Now，New Requirements in the Times、Communication new technologies and media new pattern interweave，Correctly guide public opinion to mainstream media、Lead value orientation and coordinate social relations，and Improving the spread of news public opinion、Guidance、Power on the work of influence and credibility proposes new challenges，At the same time, I also created new opportunities。

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In order to deal with complex and changeable public opinion environment，The 19th National Congress of the Communist Party of China proposed "Adhere to the correct public opinion orientation，Pay attention to the construction and innovation of communication methods，Improve the spread of news and public opinion、Guidance、Influence、Trustworthiness "，and use it as an important measure to control the mainstream ideology。

Communication power is effective guidance、The basis for expanding social impact。Communication power is the news content of mainstream media，ability to achieve effective communication，The survival development of the media media。From the perspective of the media，The strength of the communication power depends on the amount of information、Propaganda speed and coverage; from the perspective of the public，Communication power involves reading volume、Number of visitors、Visit frequency、Settings such as staying and forwarding volume。Communication power is a concrete manifestation of news productivity，is guidance、The support of influence and credibility。Production of high -quality communication content、Building a smooth communication channel is to enhance guidance、Prerequisites for influence and credibility; at the same time，Guidance、influence and credibility Bet365 app download also have the function of testing and communication，is the foundation for the communication to obtain trust in the public。

Guidance has the role of leading and guidance，Reflecting the control of the direction of public opinion。Guidance is the mainstream media through condensing consensus，Help the public follow the correct value orientation，Recognize and correct wrong public opinion，Promote public opinion to rationality、Positive development ability，Including guiders、Guidance targets and guidance effects and other elements。where，Guidance target reflects the pertinence of the content、The accuracy of the audience locks，It pointed out the direction for the performance of communication，Influence and credibility are the "Testing Stone" for testing the guidance effect of public opinion。Positive guidance effect can give influence、Trustworthiness plus points，Otherwise, it will weaken the influence and credibility of news and public opinion。From the perspective of the ideological attributes of the news media，Pursuit of guidance correctness is the logical starting point of improving guidance。

The effectiveness of the influence showing news communication、The authority of the media itself。Influence refers to the ability of mainstream media to transform news resources into high -quality news products and obtain ideal communication effect。As a soft power，Influence is related to the construction of our party's administration and the construction and improvement of my country's international image。The strength of the influence and the power of communication and guidance are positively correlated，It is measurement and inspection and communication、Important indicators of guidance，and the communication power and guidance jointly affect the influence of the influence。In addition，Influence is a representation of credibility，The positive bet365 Play online games influence makes the credibility value -added，Converse，will shake the foundation of credibility to a certain extent，Solving the public trust。

Trustness reflects the public's trust and recognition，Is the guarantee for the media to settle down。Trustness is the trust and identification of the mainstream media in the long -term relationship with the public。Intangible assets as the media，It contains fairness and just、Real and objective，and authoritative credibility，And these characteristics are further integrated into news public opinion。Whether the credibility is or the size depends on the changes in the relationship between the media and the public，At the same time, there is a positive correlation with the loyalty and stickiness of the public。As the news media continues to provide high -quality content and products to the public，The credibility of news public opinion is increasing，Then it will also promote the spread of news and public opinion to become more widely，The influence is getting stronger，The guidance is getting more efficient。

　Factors affecting the play of "Four Power"

Improve the "four forces" of news public opinion related to the survival and development of mainstream media，Related to the party's leadership of ideological work。Facing the drama of the news communication pattern，In -depth analysis of the influencing factor of "four forces" to play the efficiency，It is of great significance to improving the "four forces" of news public opinion。

News and public opinion ecology is complex and changeable。With the development of communication technology，Information aggregation platform、Search engines and chat applications become public information、The main channel for expression。Especially social media and mobile terminals with their own large user base and high user stickiness，Control information flow，Plus algorithm recommendation、Bet365 lotto review Personalized customization and other operating modes，Mainstream media is facing the challenge of decline in influence。So，Only improving the credibility of news public opinion、Guidance、Communication power and influence，Mainstream media can correctly lead social public opinion and values。

Existing mechanism constraints。Theoretically speaking，No absolute perfect system、System or mechanism。News Public opinion work in the management system、Management method、Organization、Some problems existing in the reward and punishment mechanism，It is also an important factor that restricts the improvement of the "four forces" of news public opinion。Traditional media and new media's "two skin" status quo in the current organization，directly affects the in -depth development of media fusion，Learn communication and guidance is good; departmental settings、Process management and fusion news production and push still needs to be adjusted; the distribution method and reward and punishment mechanism have not yet followed the market law，Is not conducive to absorbing high -quality talents。All these，Make the content advantage of the mainstream media、Resource advantages, etc. It is difficult to get full play，Then restrict the construction of influence and credibility。

Propaganda technology backward。Most of the current mainstream media are born from traditional media，In the early days of the prosperity of the Internet，Failure to transform thinking in time、Accept new technology，It did not lay out as soon as possible，Weakened channel advantages and audience scale。On the other hand, the emergence of Internet companies，It meets the network node communication mode in a timely manner，Use its own powerful content aggregation and precise recommendation function，A large number of audiences that originally belonged to the mainstream bet365 best casino games media，and become the first choice media for obtaining information，So as to steadily seize the market opportunity。This can be seen，Transition to new mainstream media in traditional mainstream media，In the process of improving the "four forces" of news public opinion，New technology has become a key factor。

　　Improve the effective path of "Four Power"

Promoting the "Four Power" construction of news and public opinion is not only a requirement for media integration to develop in depth，It is even in line with the needs of the new era。

Adapt to the mobile Internet environment，Construction of new mainstream media。Improvement of "Four Power" cannot be separated from the construction of new mainstream media，Not only new ideas，More to learn new technology、New method，Only in this way can you grasp the initiative of the work of news and public opinion，Better the mainstream values。As far as the moment is concerned，The mainstream media should pay attention to the platform's platform of the media; focus on the process of reconstruction of the process; adopt social communication strategies in content and channels;，Really apply Internet thinking in news practice，Reconstruction through the process、Platform extension，Realize effective integration of various news resources，Then implement the content、The best matching of technology and management。

Coordinated and taught the main relationship，Give full play to the relief function。Treatment of the relationship between the teaching subject，Not only the value pursuit of "people first" and the embodiment of the "mass line" in news practice，More involved in the performance of the "four forces" effect of news public opinion。Mainstream media can pass through various new media platforms，Provide more convenient and smooth channels for the audience to participate in news and public opinion，transforms "the media wants to say" into "the audience wants to hear"，Incorporates bet365 Play online games "the audience" into the "media said"，Gradually realize the effective landing of "four forces"，can we give full play to your own publicity and comfort function，Then help improve the mechanism of social interest coordination and contradiction and guidance mechanism，Guarantee social stability。

Pay attention to the means of innovation and communication，Build and improve the intellectual media platform。Current，New Technology, especially the application of artificial intelligence technology in the media industry，It has brought many new possibilities to the production and dissemination of news public opinion。Algorithm application not only increases the news production，It also makes the audience's positioning more accurate，Communication power、The implementation of guidance is becoming more and more efficient。So，Pay attention to learning and innovative communication means，Advanced technologies such as algorithms，Construction does not continuously improve the intellectual media platform，Not only will it help mainstream media to screen in time and accurately、Capture hot topics，Properly grasp the timing and communication method，It also helps to help realize the same frequency resonance with social emotions，Then improve the influence and credibility of news and public opinion。

The increasing complexity of public opinion and the increase in the difficulty of regulation，Coupled with the diversification of the dissemination pattern and the role switching between the characters between the subjects，I have put forward a huge challenge to improving the "four forces" of news public opinion。Therefore，Follow the dissemination of news and public opinion，Based on the new situation of the work of news and public opinion、New tasks and new requirements，On the basis of promoting the integration of healthy and orderly development Bet365 app download of my country's mainstream media in the new era，Construction based on communication、Guidance is direction、The influence is the target、The credibility of the news and public opinion communication system that is guaranteed is urgent。

(This article is the "double first -class" construction of Marxist News Innovation Research (MXG202106) Achievement of Renmin University of China (MXG202106)

(Author Unit: School of Journalism, Renmin University of China)