Correctly understand and grasp the rich connotation of news public opinion communication power, guiding power, influence and credibility
General Secretary of the Supreme Leader recently made important instructions on propaganda and ideological and cultural work, emphasizing the need to "focus on improving the communication power, guiding power, influence and credibility of news and public opinion". This important exposition profoundly expounds the major theoretical and practical issues such as the duty, mission, principles and practical requirements of news and public opinion work, and provides a fundamental follow-up and action guide for doing a good job in the party’s news and public opinion work in the new era. How to correctly understand and grasp the specific connotation of the communication power, guiding power, influence and credibility of news public opinion, and accurately understand the internal dialectical logic between them is a theoretical and practical proposition that the current development of news public opinion must respond in time.
Communication power is fundamental, and the key lies in innovating communication means and improving communication level.
Communication power is the ability of the communication subject to make full use of various communication channels to achieve effective communication. Communication power is the concrete embodiment of the productivity and coverage of news public opinion, and it is also the premise of the guidance, influence and credibility of news public opinion. The key to improve the communication power of news public opinion lies in the innovation of communication means and the improvement of communication level.
As far as the innovation of communication means is concerned, it includes not only the full use of news and public opinion communication channels, but also the effective application of new media. We should strengthen the construction of information infrastructure, master advanced communication technology, strengthen the deep integration of information resources, and open up the information artery of economic and social development. With the vigorous development of artificial intelligence, big data and other emerging technologies in contemporary society, new media forms are constantly emerging, the iteration of media technology is accelerated, and the trend of media integration is becoming increasingly obvious, bringing more complex communication ecology to the field of news and public opinion. This requires us to constantly explore the application of new media technology and the innovation of communication means, so as to keep the channel between "senders" and "recipients" smooth all the way, and strive to create a number of new mainstream media with diverse forms, advanced means, competitiveness and appeal.
General Secretary of the Supreme Leader profoundly pointed out that with the development of the situation, the party’s news and public opinion work must innovate ideas, contents, genres, forms, methods, means, formats, systems and mechanisms to enhance pertinence and effectiveness. It is necessary to adapt to the trend of differentiated communication and accelerate the construction of a new pattern of public opinion guidance. Promote the development of integration, and actively use new media to spread advantages. News media workers must conform to the development trend of the times, constantly improve the media management level and professional ability, study hard, exercise more, change their style of writing, bend down, calm down, examine the truth, tell the truth and make practical moves, enhance the pertinence and effectiveness of news media communication, and constantly improve the ability and efficiency of news media communication.
Guiding power is the center of gravity, and the key lies in adhering to the correct direction of public opinion.
Guiding power is the ability to help the public follow the correct value orientation and promote the rational and positive development of public opinion by building consensus. Whether the guiding power of news public opinion is right, strong and untrue is a major issue related to the cause of the party and the state. General Secretary of the Supreme Leader stressed that all aspects and links of news and public opinion work should adhere to the correct direction of public opinion. Party newspapers, magazines, radio and television stations at all levels should be oriented, as should urban newspapers and new media; News reports should be oriented, as should supplements, special programs and advertisements. Current political news should be oriented, as should entertainment and social news; Domestic news reports should be oriented and international news reports should also be oriented.
Adhering to the ideological guarantee of correct public opinion orientation, in a word, is to adhere to the principle of party spirit. News and public opinion work should reflect the will of the Party, reflect its ideas, safeguard the authority and unity of the Party Central Committee, love, protect and serve the Party, maintain a high degree of unity with the Party Central Committee in ideological and political actions, adhere to the unity of party spirit and people’s nature, allow the voice of the Party Central Committee to arrive in time, fully and effectively, translate the Party’s theory, line, principles and policies into the conscious actions of the people, and timely reflect the fresh experience created by the people and the actual situation they face, so as to
To enhance the guiding force of news public opinion, we must adhere to the responsibility and mission of the party’s news public opinion work, which is "holding high the banner, leading the direction, centering on the center, serving the overall situation, uniting the people, boosting morale, becoming a civilized person, concentrating our efforts, clarifying fallacies, distinguishing right from wrong, connecting China and foreign countries and communicating with the world"; Adhere to the Marxist view of journalism, focus on positive publicity, strengthen internet thinking, consolidate and expand mainstream ideological public opinion, carry forward the main theme, spread positive energy, and enhance the attractiveness and appeal of news public opinion dissemination; Insist on strengthening political guidance through news and public opinion, mobilize the enthusiasm and initiative of all sectors of society, stimulate the powerful force of unity and forge ahead in the whole society, and work hand in hand for a brilliant and magnificent great cause.
Influence is the goal, and the key lies in adhering to the "people first" and "mass line"
Influence refers to the ability of news organizations to influence the public’s thoughts and actions through their own news information and news products. To enhance the influence of news public opinion, it is required that news public opinion work must follow the news law, focus on time and effect, and reflect the requirements of time and effect. Time effect is the yardstick to test the level of news and public opinion work, and it is also the cornerstone to establish a professional and rational image in the minds of the people.
To enhance the influence of news public opinion, it is required to firmly establish the value concept of "people first" Adhere to the people-centered work orientation, establish close ties with the people, think about what the people think, worry about what the people are anxious about, do everything for the people, and serve the people, and take the realization, maintenance and development of the fundamental interests of the overwhelming majority of the people as the starting point and end result of news and public opinion work. News media workers should find their own position in centering on the center and serving the overall situation, keep in mind social responsibilities, and constantly solve the problem of "for whom?" Depend on who? Who am I? " This fundamental problem.
To enhance the influence of news public opinion, it is required to firmly establish the practical concept of "mass line". In the final analysis, news and public opinion is the work of being a man. Only by going deep into the grass-roots front line, being in the scene of life and among the people can we launch good works with dirt, dew and steaming, good works with high ideological level, people’s livelihood temperature and communication effectiveness, good works with nutrition, style and characteristics, accurate reflection of the people’s struggle and the fiery life they are experiencing, timely reflection of the people’s voices and aspirations, and finally win trust. News and public opinion workers should seriously study what kind of communication and expression the people like, so that the information they spread can be accepted by the people and truly be heard, thought and heart-felt.
Credibility is the foundation, and the key lies in strengthening the construction of news public opinion team.
Credibility refers to the ability of news organizations to gain the trust of the public, and its focus lies in "trust", which is reflected in the news organizations’ honesty and credibility, as well as the audience’s recognition and affirmation of news organizations, which is the guarantee for news organizations to settle down. The formation of credibility is established by news organizations in the process of long-term interaction with the public. We should protect credibility as well as protecting our eyes.
The credibility of news public opinion includes the recognition of the authenticity, impartiality and authority of news public opinion. Authenticity is the lifeline of news public opinion, which requires news public opinion to report and present social events truthfully, accurately and timely. Fairness is the core value of news public opinion, which is a further requirement for the authenticity of news public opinion, and advocates the comprehensiveness and balance of news public opinion reporting. Authority is the concentrated expression of the value of news public opinion, which requires news public opinion to stick to morality, conscience and responsibility.
To enhance the credibility of news public opinion, we are required to speak true words, useful words, words that come from real life and have been tested by practice, words that are reasonable and conform to objective laws, and words that the people understand and are willing to listen to. The fundamental way to enhance the credibility of news public opinion is to build a team of news public opinion workers who adhere to the principle of party spirit, have excellent news professional level and good professional ethics. News media workers should strive to become disseminators of the Party’s policy propositions, recorders of the times, promoters of social progress, and watchmen of fairness and justice, and earnestly achieve political reliability, firm conviction, exquisite professionalism, fresh style of writing and excellent style of work.
The great changes in the world today have accelerated the evolution, and the continuous renovation of new technologies has brought about the diversification of communication patterns, and the social public opinion environment has shown a new development trend. News and public opinion work should be based on the new situation and new tasks, keep in mind the mission, respect the law, be good at innovation, strive to enhance the credibility of news and public opinion communication, and strive to create a healthy, efficient and orderly new pattern of news and public opinion communication.
(Author: Lian Ziqiang, special researcher of Socialism with Chinese characteristics Thought Research Center, the supreme leader of Fujian Province, and associate professor of School of Journalism and Communication, Huaqiao University)
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