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广播电视是我国主要的传统大众媒体,是影响我国社会舆论的重要信息制造者和传播者。如何发挥好广播电视的舆论引领作用,是当前传媒界和舆论界高度关注的一大热点话题。本文简单分析了网络时代广播电视在社会舆论引领方面面临的危机,并从媒体公信力、新闻宣传、社会舆情沟通和提升从业人员素质等几个方面,探讨了应该如何发挥广播电视的舆论引领作用。
Radio and television are the main traditional mass media in our country and the makers and disseminators of important information that affects our public opinion. How to give full play to the leading role of public opinion in radio and television is a hot topic that the media and public opinion pay close attention to at present. This article briefly analyzes the crises that radio and television face in leading social public opinion in the Internet age and explores how to play the leading role of public opinion in radio and television from aspects of media credibility, news propaganda, social public opinion communication and promotion of employees’ qualities.