当代舆论学的发展理路与现实取向

The Development Path and Realistic Orientation of Contemporary Public Opinion

科学主义与人本主义作为舆论学两大基本发展脉络,奠定了现代舆论研究的基本格局。在科学的社会管理和技术主义的主导下,对舆论的管理正逐渐成为一种社会控制规范。从研究方法上来看,舆论研究格局仅靠科学主义对于舆论学学科建设是不完整的,一定要从传播研究的两大范式出发,探究舆论研究方法的产生与发展走向,最大限度地实现舆论研究的规范与科学。中国的舆论学正按照现代性的逻辑,根据社会的转型要求,一步步走向科学、效率、控制和管理。但是在舆论管理中也应该注意发挥人的主体性,协调好人的发展与管理效率的关系。

As the two basic development contexts of public opinion,scientism and humanism have laid the basic pattern of modern public opinion research.Under the guidance of scientific social management and technologism,the management of public opinion is gradually becoming a social control norm.From the research methods,the pattern of public opinion research only relying on scientism,is incomplete for the discipline construction of public opinion.We must explore the emergence and development of public opinion research methods from the two major paradigms of communication research,so as to maximize the standardization and science of public opinion research.In accordance with the logic of modernity and the requirements of social transformation,China′s public opinion is moving towards science,efficiency,control and management based on the logic of modernity.But in the management of public opinion,human subjectivity should be given full play and the relationship between the development of people and the efficiency of management should be coordinated well.