Analysis Of Approaches Of Public Opinion Guidance In Modern China

On the national publicity and ideological work conference, Xi Jinping emphasizes that“for the publicity and ideological work under the comprehensive opening-up conditions,an important task is to guide people to a more comprehensive and objective understanding of the contemporary China,as well as the world outside."Since China’s reform and opening up,especially since the personal media era,how to guide the public opinions in the new era has always been an important issue of ideological publicity work.How to scientifically and effectively guide public opinions especially the online public opinions has become an academic problem badly in need of answer in real political and social life.To guide the public opinion is an interdisciplinary research topic involving the study of Marxism in China,mass communication,social psychology and other disciplines.It is the central theme of the current Chinese ideological work,which not only has important theoretical significance on the theory of Marxism in China,in particular,how to firmly grasp the question of leadership in the ideological field,but also has practical guidance on the publicity and ideological work of the socialism with Chinese characteristics and it is related to the overall situation of the national ideological and political work.Grounded on the practical needs to strengthen the propaganda and ideological cohesion of the contemporary China,following the Marxist theory of cultural leadership,this article adheres to the principles of dialectical materialism and historical materialism methodologies and combines academic knowledge of Journalism and Communication.On the basis of learning and absorbing the achievements made by the Chinese Communist Party to guide the public opinion,summarized analysis,comparative studies,literature research method, the unified method of logic and historical and other methods are adopted to clarify the scientific connotations and their basic principles of public opinion guidance and to analyze problems and challenges faced by the contemporary China in public opinion guidance.From the two levels of the value reason of Marxism cultural leadership and the instrumental rationality to respect the dissemination laws of news,innovative strategy paths are explored to guide public opinions.This paper is divided into four chapters.Chapter I explains the scientific connotations of public opinion and its related concepts by focusing on the unity of conceptual development history and logic and analyzes the similarities and differences of connotations in Eastern and Western contexts,which clearly states the main object of this study.Chapter II specifies the value orientation and social effect of the public opinion guidance,mainly including the definition of political affiliation,that is to insist on the unity of the Party and the people,which is the first principle of public opinion guidance;Starting from social practice,adhering to the unity of theory and practice is the core principle to carry out public opinion guidance;The guidance of outspoken mainstream ideology as well as following the unity of objectivity and guidance of social information dissemination are the important principles to guide public opinion.Scientific theoretical principles are the grounds to guide social practice and the determination of principles solves the current problems and charts the course.According to the current specific situation at home and abroad,Chapter III sums up the three main problems and challenges faced by the current public opinion guidance.Firstly,along with the new developments in information technology,the traditional media are difficult to adapt to the new situation of the public opinion guidance.With the sudden emergence of online media and diverse ideas and concepts of a large number of users,a powerful force of public opinion is constituted,so that the public opinion abnormality issues happen frequently.Therefore the new media are changing the traditional patterns of public opinion guidance,challenging the influence of the current public opinion guidance;Secondly,the three major social trends,namely Neo-Liberalism, "New Left" and Neo-Confucian thought,collectively reflect the interest demands of different sectors and challenge the unifying force of public opinion guidance as the non-mainstream ideologies;Thirdly,the low tide situation of the world’s socialism affects the faith of the people at home,while the Western countries continue to coerce the Western ideology in the tide of economic globalization with its "cultural hegemony" status,constantly impacting the borders of mainstream ideologies and the international cultural exchanges are also undermining the cohesion of public opinion guidance in the collision and integration.As the main contents in this article,facing the major problems and challenges in the current public opinion field Chapter IV puts forward the solutions with the times and builds a modern path to guide public opinion on the basis of complying with the Marxist value rationality and instrumental rationality of the public opinion guidance law.Firstly,create new communication methods.Mainstream media need to expand new platforms on the basis of traditional platforms to promote the integration development between the media and take the initiative to set up good topics;The traditional mode of discourse of "telling their own stories" should be changed to alter the blunt and obscure style of discourse and the discourses should be learned from the massive public and the discourse traps in cultural exchanges with the West need to be avoided;The guidance law of public opinion should be observed to master the relationship among "time, degree and effect " and the best opportunities are seized to keep the information dissemination timely and accurate;Qualitative and quantitative dialectical relations have to be focused on to conduct moderate and appropriate public opinion guidance;The effectiveness of practice needs to be expanded to improve the influence of guidance.In the practice of innovating the mode of transmission,timely public opinion guidance is promoted.Secondly adhere to people-oriented.The people’s principal position must be respected by standing firmly on the same side with the masses and practicing the mass line to find the right way in the "Three Close";Max’s view of the masses is practiced,which is embodied in screening the information and a two-way interactive communication is presented in the mode of communication and the view of masses is implemented in the integration of modern media.In the process to meet the needs and aspirations of the masses,the popularity of the media guidance is achieved.Thirdly,hold confidence in the theories firmly.The socialist core value is a progressive banner to lead the social thought and the principle of "Respect for differences,tolerance and diversity" can form the social consensus to the maximum extent.In order to comprehensively improve the socialist core values and to lead the channels of social thought,we must not only uphold the leadership of the media bodies of high positions,but also give full play to the leading role of the Party and the government,while giving play to the trade unions,the Communist Youth League,women’s federations and other mass organizations as the role of a tie and bridge for connection;Chinese culture is re-examined to fully exploit the advantages of the national culture and draw on the wisdom of the Chinese nation and the spirit strength is enhanced in innovation and development.In holding the confidence in theories,the public opinion guidance is firmly backed.In today’s world,the development of science and technology has brought ever-changing modes of transmission and the worldwide communications cause the choppy currents of multivariate ideological trends.As the strong Western voices are sweeping the world,technical challenges,ideological challenges and cultural challenges coexist and interact with each other.Facing the new situation,only by advancing with the times with the spirit of reform and innovation to achieve the clever guidance of public opinion,can we hold the consensus battlefield in the new historical starting point by firmly grasping the socialist cultural leadership to protect socialism with Chinese characteristics in the right direction.