变革与坚守:社交媒体时代的舆论引导工作

Transformation and Persistence:Public Opinion Guidance in the Era of Social Media

社交媒体时代传播格局发生了巨大变化,公众摆脱了对大众传媒的表达渠道依赖,转而通过各种社交媒体平台进行自由表达,从而成为实践意义的舆论主体。这种转变导致舆论引导工作领域出现舆论引导对象的多元化、舆论引导方式的体系化、舆论引导效果的复杂化、舆论引导理念革新的常态化等变化。在理论层面,舆论引导所依赖的理论资源也开始从宣传模式向政治沟通模式转变。在传播格局巨变的背景下,舆论引导工作仍要坚定不移地坚持党性原则、坚持正确的导向和职能、遵循新闻传播规律。

In the era of social media,the communication pattern has undergone great changes.The public has got rid of the dependence on the expression channels of mass media,and instead expresses freely through various social media platforms,thus becoming the social subject of public opinion in practice.This change has led to four changes in the field of public opinion guidance,including the diversification of public opinion guidance objects,the systematization of public opinion guidance methods,the complication of public opinion guidance effects,and the normalization of public opinion guidance concepts.Correspondingly,at the theoretical level,the theoretical resources on which public opinion guidance depends have also begun to change from a propaganda mode to a political communication mode.In the context of the dramatic changes in the communication pattern,the public opinion guidance must still unswervingly adhere to the principles of Party,correct guidance and functions,and follow the principle of news communication.