Research Into Improving The Public Opinion Guiding Force In The New Situation

President Hu Jintao stressed the point that"We should enhance the capacity of a prominent position to guide public opinion."when he inspected People's Daily Agency on June 20, 2008. In recent years, public opinion has been changing in the new situation. How to understand the public opinion guiding of the current situation and existing problems, how to correctly guide public opinion and face the challenges of the new situation and new situation, how to improve the public opinion guiding force are issues with important theoretical and practical value. This paper focuses on the proposition on how to guide the public opinions, including the content, nature, characteristics, effects, public opinion, the basic principles of guiding China's public opinion in the new situation, the challenges facing China's public opinion guiding, and improvement in public opinion guiding force.The paper is divided into six parts: I. Introduction including the purpose and significance of thesis writing, domestic and foreign research profile, the framework of this thesis and research methods, paper innovation and deficiencies. II. Overview of the paper including the definition of public opinion guiding force and content, classification, nature, characteristics of the public opinion guiding force in the new circumstances. III. Basic principles that China's public opinion guiding should adhere to: humanism, realistic, being overall situation, combination of positive guidance and the negative reports and combination of the traditional media maintenance and new media methods. IV. China's current situation and problems in the public opinion guiding. Some problems still remain to be solved though public opinion guide plays an effective and strong role in our country nowadays, which can especially be seen in the reports of incidents in recent years. V. Challenge of public opinion guiding faced by China in the new situation: international and domestic situation, frequent incidents in recent years, intense media competition. VI. Measures to improve public opinion guiding force. Although Chinese reform and opening up policy has greatly liberated the social productive forces, enhanced China's comprehensive national strength and improved the living standards of the population greatly, there still exist many contradictions and problems: the gap between rich and poor, Chinese traditional culture and Western culture interwoven, high discipline of the Party and the government and corruption in the Party and the society. What's more, different interest groups from different economic sectors have different political appeals which make social conflicts and public opinion more complicated.In this new situation where the challenges facing China's public opinion guiding is big, I make some suggestions from the perspective of managers and at decision-making level: firstly we should adhere to correct public opinion guiding, Secondly, we should improve public opinion force in legislation, supervision, monitoring, influence, credibility and other aspects of traditional media and new media public opinion guidance. Last but not least, we should make improvement in the quality of enforcement officers and workers and learn the art of public opinion guiding..