A Study Of Our Macro-control On Public Opinion In The New Era

Public opinion is an important component of comprehensive national power, and the ability of macro-control on public opinion is a part of the exercising power competence of our Party. Since reforming and opening up, especially coming into the 21st century, sever situation offers our macro-control on public opinion great challenges. Standing on the latitude of the era and overall situation, this thesis aims to probe into the measures of enhancing our macro-control in new era. It consists of four parts.Part I: The connotation and mechanism of macro-control on public opinion.The macro-control on public opinion is a process that the dominator guides and regulates public opinion in an all-round way in order to achieve an advantageous opinion. The social public opinion is the source and guiding object of the news public opinion. The dominator takes the news public opinion as a tool to guide and regulate the social public opinion.In addition,if we see from the view of Tripolar Model ,we will find media has played an important role in the formation and spread of modern public opinion. It is a usual modus in most countries that imposing effect on public opinion by mass medium.Part II: The age characteristics of the new era and the challenge that brings to our macro-controlThe age characteristics of the new era are in four aspects: the degree of the society opening to the outside comes to an unprecedented level; the change of the social economic system; the medium competition structure has been changed very much; the object of our macro-control has also changed very much. The development of our age and the change of our environment has brought great challenges to our macro-control on public opinion. Part III: How to guide and regulate public opinion by various mass medium.According to the characteristics of the medium and the controllable degree of it to Chinese government, we can divide it into three categories: controlled medium,semi-controlled medium and off-controlled medium. As to controlled medium, we should put main energy on main-stream medium; we should build up and perfect News Assessment System; and we should enhance medium professionals'quality and ability constantly. As to semi-controlled medium, we should support a batch of powerful network medium, and deliver the main-stream voice by them; We should guide network opinions by agenda-setting; We should build up the opinion leaders'team online; We should strengthen the cooperation with traditional medium on content; We should bond economic benefits of telecommunication enterprise to opinion condition of mobile phone; We should promote media literacy of the public by media literacy education; We should improve legislation on network and telecommunication. As to off-controlled medium, we should establish public relationship and coordinating mechanism; contest for beneficial voice to us by cooperating with them; but the most important thing is that we should develop our native external medium so that we can speak out our own voice in the stage of the world.Part IIII: Building a prefect system of macro-control on public opinion in the new eraIn modern society, besides imposing effect on public opinion by mass medium, a prefect system of macro-control on public opinion also needs a set of mechanism to collect,analyze information about public opinions,a set of pre-warning and quick response mechanism, a sound system of social information disclosure. Only all the links come to a harmonious system, can we come to our expectant aims.