论信息时代地方政府对地方媒体的舆论引导

On Public Opinion Guidance to Local Media of the Local Government in the Information Era

信息时代,以电脑、手机为代表的新媒体改变了原有的信息传播格局,政府对媒体的管理应随之变化,尤其是地方政府要加强对地方媒体的舆论引导。目前地方政府对媒体的舆论引导存在引导乏力、引导过期、引导失准等问题,使得地方政府的公信力受损,影响了政府形象。地方政府要通过完善新闻发言人制度、提高议程设置能力、健全新闻阅评制度等方式,提高对地方媒体的舆论引导能力,使地方政府、地方媒体和地方公众三方齐力,构建良好的地方舆论氛围,推动地方和谐发展。

In this information age, new media represented by computers and cell phones have transformed the original information transmission structure, leading to the corresponding changes in media management by the government, particularly in the strengthened public opinion guidance by local governments on local media. Current problems such as guidance fatigue and misalignment as well as overdue guidance have resulted in damaged public trust and ruined image of the local governments, which should promote their capability in guiding the local media through improving news spokesman system, enhancing agenda setting ability and perfecting news examining and evaluating system. Therefore, the good local public opinion atmosphere could be constructed through joint efforts of the local government, the local media and the native people to promote the regional harmonious development.