How news reports can correctly guide public opinion

1. Firmly establish the Marxist view of news

The Marxist view of news is the concrete embodiment of the worldview and methodology of dialectical materialism and historical materialism in the field of news and publicity, and is a guide for us to do a good job The ideological weapon of journalism. Specifically, it has three meanings:

First, the principle of party spirit. News has a class character, and party spirit is a concentrated expression of class character. The core connotation is that news serves the proletariat, and "hyper-partisan" and "hyper-class" news simply does not exist. As far as our country is concerned, news serves the people and socialism. It must have a clear-cut stand and a firm stand on issues related to political direction and fundamental principles. It must always maintain political sobriety and firmness, and be unconfused in the face of major events. Don't waver at critical moments.

Second, news products are by no means equivalent to commodities in a pure sense. News is not a commodity, which is an important part of the Marxist view of news. It must be recognized that the essence of the value of news products lies not in use and exchange, but in cognition and education. News and all works must not be treated as general commodities, otherwise, the news will "change the flavor" and even interfere with and destroy the overall situation.

The third is to resolutely oppose absolute "freedom of the press." Some people believe that the news media is a tool for conveying information and should be purely objective and impartial. This understanding is wrong. Objectivity and impartiality are the characteristics of news, and there is no doubt that news should reflect objective facts. However, the choice of what to reflect, how to reflect it, and the angle and length of the report are highly subjective and biased - this is what guides public opinion.

2. Form a strong mainstream public opinion pattern centered on the overall situation

The overall situation is the main aspect of the work of the party and the state. Focusing on the center and serving the overall situation is the eternal theme of news propaganda, and it is also the main task of news propaganda work. Practice has proven that positive news and public opinion can boost morale, inspire spirits, generate huge energy, and promote social development and progress. Only by always establishing a concept of the overall situation in news work can we firmly grasp the initiative and voice in guiding public opinion and form strong public opinion.

Effectively enhance the influence of mainstream media. Mainstream media such as party newspapers and periodicals, radio and television stations are important platforms for publicizing the party's line, principles, and policies. They are important channels for conveying the people's voices and reflecting their will. They play a key role in the formation and dissemination of mainstream public opinion in society. Only by firmly grasping the mainstream media can we truly control the right to speak. It is necessary to ensure the dominant position of the mainstream media in the guidance of public opinion, let the mainstream media "play the leading role" in major publicity campaigns and major news reports, and become a key role in the "mainstream public opinion field"; strive to improve the authority of the mainstream media and maximize Compress the propagation space of noise and noise.

3. Pay attention to art in guidance

News must be readable. Whether we educate and guide people through newspapers, television, radio, or the Internet, there is a key premise: newspapers and publications must be read by people, TV and the Internet must be watched by people, and radio must be listened to. Otherwise, public opinion guidance is empty talk. We must improve our ability to guide public opinion and work hard to increase our appeal and appeal. At present, special attention must be paid to changing the reporting methods of party newspapers, party periodicals and radio and television current affairs, science and technology and culture programs, avoiding documenting policy propaganda, conceptualizing work reports, modeling conference reports, and stereotypes of typical reports. They must be easy to understand and enjoyable to hear and see. , not vulgar, vulgar, or kitsch.

4. Attach great importance to the role of emerging media

According to a statistical report recently released by the China Internet Network Information Center, as of the end of June 2010, the number of Internet users in China reached 420 million, which is 420 million. By the end of 2009, the number of people increased by 36 million, and the Internet penetration rate climbed to 31.8%; the number of mobile Internet users was 277 million. With the development of Internet technology, communication subjects are increasingly diversified and communication channels are gradually diversified. QQ, MSN, blogs, podcasts, wikis, 3G, digital TV, building TV, e-books, e-journals, e-magazines... strengthen the guidance of online public opinion. Without delay, the top priority is to establish a rapid-response online public opinion guidance mechanism.

First, we must strengthen the construction of mainstream websites, seize the "position" on the Internet, and enhance the government's ability to positively guide public opinion; secondly, we must implement an online news release system to release authoritative information in a timely manner; thirdly, we must establish and improve an online public opinion monitoring mechanism, with the external propaganda department of the party committee and the government network management department As well as public security network surveillance, cultural inspection, etc., they must divide their responsibilities and perform their duties to achieve full coverage of network supervision; in addition, it is necessary to strengthen the coordination of all types of media and media at all levels, mobilize the enthusiasm of all media and media, and build a three-dimensional public opinion guidance mechanism .

5. Efforts to build a team of high-quality journalists

Journalists must have solid journalism skills. To do good news work, you cannot do it without solid news skills. If you want to have a solid foundation in journalism, there is only one way, and that is to study, study, and study again. We must regard learning as the first need and regard learning as a lifelong event. We must learn from books, learn from practice, and learn from peer experts. We must not only work hard to study business, but also understand and master various aspects of knowledge such as political science, economics, sociology, etc., and strive to become "composite" reporters and editors who are learning, knowledgeable, and expert.

Must have a strong sense of social responsibility and good professional ethics. Journalists must abide by the journalistic professional ethics of dedication, honesty, impartiality, integrity, unity and cooperation, and strict compliance with laws and disciplines, consciously accept social supervision, resolutely resist paid news, fake news and vulgar reports, practice social responsibilities with practical actions, and use their hands to His pen stirs up the turbid and raises the clear, strengthens the righteous and dispels the evil, adding glory to the party's journalism.