论新媒介生态环境下党刊的舆论引导责任

On Public Opinion Guidance of Party Magazines in New-Media-Ecology Era

网络等新媒介蓬勃兴起,媒介环境发生了巨大的变化。各种思想激烈交锋,各种观念不断发生碰撞,新兴的网络舆论快速而活跃,影响我党、干部形象的事件以及不利和谐的失控事件频频发生,如果不加以适当引导,后果不堪设想。新媒介生态环境对舆论引导提出了新要求。作为党的喉舌,从传播内容、传播学的传受角度、舆论引导方式来看,党刊拥有舆论引导责任的身份合法性,应当高举舆论引导责任的大旗,遵循党性原则和新闻规律,凭借理论宣传的功能,成为引导舆论的主阵地,从而更好地发挥其舆论引导功能。

With the development of new media such as networks,the media environment has undergone tremendous changes.With the controversies among various ideas and views,internet public opinions began to play an important role in social life.Therefore,we must attach importance to the guidance of internet public opinion.The changes of the new media-ecology put forward new requirements for the guidance of public opinion.As the mouthpiece of the Communist Party,party magazines have the legitimacy and responsibility of guiding public opinion.Thus the party magazines should become the major institution for public opinion guidance by holding the banner of guiding public opinion,following the Party＇s principles and laws of news and propaganda.So the party magazines can promote their theoretical function effectively.