On The Public Opinion Guidance

How to guide public opinion is a basic problem for news theory worker and journalist ,This essay bases UPOfl the position of the integration of theory with practice, and analyses the following four questions penetratingly. 1. Position and Role of Media Media guiding is an important method for society control used by ruling class, as well as a function of the media. Guiding the public opinion effectively and enlarging correct public opinion effectively and enlarging correct public opinion can contribute to the development of society. On the contrary flour- ishment of faulse opinion will prevent the society from developing. 2. Basic Principles of Media To guide the news public opinion correctly should abide by the following principles: Politics principle ,ideology principle ,reality principle and operation prin- ciple. 3. Reality deviation of Media ?GuidingThere exists reality deviation in public opinion. Reasons lie in the following things: News itself; Forming process of the public Opinion; Knowledge of the ac- ceptor. 4. How to Guide Correctly The author lists a few necessary steps for corrrect guiding.