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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 guiding force of public opinion is an important deployment made by Xi Jinping at the forum for the party’s press and media work, which is an important mission for party media. The key to improving the guidance of public opinion is to solve the two core problems of “guide who” and “how to guide”. From the unity of object theory and methodology, the unity of media ability and party governance ability, the unification of subject capacity and process capability In terms of scientific understanding of the target of public opinion, rely on and strategy. Based on the historical experience of the Communist Party of China (CCP) and the current development of the mode of communication, the party media should enhance the guiding force of public opinion and improve its political position on the basis of “party media and socially-named party”. They should consciously turn the advantage of the political party into the media superiority and the Innovation Party Media propaganda discourse system to promote the depth of integration of traditional media and emerging media.