舆论引导的学理解读:元理由、概念及其系统特征

A Theoretical Analysis on Public Opinion Guidance:the Fundamental Basis, Relevant Concepts, and System Characteristics

舆论引导作为独立概念已成为中国舆论思想的核心与关键,但同时也面临着"舆论是否应被引导"的研究困境。舆论引导的元理由可以从"舆论本体"与"媒介体制"两个层面来论证,辩证地看待舆论本体的作用与局限,在舆论难以通过自洽性实现其合目的发展及舆论系统功能优化之时,以集体主义价值观为导向,可以维持、协调和促进舆论的良性运行。这既为舆论引导的存在提供了必要性与合理性,也为其明确了实践边界与规制空间。运用系统论观点重新界定舆论引导,可以宏观把握舆论引导作为动态平衡的开放系统的运行特征,即不同的舆论在相互碰撞融合中彼此转化、有序包容,用制度与过程的引导替代内容与效果的引导以促进舆论的整体涌现性(社会促进或修正功能)的发挥。

As a unique concept, the guidance of public opinion has been the key part of Chinas public opinion, and needs to have its own paradigm and systematic theories. This paper demonstrates the rationality and legitimacy of the public opinion guidance from two aspects： the affirming or doubting on the ontology of public opinion and the difference on the values of the media system, so as to find out the fundamental basis on which to maintain the benign operation of public opinion under the collectivism values. Combined with the two angles of media communication and the social management, the guidance of public opinion is defined; the dissertation puts forward the dynamic balanced paradigm of the guidance of public opinion, annotates the application of the open system theory in the field of public communication, and realizes the unification of social freedom and order in the new time background.