互联网时代的群众路线复兴——扁平化舆论引导机制初探

The Revival of the Mass Line in the Internet Age——Study on the Flat Mechanism for Guiding Public Opinion

在新的媒介政治经济生态环境下,应通过重建扁平化的正确引导舆论的体制机制,确保在重大事件和议题上,掌握社会政治和经济发展的议题权、叙事权和议程设置权。舆论引导体制机制必须面对媒体市场化、资本化和网络移动化的新特点而改革创新。面对西方的舆论攻势,不妨在策略上学习和借鉴西方国家的某些做法,以策略对策略。宣传体制机制扁平化需要互联网思维,充分理解互联网在宣传传播路径、社会话语体系、叙事风格、舆论演化规律等方面引起的结构性变化,视社交网络媒体为党的群众工作的新疆域,把扁平化舆论引导机制明确提到互联网与大数据时代党的群众路线在宣传领域复兴的高度。

In the new political and economic environment for media, the government should reconstruct the flat mechanism and system for correctly guiding public opinion to ensure that it keeps grip on the powers concerning topic selecting, story-telling and agenda setting in the social, political and economic development over important events and issues The mechanism and system for guiding public opinion should be reformed and innovated as a result of the new characteristics of media that it becomes market-based, capital-fuelled and reliant on mobile Internet. Facing the Western public opinion offensive, China may learn some strategies from the Western countries to fight back The flat publicity system and mechanism requires having Internet thinking; fully understanding the structural changes caused by Internet in publicity path, social discourse system, narrative style, and the evolution of public opinion; considering social networking media the new area for the Party＇s mass work; and creating a strong link between the flat mechanism and system for correctly guiding public opinion and the revival of the Party＇s mass line in terms of publicity in the Internet and big data era.