"The party's news and public opinion work is an important work of the party, and it is a major event in governing the country and fixing the country." On February 19, 2016, General Secretary Xi Jinping took the pulse of the party's news and public opinion work at the party's news and public opinion work symposium. He emphasized the need to "effectively improve the party's news and public opinion dissemination, guidance, influence, and credibility". 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 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.

In the face of profound changes in the environment of public opinion, the pattern of the media, and the mode of communication, and shouldering the duty and mission of inspiring and uniting the whole party and the people of all ethnic groups throughout the country to forge ahead into a new era, it is very important 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 development of media integration at the National Propaganda and Ideological Work Conference: make 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 said "take the initiative to use the advantages of new media communication" to point out the direction of media integration and development.

In August 2018, the General Secretary clearly stated at the National Propaganda and Ideological Work Conference that "it is necessary to strengthen the innovation of communication methods and discourse methods, so that the party's innovative theory of'flying into the homes of ordinary people'", drawing a new blueprint for the development of media integration.

In October 2022, the General Secretary pointed out in the report of the 20th National Congress of the Communist Party of China that "strengthen the construction of the all-media communication system and shape a new pattern of mainstream public opinion"......

Nowadays, along the direction guided by the General Secretary, the mainstream media is innovating in "integration" and developing in "integration", so that they can "live", "fast" and "new. Special reports such as "Splendid Year of China", "Walking into the County to See Development" and "Rivers Pentium to See China" show the myrian atmosphere of the Chinese land. "Pilot" "China UP!" A series of fusion works such as "New Thousand Miles of Rivers and Mountains" are constantly emerging. New media brand columns such as "Current Affairs Micro-observation", "Daily Learning", "First Observation" and "First View" have made the Party's innovative theory "fly into the homes of ordinary people". New technologies such as 5G, cloud computing, holographic projection and XR have helped the mainstream value dissemination to expand......

Looking at the ever-changing future, journalists and public opinion workers need to enhance their sense of urgency and mission, explore the use of more new technologies in news collection, production, distribution, reception, and feedback, expand mainstream value communication methods and communication methods, and improve communication power. Take more initiative.

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

Guiding force is the ability to help the public follow the correct value orientation and promote the rational and positive development of public opinion by building consensus.

Whether the guiding power of news and public opinion is right, whether it is strong or not, and whether it is true or not is a major issue related to the cause of the party and the country. The general secretary stressed that all aspects and links of news and public opinion work should adhere to the correct guidance of public opinion.

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

At present, with the continuous development of all media, there have been full media, holographic media, all-staff media and all-effect media, and profound changes have taken place in the ecology of public opinion, the pattern of media and the mode of communication. In the all-media era of "everyone has a microphone", how to improve the level of public opinion guidance is a major issue in the work of news and public opinion.

At a symposium on the Party's news and public opinion work, the General Secretary pointed out that "the media sponsored by the Party and the Government are the propaganda positions of the Party and the Government and must be surnamed the Party. All the work of the Party's news and public opinion media must reflect the Party's will and ideas, safeguard the authority of the Party Central Committee and its unity, so as to love, protect and serve the Party".

The "Decision of the Central Committee of the Communist Party of China on Adhering to and Improving the Socialist System with Chinese Characteristics and Promoting the Modernization of the National Governance System and Governance Capacity" adopted by the Fourth Plenary Session of the 19th Central Committee of the Communist Party of China proposed to "improve the working mechanism of public opinion guidance that adheres to the correct orientation", and Make a series of important deployments.

In the face of the new situation, new tasks and new challenges, the majority of journalists and public opinion workers adhere to the principle of party spirit, actively convey the party's voice, and make every effort to build a mainstream public opinion pattern of online and offline integration and linkage of internal and external publicity, so as to provide strong public opinion support for the development of the cause of the party and the state.

　　-- Improving the "influence" of the party's news and public opinion is the key

Influence refers to the ability of news organizations to influence the public's thoughts and actions through their own news information and news products.

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

Satisfying the masses is the value orientation and fundamental criterion for our party to do all its work well. On February 19, 2016, the general secretary successively investigated 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 loved by the masses.

"Literature is born in love, and love is born in the experience of the body." On the road, there will be the times in the heart; at the grassroots level, there will be the masses in the heart; at the scene, there will be moving in the heart. The majority of journalists and public opinion workers can only go deep into the grassroots to be grounded, know the hearts of the people, understand the national conditions and world conditions, always care about the people, eulogize the people, and launch batches of "stained soil", "steaming", and popular masterpieces to let the masses Only by listening, watching and resonating can we expand our influence and give full play to the role of positive propaganda in inspiring and inspiring people.

　　-- Improving the "credibility" of the party's news and public opinion is the goal

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

Truth is the life of news. Only the truth can convince the public. In order to win the audience's attention, some media release news before verifying the news facts, or even unilaterally select a certain fragment of the news facts to highlight and enlarge it, while ignoring the essence of the news facts, resulting in the loss of journalistic ethics and damage to credibility.

In response to this phenomenon, at the party's news and public opinion work symposium, General Secretary Xi Jinping proposed to "clarify fallacies and distinguish right from wrong" when explaining the responsibilities and missions 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 thinks deeply and plans carefully:

In terms of reporting angle, the general secretary asked the news media to "describe the facts according to the facts, not only accurately report individual facts, but also grasp and reflect the whole picture of events or things from a macro perspective".

In terms of reporting topics, the General Secretary stressed that public opinion supervision and positive publicity are unified. The news media should face up to the problems existing in their work, face up to the ugly social phenomena, stir up the turbidity and promote the clear, criticize the current malpractices, and publish critical reports with accurate facts and objective analysis.

In terms of reporting effects, the general secretary stated that the news media "must increase their initiative, grasp the initiative, and fight the initiative on issues related to major right and wrong and political principles, and help cadres and the masses to draw a clear line between right and wrong and clarify vague understandings".

In terms of the struggle of public opinion, the general secretary pointed out that the news media "should be more proactive in carrying out external propaganda, publicize China's development path, development concept and development mode, publicize China's contribution to world development, and refute all kinds of groundless doubts and false attacks against China".

The cultural movement is linked to the national movement, and the cultural vein is linked to the national vein. The "four forces" of news and public opinion have their own emphasis and are closely linked. It is not only a practical path to consolidate and strengthen the mainstream ideological and public opinion, but also an important measure to implement Xi Jinping's cultural thought. Only by deeply understanding the "four forces" of news and public opinion can journalists and public opinion workers maintain the feelings of the people, record the great era, tell Chinese stories well, and constantly make new and greater contributions to Chinese Dream, who has realized the great rejuvenation of the Chinese nation!