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党的十六大以来,中央领导同志明确指出新闻宣传必须贴近实际、贴近生活、贴近群众,使新闻宣传工作取得实效。这是党、政府和广大人民群众对新时期加强和改进新闻宣传工作提出的更新更高的要求,也是广大广播电视新闻工作者必须深刻思考和积极探索的重要课题。首先,要破除将宣传党的主张与反映人民的心声割裂开来的错误观念,增强新闻宣传的定位意识。江泽民同志曾指出“舆论导向正确,是党和人民之福;舆论导向错误,是党和人民之祸”。这一论断充分说明了新闻宣传中舆论导向的极端重要性。我们认为,正确的舆论导向,既包括及时、准确地宣传党和政府的主张,还应包括正确地反映广大人民群众的心声和意愿。但是,一讲导向,我们有些同志往往有意无意地将宣传党的路线、方针、政策与反映人民群众的心声、呼声割裂开来,将导向性与贴近性对立起来。其实,党和政府的主张与人民
Since the 16th CPC National Congress, the central leading comrades have clearly pointed out that public information must be close to reality, stay close to life and be close to the masses, so as to make news propaganda work effectively. This is a more updated request made by the party, the government and the general public for strengthening and improving press and publicity in the new era. It is also an important issue that broadcasters must deeply think and actively explore. First of all, it is necessary to remove the erroneous notion of propagating the party’s assertion and reflecting the aspirations of the people, and enhance the awareness of the positioning of news propaganda. Comrade Jiang Zemin once pointed out: “The correct orientation of media is the blessing of the party and the people; the misguide of public opinion is the calamity of the party and the people.” This argument fully demonstrates the extreme importance of public opinion orientation in press and publicity. We believe that a correct direction of public opinion includes not only timely and accurate propaganda of the party’s and government’s propositions but also the correct reflection of the voices and aspirations of the broad masses of the people. However, as we talk about orientation, some of our comrades often deliberately or unconsciously split the propaganda of the party’s line, principles and policies with the voices and voices that reflect the people and oppose the orientation and proximity. In fact, the party and government advocate and the people