公众参与:新时期舆论引导的正确选择

Public Participation:Proper Guidance of Public Opinion

当今世界开放性和多元化趋势日益明显,人们的观念日趋多样化,大众传媒通过"单向意见整合"使社会思想一体化已不可能,变革传统舆论引导方式势在必行。沿着历史文化脉络考察可以发现,以"单向意见整合"为特征的舆论引导源自文化精英主导的话语方式。还话语权予社会公众,让公众参与意见表达的舆论引导是传播社会学中"社会参与论"的题中应有之意,社会调查也表明这种舆论引导方式更为有效。公众参与意见表达的舆论引导既与以共同体自治为特征的良好治理方式相适应,又与发挥公众在文化建设中的主体作用的中央精神相一致,并与互联网带动下的交互式传播潮流相契合,因而是新时期传媒的正确选择。

Formerly public opinion was guided by the cultural elites, who managed to ensure the unanimity of public opinion through the preservation of the right of speech. Since the reform and opedaing- up, however, public opinion has tended to be diverse rather than unanimous, and the traditional way of guiding public opinion cannot work any longer. On the present situation, the best choice of the media is to give the right of speech to the public and let them state their views.