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"The Party's news and public opinion work is an important task of the Party and a major matter of governing the country and ensuring national security." On February 19, 2016, General Secretary Xi Jinping spoke for the Party at the Party's News and Public Opinion Work Forum He emphasized the need to “effectively improve the dissemination, guidance, influence, and credibility of the party’s news and public opinion work.” Since then, in major occasions such as the National Propaganda and Ideological Work Conference and the 19th National Congress of the Communist Party of China, the General Secretary has repeatedly emphasized the need to focus on improving the "four forces" of news and public opinion.

——Improving the “communication power” of the party’s news and public opinion is a prerequisite

　　Communication power refers to the ability of communication subjects to make full use of various communication channels to achieve effective communication.

　　Faced with profound changes in the public opinion environment, media landscape, and communication methods, and shouldering the responsibility and mission of inspiring and uniting the entire party and people of all ethnic groups to forge ahead in a new era, it is crucial for the news and public opinion front to effectively improve its communication power.

　　In August 2013, General Secretary Xi Jinping anchored the goal for the integrated development of media at the National Propaganda and Ideological Work Conference: making full use of new technologies and new applications to innovate media communication methods and occupy the commanding heights of information dissemination.

　　In February 2016, at the party’s news and public opinion work symposium, the general secretary pointed out the direction of media integration and development by “taking the initiative to leverage the advantages of new media communication”.

　　In August 2018, the General Secretary clearly stated at the National Propaganda and Ideological Work Conference that “it is necessary to strengthen innovation in communication methods and discourse methods, so that the party’s innovative theories can ‘fly into the homes of ordinary people’”, drawing a new blueprint for the integrated development of media .

　　In October 2022, the General Secretary pointed out in the report of the 20th National Congress of the Communist Party of China that “strengthening the construction of the all-media communication system and shaping a new pattern of mainstream public opinion”…

△ Screenshot from the video of the large-scale TV special film "Pilot".

　　Today, following the direction guided by the General Secretary, mainstream media are innovating in "integration" and developing in "combination" to make themselves "alive", "fast" and "new". Special reports such as "The Year of Splendid China", "Going into the county to see development", "Seeing China with rushing rivers", etc. show the myriad aspects of the land of China; "Pilot", "China UP!", "New Thousand Miles of Rivers and Mountains" and other series of stand-alone, Fusion works that are popular and popular are constantly emerging; new media brand columns such as "Current Affairs Micro Observation", "Daily Study", "First Observation" and "First Sight" allow the party's innovative theories to "fly into the homes of ordinary people"; 5G , cloud computing, holographic projection, XR and other new technologies help the mainstream value communication power continue to expand...

　　Looking at the rapidly changing future, news and public opinion workers need to enhance their sense of urgency and mission, explore the application of more new technologies in news collection, production, distribution, reception, and feedback, expand mainstream value communication means and communication methods, and enhance communication power. take more initiative.

——Improving the "guiding power" of the party's news and public opinion is a process

　　Guidance is the ability to help the public follow the correct value orientation and promote public opinion to develop rationally and positively by building consensus.

　　Whether the guiding power of news and public opinion is correct, strong, and true is a major issue related to the support of the people for the cause of the party and the country. The General Secretary emphasized that correct public opinion guidance must be adhered to in all aspects and links of news and public opinion work.

　　If the direction of public opinion is correct, it can unite people's hearts, gather strength, and promote the development of the cause; if the direction of public opinion is wrong, it will shake people's hearts, disintegrate fighting spirit, and endanger the cause of the party and the people.

△ On October 22, 2022, at the Great Hall of the People in Beijing, the 20th National Congress of the Communist Party of China concluded successfully, and media reporters conducted live reports outdoors.

　　At present, all-media continues to develop, and all-process media, holographic media, all-staff media, and all-effect media have emerged. The public opinion ecology, media landscape, and communication methods have undergone profound changes. In the omni-media era where “everyone has a microphone”, how to improve the level of public opinion guidance is a major issue for news and public opinion work.

　　The general secretary pointed out at the party’s news and public opinion work symposium that “the media sponsored by the party and the government are the propaganda fronts of the party and the government and must be surnamed Party. All the work of the party’s news and public opinion media must reflect the party’s will and reflect the party’s will. We must safeguard the authority of the Party Central Committee, safeguard the unity of the Party, and love, protect and serve the Party.”

　　The "Decision of the Central Committee of the Communist Party of China on Several Major Issues Concerning Upholding and Improving the Socialist System with Chinese Characteristics and Advancing the Modernization of the National Governance System and Governance Capabilities" adopted by the Fourth Plenary Session of the 19th Central Committee of the Communist Party of China proposed to "improve the working mechanism for public opinion guidance that adheres to the correct orientation" and Make a series of important deployments.

　　In the face of new situations, new tasks and new challenges, the majority of news and public opinion workers must adhere to the principle of party spirit, actively convey the voice of the party, and make every effort to build a mainstream public opinion structure that integrates online and offline, and links internal and external publicity. Only then can we provide strong support for the development of the cause of the party and the country. Public opinion supports.

——Improving the “influence” of the party’s news and public opinion is the key

　　Influence refers to the ability of a news organization to influence public thoughts and actions through the news information and news products it produces.

　　To enhance the influence of news and public opinion, we must first clarify the subjects and service targets of news reports.

　　Satisfying the masses is the value orientation and fundamental standard for our party to do all its work. I still remember that on February 19, 2016, the General Secretary visited the People’s Daily, Xinhua News Agency, CCTV and other central news units, talked with front-line reporters, and encouraged everyone to be grounded and write more news reports that the masses like to hear.

△ On January 1, 2024, in the "New Year New Wishes" report of China Central Radio and Television Station, the boy selling cookies at the Bayuquan District Market in Yingkou, Liaoning Province had a naive expression, a vibrant face, and a New Year's wish full of fireworks. , making him hot out of the circle.

　　"Literature is born from emotion, and emotion is born from personal experience." Only on the road can the times be found in the heart; only at the grassroots level can there be people in the heart; only at the scene can the heart be moved. The majority of news and public opinion workers can only go deep into the grassroots to be grounded, know the people's hearts, understand the national conditions and world conditions, always care about the people, praise the people, and launch batches of "stained with mud", "steaming" and popular masterpieces, so that the masses can love them. Only by listening, loving and resonating can we expand our influence and give full play to the role of positive publicity in inspiring and motivating people.

——The goal is to improve the “credibility” of the party’s news and public opinion

　　Credibility refers to the ability of a news organization to gain public trust, and its core lies in the word "trust".

△ In June 2023, the media published a report that brought Xiao Meng’s unfortunate incident of being hit by a person who jumped from a building into the public eye. It also helped the family, who was in poor financial condition, to quickly raise urgently needed medical expenses, living expenses, etc., to meet their urgent needs. . In the New Year of 2024, Xiao Meng wrote a New Year's greetings to reporters.

　　Truth is the life of news. Only truth can convince the public. In order to win the attention of the audience, some media publish news without verifying the news facts, and even unilaterally select a certain segment of the news facts to highlight and amplify them, regardless of the nature of the news facts, resulting in journalistic ethics and loss of credibility.

　　In response to this phenomenon, at the Party’s symposium on news and public opinion work, General Secretary Xi Jinping proposed “clarifying fallacies and distinguishing right from wrong” when explaining the responsibilities and mission of news and public opinion work.

　　How to "clarify fallacies, distinguish right from wrong" and improve the credibility of news and public opinion, the General Secretary has thought deeply and planned carefully:

　　In terms of reporting angle, the General Secretary requires the news media to "describe facts based on facts, accurately report individual facts, and grasp and reflect the overall picture of events or things from a macro perspective."

　　In terms of reporting topics, the General Secretary emphasized that public opinion supervision and positive propaganda are unified. The news media must face up to the problems that exist in their work, face up to the ugly phenomena in society, call out the turbulent and criticize the current shortcomings. At the same time, they must publish critical reports with accurate facts and objective analysis.

　　In terms of reporting effect, the general secretary said that the news media "must increase initiative, seize the initiative, and fight for the initiative when it comes to issues of major right and wrong and political principles, and help cadres and the masses draw the line between right and wrong and clarify vague understandings."

　　In terms of the struggle for public opinion, the General Secretary pointed out that the news media “should be more proactive in carrying out external publicity, publicizing our country’s development path, development concepts, and development methods, publicizing our country’s development contributions to world development, and refuting all kinds of criticism.” Groundless doubts and unfounded attacks on our country."

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　　The destiny of culture is connected with the destiny of the country, and the cultural context is connected with the national context. The "four forces" of news and public opinion each have their own focus and are interrelated. It is not only a practical path to consolidate and strengthen mainstream ideological and public opinion, but also an important measure to implement Xi Jinping's cultural thoughts. Only by deeply understanding the "four forces" of news and public opinion can news and public opinion workers maintain the sentiments of the people, record the great era, tell Chinese stories well, and continue to make new and greater contributions to the realization of the Chinese dream of the great rejuvenation of the Chinese nation!

　　Director System丨Luo Hongbing Wei Quhu

　　Producer丨Wang Jingdong

　　Editor-in-Chief丨Li Xuan

　　Editor丨Li Dan

　　Vision丨Chen Teng

　　Proofreading | Cai Chunlin, Lu Yang, Song Chunyan, Mao Changzhi, Liang Yaqin

　　Produced by China Central Radio and Television Station CCTV Network