"Gathering Heart" is an important mission of propaganda work in the new situation，It is also an inevitable requirement for the unity of party and people's nature。The fine tradition of publicity and ideological work is good at gathered to gather party hearts and public opinion，Taking the fundamental interests of the people as the standard，Successfully transforms the party's policy into the action of the masses，This is the mission and responsibilities of the propaganda work。Grassroots people are relatively lacking due to media resources，In social life, it is difficult to be fully expressed and resolved in social life。So，How to use the "Speaking" rhetoric to build the right to speak at the grassroots mass media，Make its interests and demands fully expressed，to improve the discourse ability of the media's "gathering people"，is an important topic of realisticness。

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"Terministic Screen" is an obscure with the motivation of rhetoric、Highlighting specific rhetoric terms to guide the audience，The concept proposed by rhetoric scholar Kenneth Burke。Berke thinks，Language starts from the ultimate motivation，The function of playing the function through "Resignation"。"Resignation" is a way to guide attention，They play a role with individual bet365 best casino games terms in foreseeable ways。The reality is created by language creation and constructing，Especially the "resignation" built by specific terms。Our description and understanding of reality requires the help of language symbols。In the process of using language symbols to describe reality，Based on your own communication intent，We will cover the reality with language symbols，and just highlight the content you want to express。So，Language symbols are essentially a "resignation"。

covering、Vision -angle、Guidance and motivation as the main feature of "resignation"，Play an important role in the reality of discourse。All human communication is through all kinds of with individuals、Society、Culture and History -related "resignation" performed，They reflect our positioning of reality、perspective and worldview。"Victory" provides a perspective，Build reality with the words accumulated through words，Create the "Index Framework" for the audience，With guidance。Berke's "resignation" concept provides a unique way to explain the choice of language symbols，"Speaking" built through various words，Manipulating human motivation。People contain motivation in the process of using "resignation"，The use of "resignation" is a rhetoric process，All are the perfect display of language use motivation。

　　"Victory" rhetoric 

The concept of "right to speak" includes "discourse" and "right"。The development of "discourse" has gone through the division of "language" and "words"、The definition of "power" Bet365 app download and "discourse" of Foucault，and the "discourse" concept of critic analysis of FairClough (Fairclough)。"Dialogue" in the same society is getting closer and closer，During the development process，The "power" of "discourse" gradually appears。On the basis of the research on "right to speak"，The research of "media discourse" gradually develops。The "mimic environment" proposed by Lippmann is one of the sources of "media discourse"。With the development of the Internet and self -media，Media's right to speak becomes the focus of research。Current，Chinese society is in the transition period，There are many uncertain factors in the process of social change，The media that reflects the concepts of grassroots people and the demands of interests becomes a phenomenon。

Improve the right to speak at the grassroots mass media，Need the media to play initiative，Enhance the sense of social responsibility，Grasp the core values ​​of socialism，True people -centered，Enhance empathy，Stand at the grassroots people's position，Select the words used in the communication activity，The "resignation screen" that is conducive to the grassroots group。The selected words selected should be appropriately described by this group，The fairness of the discourse。The media should make full use of the cognitive function and rhetoric function of "resignation effect"，Select the right framework and perspective，Build a suitable rhetoric motivation，Hen the humanistic care of the grassroots people。The media should convey the correct socialist values ​​to the audience，bet365 best casino games To achieve persuasion of the audience，Promote the social consensus of the grassroots people，To truly improve the discourse ability of the media's "gathering people"。

　　Enhance the discourse ability of the media "gathering people" 

Media's discourse ability is guiding social public opinion、Play an important role in controlling social public opinion。Media discourse can reflect the achievements of socialist modernization and constructive supervision of problems existing during social transformation，Have a certain social influence。The indicators measured by the discourse of the media mainly include content attractive、Media credibility、Feedback processing ability、Propage coverage rate, etc.，The above aspects of the improvement of the ability of media discourse。Since the appropriateness of the content is directly related to the dissemination effect of the media，Therefore, improving the discourse ability of the media's "gathering people"，The value guidance of the media report should be strengthened，Give full play to its impact on public opinion。The media can use the characteristics of "resignation"，Strengthen the construction of report content from the following three aspects。

The first is selective -thinking about words，Be prepared for rhetoric。Berke thinks，"We must use resignation，We can't say anything because there is no term; no matter what the term we use，They will inevitably constitute a corresponding resignation; any such resignation will draw attention to a field，instead of another field "。So，When making news writing，The construction of "Resignation" is essential，bet365 best casino games But what kind of words are used as a "resignation" to reflect the rhetoric motivation of the rhetoric to achieve the rhetoric，Those who need to rhetoric to take the initiative to understand the subjective and objective needs，Combined with media communication requirements，Considering sentences，Select the right、Can accurately reflect the words of rhetoric motivation，Perform rational discussion，So as to prepare the preliminary preparation of rhetoric。

The second is guidance -highlight the needs of the audience，Realize empathy expression in rhetoric。Definition of "Repulse"，There are two perspectives in the psychology world。On the one hand, "reunification" refers to the cognitive consciousness of the other state of others，On the other hand, "Repulse" is an emotional response to the alternative to others。Hofmann (Hofmann) thinks，The key to empathy is the participation of psychological processes，"Sensing Empathy"。So，During the writing process of news reports，Rhetore needs to be fully "shared" with the audience，Make news writing from the needs of the audience，This is a process of re -cognition of the audience。Of course，This does not mean that in the writing process, only the crowd。This process of perception and empathy for the audience，It is to achieve appropriateness of rhetoric。The rational thinking of the audience in cognition and emotional level is an important prerequisite for realizing the motivation to achieve rhetoric。

Third is persuasion -enhanced communication effect，Promoting public opinion guidance。Bet365 lotto review Berke thinks，The basic principle of rhetoric is "effective with change"。Although Berke emphasized that the rhetoric finally produced the effect of "change" on the audience，But he emphasizes that the premise and foundation of "change" is "the same"，The real rhetoric effect comes from the "same" as the audience。Berke's rhetoric is based on "the same"，The foundation of "Same" comes from the rhetoric motivation in a specific rhetoric。"Same" is both rhetoric，Rhetoric strategy。So，"Same" as the audience is the prerequisite and foundation for realizing the persuasion of "resignation"。Choose the right language to build a "resignation"，Considering the needs of the audience to coordinate with the audience，"Changing" into the basis of "effect" in the audience。"Effect" means successful persuasion，that is, the communication effect generated by "change"。The communication of the media should pay attention to the effect of communication，The communication effect is the standard for testing the media to be successful。Use "resignation" reasonably，Complex audience，Make the audience tend to accept the content of spread，It is conducive to enhancing the effect of communication，So as to improve the public opinion guidance of the media。

The media enhances the discourse ability of "gathering people" through "resignation"，Especially to enhance the media discourse rights of grassroots people，Council and discourse，Create a suitable media public opinion ecology，Improve the spread of news and public opinion，bet365 live casino games So as to eventually enhance social cohesion。

　(Author is Deputy Director of the Northeast Asia Research Center of Qufu Normal University)