Original title: Enhance the dissemination of news, guidance, influence and credibility.
**The general secretary made important instructions on the national propaganda, ideological and cultural work of "seven efforts", and clearly required "efforts to improve the dissemination, guidance, influence and credibility of news". At present, the Internet has become the main battlefield of the struggle, and it is more difficult to lead the society with mainstream voices. How to adapt to the new changes in the media pattern and the new ecological changes, how to grasp the leading power, widely gather social consensus, consolidate and strengthen the mainstream ideas of the new era, and enhance the dissemination, guidance, influence and credibility of news are the major issues facing the party's news work. The important exposition of the general secretary on the work of news is an important part of the first cultural thought, and it is a profound summary of the law of news dissemination in the information age by our party, which provides a fundamental follow and method path for doing a good job in the party's news work in the new era and opening up the party's propaganda, ideological and cultural work in the new era.
Firmly adhere to the principles of party spirit and grasp the leading power.
The principle of party spirit is the fundamental principle of the party's journalistic work. No matter how the times change, how the communication environment changes, no matter when and under what circumstances, the principles of party spirit must not be lost, forgotten, and must not be ambiguous, deviated or shaken. If we are not firm in the principles of party spirit, we will be prone to make mistakes in our work, and we will be in danger of losing the main position of propaganda and the leading power of work.
The party's news work adheres to the principles of party spirit, and the most fundamental thing is to uphold the party's leadership over the news work. **The general secretary pointed out that if you can't pass the Internet, you won't be able to stay in power for a long time. Party management is to put all levels and types of leadership under the leadership of the party, this leadership is not a "boot scratching" leadership, the way can be different, but the principle of party management can not be hollowed out. We should take a clear stand to implement the principles of party spirit in the whole process of news reporting, take the party's banner as the banner, take the party's direction as the direction, and take the party's will as the will, cast the soul of thought, and lay a solid foundation for performing duties. Resolutely maintain the authority and centralized and unified leadership with comrades as the core, implement the policy of politicians running newspapers, effectively enhance the "four consciousnesses", strengthen the "four self-confidences", and achieve "two safeguards", and consciously maintain a high degree of consistency with comrades as the core.
It is necessary to uphold the unity of the party spirit and the people's nature. Only by adhering to the party spirit can the journalistic work have a clear position and direction; Only by adhering to the people's nature can the journalistic work gain a source of vitality and a foundation of motivation. The party spirit resides in the people's nature, and there is no party spirit that is divorced from the people's nature, nor is there a people's nature that is divorced from the party spirit. Therefore, it is necessary to adhere to the people-centered work orientation in the development of news work, unify responsibility to the party and responsibility to the people, combine serving the masses with educating and guiding the masses, and combine satisfying needs with improving quality, so as to better transform the party's theories, lines, principles and policies into the conscious actions of the masses, and reflect the experience created by the people and the actual situation they face in a timely manner, so as to enrich the people's spiritual world and enhance the people's spiritual strength. Let the people share the fruits of cultural development, promote the all-round development of people, and place the socialist ideology among the broad masses of the people.
It is necessary to take a clear-cut stand in the struggle of the first place. The three zones of "red, black, and gray" in the current ideological field are intertwined, and the situation is complex. For the "red zone", pay attention to the potential risks, be sure to guard, consolidate and expand, and enhance the attractiveness and appeal. For the "black zone", it is necessary to take the initiative to attack, dare to show the sword, dare to enter, crack down hard, and gradually push it to change color. With regard to the "gray area", it is necessary to pay attention to the ways and means of struggle, combine offense and defense, and convert to red as soon as possible to prevent the transformation into black. In the struggle for position, for the hearts of the people, for the speech and behavior of the masses, we must enhance the initiative, grasp the initiative, fight the initiative battle, grasp the time, degree and effect of the first guidance, pay attention to the "first time principle", under the premise of truth and accuracy, and strive to intervene at the first time and speak at the first time.
Firmly adhere to the correct orientation and build consensus extensively.
The general secretary stressed that all aspects and links of news work must adhere to the correct orientation. Guidance determines the direction of progress. ** Correct orientation, can unite people's hearts, gather strength, and promote the development of the cause; ** If the direction is wrong, it will shake the people's hearts, disintegrate their fighting spirit, and endanger the cause of the party and the people.
At present, the rapid development of media technology and the complex information environment have also challenged the authority and credibility of mainstream voices. To adhere to the correct orientation, we must ensure that all work is conducive to upholding the leadership of the Communist Party of China and China's socialist system, promoting reform and development, enhancing the unity of the people of all ethnic groups across the country, and maintaining social harmony and stability. It is necessary to take these "four advantages" as the most important and fundamental guidance, run through all aspects of news gathering, writing, arrangement, and release, and implement it to all personnel in the collection, editing, review, and signing, so as to achieve checks at all levels and everyone is responsible; Run through all the best spaces and all communication carriers, let the main theme and positive energy dominate, and you can't engage in two standards and form "two **fields", and set up untouchable "political red lines" and "moral bottom lines" that can't be crossed.
At a new historical starting point and in the face of unprecedented challenges and difficulties, we must arouse the powerful forces of the whole party and the whole society to forge ahead in unity and overcome difficulties, build consensus and gather people's support. This requires the news to adhere to the positive propaganda, carry forward the main theme, recognize the relationship between the mainstream and the tributaries, achievements and problems, the overall situation and the part, give full play to the mobilization role of the news, focus on reflecting the healthy and upward nature of the society, objectively present the whole picture of social development and progress, and make it harmonious with the vigorous and upward trend of China's reform and development, and at the same time unite the people of all ethnic groups, stabilize and boost morale, and provide strong spiritual strength for the party and the country to carry out great struggles, promote great causes, and realize great dreams. We must be good at using positive propaganda to guide the masses of the people to actively face temporary difficulties and tests, strengthen confidence, pool strength, and continue to advance. Give full play to the function of setting the agenda, attach importance to the reporting of major themes, major activities and major events, and cultivate and mobilize the people's concern for the major events of the party and the country; Innovate the expression and dissemination of typical reports, avoid clichés, break the stereotypical and serious audience impression, and use diversified media technology and vivid language to comprehensively and concretely show exemplary demeanor and set an excellent example.
Strengthen the construction of the whole communication system and shape a new pattern of the mainstream.
With the help of mobile Internet, big data, artificial intelligence, and integration, the whole company has emerged in response to the situation, and has profoundly changed China's ecological and communication pattern with its communication characteristics such as strong penetration and scene attachment, social empowerment and reconstruction of the spatio-temporal relationship between transmission and reception. In particular, the general secretary pointed out that it is necessary to promote the integrated development of the first and form a resource-intensive, reasonable structure, differentiated development, coordinated and efficient all-round communication system. This has become an important issue that must be faced in the transformation of China's leading industry, and has become an important part of the modernization of national governance.
It is necessary to take content construction as the foundation and build a full-scale communication content system. Persist in leading the content construction with the Core Socialist Values, and reflect the requirements of the Core Socialist Values in the entire process of content creation; Adhere to the construction of rich content of the excellent traditional Chinese culture, draw strength from the excellent traditional Chinese culture and the fine traditions formed by the Communist Party of China during the period of revolution, construction and reform, digitally present and integrate the interpretation of the excellent traditional Chinese culture, and carry out a new telling and propagation of the history of the party, the history of new China, the history of reform and opening up and the history of socialist development, tell the Chinese story well, contain ideas in the story, and achieve the effect of moisturizing things silently. In this way, we can promote the leading value of communication content in keeping pace with the times, highlight the mainstream value in complex and diverse information, form a positive guide to the society, and learn from the whole content production mode, that is, the content is produced at one time and released multiple times through multiple ports to achieve diversified communication in the era of integration.
It is necessary to build a comprehensive communication technology system with the support of advanced technology. Through the construction of the all-in-one communication system empowered by technology, the integrated communication boutique was launched. Apply 5G, 4K, big data, artificial intelligence and other technologies to the mainstream** to present the audience with high-"value" pictures, high-quality sound effects and impactful perspectives, enhance attractiveness and appeal, and enhance the influence of ** communication power.
It is necessary to take innovation management as the guarantee and build a management system for the whole dissemination. Future-oriented innovation management to achieve resource intensive, reasonable structure, differential development, collaborative and efficient communication management system. Coordinate and handle the relationship between traditional and emerging, local, mainstream and commercial platforms, and popularization and professionalism. To eliminate the gap between traditional and emerging, we must not only adhere to a ruler and a set of management to strictly prevent the emergence of "** enclaves", but also stimulate the vitality of traditional and emerging, and build an effective flow mechanism to expand influence with resonance.
Wang Hui, the author is an associate professor at the School of Marxism of the Party School
*:Sichuan**.