党媒提高舆论引导力的历史经验与当代启示  

On Improving Party Media's Competence in Guiding Public Opinions: Historical Experience and its Contemporary Enlightenment

作　　者：邹汉阳[1] 肖巍[1] 

机构地区：[1]复旦大学马克思主义学院

出　　处：《毛泽东邓小平理论研究》2016年第3期57-62,93,共6页Studies on Mao Zedong and Deng Xiaoping Theories

基　　金：国家社会科学基金项目"党性与人民性的话语演进及其统一逻辑研究"[14BKS128];上海市哲学社会科学规划课题"中国共产党培育政治共识的历史经验研究--以建国前<新华日报>为分析样本"[2012FDS002]的阶段性成果

摘　　要：提高舆论引导力是习近平在党的新闻舆论工作座谈会上作出的重要部署,是党媒肩负的重要使命。提高舆论引导力关键要解决"引导谁"和"如何引导"两个核心问题,从对象论和方法论的统一、媒体能力与政党执政能力的统一、主体能力和过程能力的统一等方面科学认识舆论引导的对象、依靠和方略。结合中国共产党党媒的历史经验和当前传播方式的发展特点,党媒提高舆论引导力应着力在"党媒姓党"上提高政治站位,自觉把政党优势转化为媒体优势,创新党媒宣传的话语体系,推动传统媒体与新兴媒体的深度融合。Improving the competence in guiding public opinions, recently put forward as a strategic assignment by General Secretary Xi Jinping at a CPC work symposium for media and press, is a crucial responsibility assumed by CPC's press and media, whose key lies in the answering of two underlying issues, namely 'whom to guide'and 'how to guide'. We should scientifically and rationally recognize the subjects, relying power and strategies of public opinion guidance by taking on the integration of object theories and methodology, the unification of media coverage and CPC leadership, and the convergence of subjective capacity and process capacity etc. On the basis of their historical experiences and the developmental features of contemporary communications, CPC's press and media shall step up guidance chiefly on the elevation of its political stance that Party media speak for the Party, intuitively turn Party's advantages into media's edges,renovate the discourse system of CPC publication, and promote an in-depth integration of traditional and emerging media.

关 键 词：舆论引导力 党媒姓党 媒体融合 

分 类 号：D61[政治法律—政治学]