media era, the traditional mainstream media should respect and attach importance to the independent expression of public opinion, strive to effectively protect the people's right to know, participate, express and supervise social affairs, persist in consolidating and expanding mainstream ideological public opinion, carry forward the main theme, spread positive energy, and at the same time, take the initiative to visit people's feelings, observe people's voices and speak for the people, effectively enhancing the closeness of communication content. Only in this way can we effectively perform the function of public opinion guidance and effectively enhance our influence.