我国社会转型时期电视舆论引导的挑战与应对  

On the Challenge and Countermeasures of TV Public Opinion Guidance in Our Transformation Society

作　　者：许海[1] 杨柳[1] 

机构地区：[1]中国人民大学新闻学院,北京100872

出　　处：《阴山学刊》2011年第1期61-65,共5页Yinshan Academic Journal

基　　金：2010年度中国博士后基金项目"基于社会意识理论的媒介舆论引导研究"(20100480385)部分成果

摘　　要：电视作为舆论引导媒介有自身的特点和不足,在社会转型时期,电视舆论引导面临着国家—媒介关系调整,舆论引导难度加大,媒介竞争加剧,引导对象发生变化,媒介公信力总体将呈下降趋势等挑战。这就要在把握电视特征,理解其大众文化性质基础上,回到媒介本身,发挥电视特色,从更新自身观念和定位,创造性建构舆论引导信息,完善引导渠道体系,调整传—受关系,发挥审美优势等几方面着手,在构建舆论引导新格局中发挥重要作用。As a kind of media to guide public opinion,TV has its features and disadvantages.In the period of society transformation,TV face a lot of problems,such as the adjustment of relationship between state and media,the increase of guidance difficulty,keen competition among mass medias,change of guidance object,the decline tendency of society confidence of mass media in the long run.Based on the understanding of TV features and its mass culture nature,we should go back to TV medium itself.In detail,we can renew concept,organize guidance information creatively,enrich guidance channel system,adjust relationship between communication subject and object,and apply the aesthetic advantages to play a more important role in the new structure of public opinion guidance.

关 键 词：社会转型 舆论引导 电视媒介 大众文化 

分 类 号：G229.23[文化科学]