新时期提高舆论引导水平研究述评

Revision of studies on improving abilities to guide public opinion in the new period

基于不同的理论立场和分析视角,当前学术界主要从舆论的本质属性和内在特征、社会转型的需要、党管媒体原则、舆论所蕴含的力量、当前社会舆论态势、提高党的执政能力等方面考察提升舆论引导水平的必要性和重要性。针对新时期舆论引导实践中存在的问题和不足,研究者认为主要应从以下几个方面加强,一要遵循新闻宣传和传播学的规律和方法;二要以人为本地考虑受众心理特点和社会民生需求;三要推动网络等新兴媒体与传统媒体良性互动;四要建立国家舆论战略,健全舆论引导格局和机制;五要正确处理舆论引导和舆论监督的关系。当前提升舆论引导水平方面的研究,亟需在原有的新闻传播学途径基础上,引进社会学、政治学、心理学、行政管理学、公共关系学等方面的视角,尤其是要结合当前中国的政治情势和国情特色,强化从执政党能力建设视野来研究该命题的学术取向和问题,加大对执政党和政府这一关键性舆论引导主体的能力结构、实践模式、运作方式等方面的研究。

Based on the different theoretical standpoints and analysis perspective, at present, academic circles demonstrate necessity and significance of improving the level of consensus guidance form the aspects of natural property of consensus, demands of society transition, the principle of the Party assuming the responsibility for news medium, the force of public opinion, situations of public opinion, construction of the Party＇s governance capability and so on. To solve the existing problems and making up shortages of the practice of the guidance for public opinion, researchers believe that following five aspects should be strengthened. Firstly, laws and methods of journalism and communication should be followed. Secondly, the psychology of the audience and the people＇s livelihood should be taken into account. Thirdly, the government should put forward the beneficial interaction between the burgeoning media such as the network and traditional media. Fourthly, the government should carry out tile national strategy of consensus guidance and improve pattern and mechanism of guidance for public opinion. Finally, the relations between guidance for public opinion and supervision by public opinion should be correctly dealt with. Based on the revision of current research, this paper holds the opinion that some new research perspectives, such as sociology, political science, psychology, public administration, public relations, should be introduced into the research of improving the guidance of public opinion. Above all, more efforts should be made to research the ability structure, practice mode and operation of ruling party and government by combining state＇s characteristics and political situation and consolidating the academic orientation to improve Party＇s governance capability.