政治文化视野中的舆论意识与舆论影响能力

舆论意识已经是现代政治文化的重要构成和基本支撑。没有对于新闻舆论影响的掌控能力,很难完成政治运作。把握人心与意愿是执政能力的体现重点。执政实践最终集中体现于实现执政党的意志与选择。贯穿历史与现实、解读执政方式与重点转换的钥匙,即如何处理与公众有关的信息——从控制信息传播渠道与范围,到在信息全球流动背景下努力在包括大众传媒在内的多种信息渠道中传播体现自己意愿的信息,实现信息强势,从而既影响新闻舆论场,又通过新闻舆论影响人们的口头舆论场与各群体内部舆论场。这样的转换,亦即从传统社会走向现代社会执政方式与重点的转换。从某种意义上说,作为执政能力基本构成的舆论影响能力,可以视为从历史与现实、战略与对策视角认识执政规律和政治文化的切入点与着力点。

Awareness of Public Opinion and Capability of Influencing Public Opinion from the View of Political Culture

Awareness of public opinion is an important component of and a basic support for modern political culture. It is difficult to perform political operation when lack of capability of controlling the effect of news to public opinion. The practice of governing is mainly embodied in realizing the will and choice of the governing party. The key to understand the transformation of governing style and focus through history and reality is how to deal with the information related to the public: from controlling the channels and limits of information communication, to broadcasting the information that expresses the will of the governing party through various channels of information including mass media under the background of global flowing of information, reaching the position of dominance in the field of information, and thereby influencing both the field of public opinions in journalism and the fields of oral public opinion and internal public opinion in groups through public opinion in journalism. This is also a transformation from traditional governing style into modern governing style. It is a cutting point and local point for understanding governing law and political culture from the view of history and reality, strategy and plolicy.