论文部分内容阅读
互联网崛起,中国社会的舆论期待和舆论表达发生了结构性变化,要求舆论引导必须做出相应的变革。搞舆论引导,受众的感受最重要。舆论引导的效果才是科学的评判依据,效果是硬道理。若一厢情愿地把宣传信息硬塞给目标受众,受众不会照单全收。舆论引导的主题哪怕再高大上,若不接地气,不在乎受众接受预期,引导效果就会打折扣,甚至可能产生负面效果。只要效果是正的,其前置条件的正与负就显得不甚重要了。
The rise of the Internet, the expectation of public opinion in Chinese society and the structural changes of public opinion have taken place. It is necessary for the public opinion to guide the corresponding changes. Engage in public opinion, the audience’s feelings most important. The result of public opinion is the basis of scientific judgment, the effect is the last word. If the wishful message to the target audience, the audience will not be received. Even if the theme of public opinion to be tall, if not grounded, do not care about the audience to accept the expected guidance will be discounted, and may even have a negative effect. As long as the effect is positive, the positive and negative of its preconditions become less important.