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Public opinion guidance in the era of the media needs to "fusion thinking"

June 12, 2020 00:45 Source: "China Social Sciences" June 12, 2020, No. 1946, author: Xu Meng Wang Wei

　　The "CPC Central Committee of the Central Committee of the Communist Party of China on persistence and improvement of socialist system with Chinese characteristics、Decision to promote the modernization of the national governance system and governance capabilities "，Depart from the party and the country's global situation，It is clearly proposed "to improve the working mechanism of public opinion guidance with correct orientation"。With the rapid arrival of the media era，Media structure、Public opinion environment、The communication method has undergone subversive changes，It also brings opportunities and challenges to public opinion guidance。Thinking mode is a powerful leverage for leverage capacity building。Resolutely implement the decision -making deployment of the Party Central Committee，To establish "fusion thinking" in the era of melting media，From the concept of value、Method、Platform channel、Effect feedback improves public opinion guidance ability and level。

　　First, the concept of public opinion guidance needs to be "melted"。Rong Media era，The technological revolution has profoundly changed the formation mode and communication of public opinion。Everyone has a microphone，Fully expression and three -dimensional information dissemination breaks the time and space limit，Various information interacts with a shorter time and wider space，greatly breaks the time and space limit of public opinion from generation to fermentation，Information is everywhere。Social conditions in various places、Public opinion、bet365 live casino games People's sentiment、Informatization level、The ability of the audience、The media fusion process, etc., have different degrees of differences，Public opinion guidance work needs to deal with complex environments，Welcome to changing challenges。In this case, massive a large amount of、Diversified、Different、Diverse public opinion is transformed into to promote social stability、Promoting social harmonious development、Positive energy to improve the quality of people's life，First of all, we must break the thinking fixed formula of the traditional media era，Forms a new understanding of adapting to the integration of the media、New point of view、New concept，Fully merged at the level of value concept and achieve basic consensus，Lay the foundation for the improvement of the level of public opinion guidance in the era of melancholy media。

　　Rong Media era，Public opinion guidance work must adhere to the correct political direction，Adhere to the people -centered value orientation，Persist in paying attention to the people's sentiment、Inspect the people's sentiment、Inspect the people's sentiment，Adhere to the requirements of social development and the fundamental interests of the people，Consolidation of the common ideological foundation of the people's unity and struggle。General Secretary Xi Jinping sent a message from news public opinion workers to enhance politicians' newspaper consciousness，In the center、Find the coordinate positioning in service overall situation，Keep in mind social responsibility，Keep solving "For whom、Who can rely on、Who am I "The fundamental question。The open and inclusive concept of the media era、Rich and multiple concepts、Symbiosis sharing concept，Finally integrated and implemented in public Bet365 lotto review opinion guidance work，To improve the spread of news and public opinion、Guidance、Influence、Troubleshooting is the target，This is the initiative to win public opinion struggle、The inevitable requirements of consolidating mainstream ideology。

　　Second, the way of public opinion guidance and method pursue "meong"。Rong Media era，Public opinion guidance methods and methods are by no means a simple and stubborn superposition in terms of means and skills，To highlight its "meong"，Pursuing its "contact"。If traditional public opinion guides the advantages of communication with the help of mainstream media，The main guidance means "I said you listen"，So the era of melting media，This communication advantage and status have been greatly challenged。Display massive transmission、In the context of multi -directional communication，Each communication audience may become an information radiation source。The scope of information communication is extremely wide、Very fast speed，Almost no dead end in the whole field、Zero delay in the whole process。Old public opinion guidance methods，Today's information explosion，Not only can not meet the requirements of the era of meling media，Restrictions on the guidance effect，It is easier to exacerbate the public’s suspicion。

　　Rong Media era，Public opinion guidance methods and methods must conform to the objective laws of the development of the times，Strengthen guidance means and discourse innovation。On the guidance method，It is necessary to win public trust by publishing authoritative information in a timely manner; carefully set up public opinion topics and agenda，To a certain extent guides the society to focus on a specific direction; by playing the leading role of "public opinion leaders"，Establish the correct public opinion bet365 Play online games orientation。In the way of discourse，Note "the combination of the rule of law and human feelings"，Guide public opinion through rule of law，You can use scientific and standardized institutional procedures，Guarantee information dissemination open and transparent、More standardized，Make some tendency in public opinion more scientific、More standardized，Let the public have expectations for the release rhythm、Trust the content of the release;，Based on psychological empathy and ideological interoperability，Make public opinion guidance work with temperature、Ground、Public opinion、Telling feelings，to produce a good public opinion guidance effect。

　　Third, the public opinion guidance platform channel forms "Rong" exchange。Rong Media era，Mobile Application、Social media、live broadcast、Short video and other new applications and new formats are constantly emerging，Information transmission channel presents a diversified mode，The media pattern is quickly reshaped。Facing the complicated information source，Newspaper、Radio and Television and other traditional media have the credibility advantages and rich content resources of public media，Mobile technology and network platforms have flexible and fast communication methods and huge data integration processing capabilities。Emerging media is spreading the form、Communication methods, etc., greatly surpassing traditional media，But at the same time, it cannot ignore the characteristics and advantages of traditional media。This requires complementary advantages of traditional media and emerging media，Different platforms are in the same direction，Implementing integrated operation、Structural interoperability。Promote the comprehensive integration of traditional media and emerging media，Bet365 lotto review Promote the spread of the two、Information Resources、The mechanism system and other deep fusion，Give full play to the advantages of the strength，Forms the "Communist Rong" and "Interchange" of the platform channel。

　　In the process of integration of traditional media and emerging media，We must vigorously implement the mobile priority strategy，Innovative use of information、Digitalization、Network technology，Integrated optimization WeChat、Weibo、Public account、APP and other types of mobile terminal platforms;、Magazine、Broadcast、TV and other traditional media rely on，Putting traditional media in terms of content and emerging media are spread、Technical and other levels of advantages organically combined; apply the advantages of traditional media to the information content of the emerging media，and introduce advanced communication technology、Cultivate professional talents、Improve communication ability，Effectively curb the adverse effects of negative information and online rumors，Constantly build a new communication platform、Expand the new interactive mode、Build a new communication channel，How to innovate the guidance of public opinion。Under the premise of insisting on the correct public opinion orientation，Delivery to realize it、Be able to merge，Forms "Move Priority、Radio and Television Follow -up、Paper Media to Deep、Multiple generation、Diverse Communication "integration system。

　　Fourth is the feedback of public opinion guidance effects to achieve "melting"。Rong Media era，Communication concept、Communication method、The integration of the communication channel finally points to the same goal: communication effect。Traditional single information dissemination values the content of the information and the bet365 best casino games timing of the release，Not greatly emphasized the collection and feedback of the effect of communication，Caused the guidance effect and free，It is difficult to evaluate。Actually，Objective information arrival rate cannot be simply equivalent to the audience accepting information digestive。The purpose of information dissemination is not the dynamic transmission of information products，Instead, it is necessary to actually affect the psychological attitude of the target audience。Rong Media era，Information dissemination is rapid and flexible and extensive audience，If there is a lack of information dissemination mechanism，The influence of information is unknown or blurred，The cost of information dissemination cannot be accurately calculated，The scope and degree of information acceptance of the information audience cannot be analyzed，Dynamic virtuous cycle of information release and feedback cannot be formed。

　　Therefore，Rong Media era，Public opinion guidance to update the concept of single communication，Fusion information collection mechanism and effect feedback platform，Dynamic testing and evaluation of the dissemination effect in practice，Public opinion guidance from publishing to feedback throughout the process、From the spread of all channels from spread to seeing the effect。Based on this，On the one hand, we should further establish and improve the rapid response mechanism of emerging media and the full media linkage mechanism，Give play to the important role of emerging media in the theme public opinion propaganda and major emergencies guidance。On the other hand，To form a special high -quality public opinion analysis and management team，Establish and improve the public opinion monitoring mechanism on the basis of mastering public opinion monitoring technology、bet365 Play online games Public opinion early warning mechanism、Public opinion feedback mechanism and emergency public opinion response mechanism。

　　(Author Unit: School of Political Science of National Defense University)

Editor in charge: Changchang