互联网时代的群众路线复兴——扁平化舆论引导机制初探

发布时间：2018-03-29 01:14

本文选题：舆论引导　切入点：扁平化机制　出处：《人民论坛·学术前沿》2015年07期

【摘要】：在新的媒介政治经济生态环境下,应通过重建扁平化的正确引导舆论的体制机制,确保在重大事件和议题上,掌握社会政治和经济发展的议题权、叙事权和议程设置权。舆论引导体制机制必须面对媒体市场化、资本化和网络移动化的新特点而改革创新。面对西方的舆论攻势,不妨在策略上学习和借鉴西方国家的某些做法,以策略对策略。宣传体制机制扁平化需要互联网思维,充分理解互联网在宣传传播路径、社会话语体系、叙事风格、舆论演化规律等方面引起的结构性变化,视社交网络媒体为党的群众工作的新疆域,把扁平化舆论引导机制明确提到互联网与大数据时代党的群众路线在宣传领域复兴的高度。
[Abstract]:Under the new media political and economic ecological environment, we should re-establish a flat and correct institutional mechanism to guide public opinion, so as to ensure that we can master the right of social, political and economic development on major events and issues. The system of public opinion guidance must face the new characteristics of media marketization, capitalization and network mobility, and reform and innovation. We can learn from and learn from some practices of western countries in the strategy, and use the stratagem to the stratagem. The flattening of propaganda system and mechanism need the Internet thinking, fully understand the Internet in the propaganda communication path, the social discourse system, the narrative style. The structural changes caused by the law of public opinion evolution regard the social network media as the new territory of the mass work of the Party and explicitly mention the flat public opinion guiding mechanism to the height of the revival of the mass line of the Party in the propaganda field in the era of big data and the Internet.
【作者单位】：清华大学国际传播研究中心;
【基金】：国家社科基金重大项目“健全正确引导舆论的体制机制研究”的阶段性成果,项目编号:14ZDA048
【分类号】：G206

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