网络时代舆论主导者道德导引中的挑战及对策

党报等社会舆论传统主导者在社会奖惩道德导引中发挥了独到的作用。但在网络新媒体时代，社会舆情传播路径、发布主体、信息内容、评价标准等方面已出现前所未有的多元化改变，在此背景下社会舆论传统主导者在社会奖惩道德标准取舍、执行及监督中的作用被大大削弱；面对挑战，传统主导者需要在网罗人才、掌控资源、确立规矩等方面采取应对措施，以巩固其在道德导引中的主导地位，从而在网络新环境下继续为社会主义道德建设做出贡献。

Leaders of Public Opinions Functioning in Moral Guidance of Social Rewards-Punishments System：Challenges,Countermeasures under Internet Background

Traditional leaders of public opinions like newspapers of CPC ( Communist Party of China) used to func-tion as moral guidance in social rewards-punishments system.However, in the new media era of internet, pluralistic changes arise in propagating path, main releasers, information contents and evaluation standards of public opinions. As a result, the authoritative position of the traditional leaders of public opinions has been vacillated in the choice of social rewards-punishments’ standards and they seem weak and inefficient in the implementation and supervision of social rewards and punishments.Faced with the challenges, it is vital for them to take measures in enlisting talents, possessing resources and establishing rules to strengthen the leading position and guide the public opinions for the moral construction in China.