Public opinion guided in the late 1980s，With the continuous deepening of reform and opening up and the party's emphasis on news and public opinion work，Gradually mature，It has now become the core of the concept of independent concepts，It is an important part of becoming an important component of the knowledge system with Chinese characteristics。Looking at more than 30 years，The guidance of the academic circles around public opinion、Research on the guidance of public opinion，Both rational speculation for reality，System analysis that also pays attention to empirical inspection。Media Public Opinion Guidance Capability as a part of the party's ruling ability，It is an important governing resource in the country，Research on it is only empirical、Experience is not enough。Current，Understand the essence of public opinion from deeper、Formation process、institutional mechanism, etc.，Guiding media public opinion as a systematic engineering analysis and constructed research results is rare。"Theoretical Research on Media Public Opinion Guidance in Social Consciousness" (Xu Hai，People's Daily Press March 2020) Strive to achieve this innovative integration。The author makes full use of the advantages of his multi -disciplinary background，Fusion Literature、Philosophy、Communication、Psychology and other disciplines，The reasons for the guidance of media public opinion、Basis、Method、System Construction for in -depth analysis，Strive to provide the theoretical basis and logic framework for the work and national governance practice of news public opinion。

As the title says，The author incorporates social consciousness into the framework of the media guidance research framework，The theoretical source Bet365 lotto review of social consciousness theory as understanding the guidance of media public opinion，Deeply revealing how social consciousness forms social public opinion，What kind of role does mass media play in the interaction between social consciousness and public opinion。From this，Become a study of social consciousness、Works of the relationship between public opinion and media reports，opened a new field of public opinion research。

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In the street talks，"Public Opinion" is a vocabulary that has been repeatedly mentioned。Actually，It is still a professional term。But，Terms used by everyone，It may be the most difficult to define。American scholar Harwood Chelder once in "Public Public Opinion: Features、Forms and Forms，The 50 definitions on public opinion。Even scholars have doubts about the reality of "public opinion"。For example，French scholar Burdiehe's "public opinion does not exist" theory、Elizabeth Nornorman's "Abandoned Public Opinion" theory。Existence of the world of public opinion，There is the existence of the concept of public opinion。Although a thousand scholars have a thousand definitions of public opinion，But most scholars have three consensus on the definition of public opinion: public opinion is powerful，Public opinion is expression、is gathering，Public opinion has energy、Public and collection features。The author of the book tries to push the definition of public opinion to a philosophical category，What is the essence of public opinion。

Social consciousness and public opinion, in terms of level or the scope of the subject，All have correlation、Adhesive。In Marxist philosophy，Social consciousness is life as a social subject in social life、Various consciousness shown in social behavior and social movement; and public opinion as the public expression of a behavior as a social subject，Is belief、Opinions、The sum of the attitude，Obviously it is a special state Bet365 lotto review of social consciousness。It's just that public opinion is always in the external space of society，The surface consciousness that constitutes the society，But essentially conforms to the characteristics and development rules of consciousness。Therefore，After the book systematically discusses the relationship between social consciousness structure and between various levels，Innovatively analyzed the fuzzyness of public opinion、Floating、Contradiction and plastic features，and summarize the essence of public opinion is a special social consciousness with a variety of social consciousness fusion characteristics。I think that public opinion is a kind of floating consciousness，It is a special form of social consciousness。This is the academic breakthrough of this book，It is also the basic premise established by the author's research。

Since public opinion has a special level Bet365 lotto review of social consciousness and characteristics，It may realize from social psychology to social ideology，That is from low -level to advanced、The transformation from sensual to rationality，So how do you turn this possible reality in modern society? What role does the media play in this transformation?，It is also a problem that the author tries to solve in the book。The influence of mass media on real life is increasing，Information technology is affecting politics in all aspects、Economy、Many aspects of cultural and social life，Continuously changing people's work、Learning、Life and its way of interaction。This communication status determines the nature and functions of the medium comprehensively and scientifically，It is an important goal to solve the guidance of media public opinion。The book is based on the perspective of social consciousness，It is pointed out that the medium is a bridge to establish connections and spiritual interaction in different subjects in a certain social relationship，Then reveals the "meta function" bet365 Play online games of the media that constructs social consciousness。From this，The media must also play an important role in renovating the guidance of public opinion in practice。

　　Public opinion needs guidance

Explain why public opinion needs to guide multiple angles。Starting from reality，Disclosure of public opinion during the period of social transformation will affect the social ecology to a certain extent。Standing from the perspective of national security，Public opinion is "Anti -pores" and "safety valve" for maintaining social safety operations。Starting from changes in the media environment，All kinds of media forces restrict each other、Impact、Interactive，Form a complex public opinion situation。Everyone is the era of microphone，Various public opinion is active and intertwined，Form a variety of public opinion scenes。The above -mentioned attribution is a profound summary of the existence of society，Although it has realistic direction，But it is difficult to clear the root of public opinion from the way of thinking。

Proposed in the book，Special social consciousness of public opinion as a direct face，It will have many defects due to the reasons such as reflector's own ability and obtaining information and reality。One aspect，Public opinion as "the theory of everyone"，It is a formal form of opinion，With fuzzy and floating，This feature makes it strongly plastic and guided real space。On the other hand，Modern public opinion under the Internet conditions，There are some irrational phenomena。Therefore，Compared to literature、Art、Philosophy and other social conscious forms，The value of public opinion as a social consciousness is limited，The defects of this content are the root cause of public opinion that needs to be guided by public opinion。

In the study of analysis of public opinion and media relations，The author's consciousness Bet365 lotto review of social consciousness、Object object、Reflects the three most bet365 best casino games basic elements of the content，Public opinion that extends out as a special ideology also contains public opinion subjects、Three basic elements of public opinion object and public opinion content，Number of public opinion、Strongly、Functional performance and quality elements，It is a further analysis of these basic elements。Due to the high interaction between modern social media and public opinion，The media supports the pillar of the entire public opinion building，It provides public opinion content in the transmission and integration of information。The author mentioned many novel concepts during the demonstration process，For example, "Copy World" and "Spiritual Information Products"，It is pointed out that the medium is acting on the spiritual consciousness by creating a spiritual nature of "copying the world"，Create public opinion objects。In addition，The book also further deepen the theoretical system of media interaction with public opinion and social consciousness，Interpretation of the relationship between the media and the drive and being driven between public opinion，I think the media can reflect public opinion、Organizational public opinion、Analysis of public opinion、Treatment of public opinion，The direction and belonging that affects the changes of public opinion。

　　bigger and stronger mainstream public opinion

The author thinks，To achieve public opinion leading goals，Must be cognitive、Emotional、The effect is achieved at the value level，Especially at the value guidance level。To grasp the dialectical relationship and interest relationship increase in information dissemination，Let the subject of public opinion have correct cognition and evaluation; to meet psychological needs in emotional persuasion; condense consensus in "shaping" and "maintenance" of mainstream values、Promoting the effect of social identity。At the same time，In view of the media guidance containing Bet365 app download the social persuasion process，To be cognitive、Emotional and value level reaches the persuasive effect，It must also be constructed with ideological theory guidance、News guidance、Working system mainly based on cultural and artistic guidance，Realize the effect from "visible guidance" to "invisible guidance"。

The author's rational speculation guidance of media public opinion，It has a strong inspiration of the positioning and development of media characters in the current environment。As the book reflected in the book，Due to its own advantages and characteristics，The media can build social consciousness，Guide public opinion。but，Media's guidance for social consciousness is just an operation，Its limited value determines that it cannot control all social consciousness，Affecting the flow of the entire social consciousness。At the same time，The formation and guidance of public opinion is a complex dynamic process，Where does public opinion come、Wherever you go, it is not only determined by the media。Social reality that grasps the face of public opinion，is to effectively solve public opinion、Key to guide public opinion。So，Emphasized in the book，The media should be placed in the macro system，Comprehensive analysis of the value boundary guided by the media、Reasonable positioning，Neither can exaggerate nor reduces the ability of media public opinion。In the information everywhere、所 所、No one does not use， Public opinion ecology and media patterns that have changed rapidly in the whole media era，bigger and stronger mainstream public opinion，Against the consolidation of the common ideological foundation of the people of the whole party and the people of unity and fight for the whole party。How to achieve the leading role of mainstream values ​​in the whole media communication pattern，Become the most thoughtful problem in the media。

The book finally proposes the rational as the media that should be in the Bet365 lotto review background of social transformation，That is to adapt to the needs of the audience、Give full play to professional advantages，Efforts to become a comprehensive reflex of public opinion、Active expression、Effective Organizer and Wise identifier。New、Make the trend，Realize mainstream value leadership in this new pattern，It is the responsibility and mission of contemporary media people。

　(Author Unit: College of Marxism, Communication University of China)