GAPPRFT Chief: Concentrate on Positive Propaganda and Mainstream Ideology

This article by GAPPRFT director Cai Fuchao was first published in People’s Daily on 25 September

Persist in Giving First Place to Positive Propaganda Throughout, Consolidate and Expand Mainstream Ideology and Public Opinion

Deeply Study and Implement the Spirit of General Secretary Xi Jinping’s Important Speech at the National Propaganda and Ideology Work Conference

Comrade Xi Jinping’s important speech at the National Propaganda and Ideology Work Conference stood on the strategic heights of the overall picture of the undertaking and development of the Party and the country, it deeply elaborated a series of major theoretical and real issues concerning the long-term development of propaganda and ideology work, it clarified the future direction and provided a basic path to adhere to in propaganda and ideology work. Comrade Xi Jinping pointed out that: “Persisting in unity, stability and enthusiasm, and giving first place to positive propaganda, are important principles that must be observed in propaganda and ideology work”, and stressed the necessity to “fully give rein to the function of positive propaganda in inspiring and encouraging people”. This important argument deeply elaborated where the duty, the mission and the values of propaganda and ideology work lie, and that it has a very strong ideological nature, political nature, focused nature and guiding nature. The press, publications, radio, film and television system must deeply study, comprehend and completely implement the spirit of Comrade Xi Jinping’s important speech, and drive the press, publications, radio, film and television undertaking incessantly towards new stages, and to open up new dimensions.

Persisting in giving first place to positive propaganda requires uniting thoughts, raising understanding and incessantly strengthening the resolve and consciousness concerning doing positive propaganda well.

A progressive era always has a sort of upward spirit, a developing society always has a sort of positive mainstream. Forcefully carrying forward a high-spirited social mainstream and a social nature with bright progress, and forcefully propagating the magnificent practice of the Party’s leading the people to create beautiful lives are the basic essentials of positive propaganda, they reflect the Marxist news view, and embody the fine traditions of propaganda and ideology work, they comply with the popular masses’ desires and expectations, and are the work direction that propaganda and ideology work must persist in for a long time.

Propaganda and ideology work is an important component part of the undertaking of the Party and the people, we must make satisfying the basic interests of the broadest people into our objective and final goal, and unite, encourage and concentrate the people of all ethnicities in the entire country to struggle unwaveringly for the Socialist undertaking. The basic interest of the broadest people in present-day China is persisting in the path of Socialism with Chinese characteristics under the leadership of the Chinese Communist Party, and realizing the Chinese Dream of the magnificent rejuvenation of the Chinese nation. This is the main melody of the time, and the greatest forte. Propaganda and ideology work must establish a strong political sense of responsibility and historical sense of mission, persist in giving first place to positive propaganda, forcefully carry this main melody of the times forward, play this forte of the times, and provide strong public opinion support for the wealth and strength of the country, the rejuvenation of the nation and the happiness of the people.

Historically, our Party has always given high regard to propaganda and ideology work, and has stressed the use of positive propaganda to drive the undertaking and development of the Party and the people. On the revolutionary battlefields clouded with gunpowder and on the Socialist construction sites that were bustling with activities, during the first wave of reform, opening up and storming fortifications to overcome difficulties, or at the front line of rescue and relief work, positive propaganda has penetrated into the overall process from beginning to end. Propaganda about every major achievement, every model example and every meritorious deed has inspired the spirit of the nation and encouraged the popular masses to vanquish difficulties and gain victory. Persisting in and developing Socialism with Chinese characteristics from a new historical starting point equally requires persisting in giving first place to positive propaganda, and fuel the enthusiasm of 1.3 billion people to throw themselves in to reform, opening up and modernization construction.

Persisting in giving first place to positive propaganda is also a necessary requirement to unify thoughts and concentrate forces in the face of deep changes in the present international and domestic circumstances and the deep adjustment of the public opinion structure. The deep changes in global circumstances, national circumstances and Party circumstances have brought new opportunities for the development of the undertaking of the Party and the state, and has brought new challenges as well. In the face of constant change in international circumstances, the task of safeguarding our country’s political security and ideological security has become even more strenuous; in the face of changes and transformations in the domestic economy and society, the task to rationalize emotions and dissolve contradictions has become even more strenuous; in the face of the deepening development of the Socialist market economy and the incessant expansion of opening up to the outside world, the task to raise the entire nation’s ideological and moral quality and the entire society’s levels of civilization has become even more strenuous; in the face of the helter-skelter development of modern communications technology, the task of raising the capacity to master the Internet and other new media, and to mould the power of online public opinion  has become ever more strenuous. This urgently requires us to persist in giving first place to positive propaganda, consolidate and expand mainstream ideology and public opinion, carry forward the main melody, disseminate positive energy, and stimulate the powerful forces of the entire society to unite and advance bravely

Persisting in giving first place to positive propaganda requires that we implement well the basic task of revolving around the Centre and serving the bigger picture, and extensively concentrate strong positive energy to realize the “Two Centuries” struggle objective and the Chinese Dream of the great rejuvenation of the Chinese nation.

General Secretary Xi Jinping stressed that propaganda and ideology work must absolutely have revolving around the Centre and serving the bigger picture as basic task. This important argument further elucidates that duties and tasks of propaganda and ideology work under new circumstances. In persisting in giving first place to positive propaganda, we must closely revolve around this centre of economic construction, fix eyes upon serving the bigger picture of Party and State work, do more work to unify thoughts and concentrate forces, and do more work to encourage morale and raise confidence.

Launch positive propaganda revolving around persisting in and developing Socialism with Chinese characteristics and realizing the Chinese Dream of the great rejuvenation of the Chinese nation, building a firm basis for ideals and convictions. Make firm ideals and convictions into a core topic for positive propaganda, deeply launch propaganda and education on Socialism with Chinese characteristics, vigorously propagate the unique creation of the path of Socialism with Chinese characteristics, the unique value of the theory of Socialism with Chinese characteristics and the unique superiority of the system of Socialism with Chinese characteristics, forcefully manifest  the power of Marxist truth, guide cadres and masses to deeply comprehend the achievements of the Party’s theoretical innovation, ensure piety and perseverance, trustworthiness and profundity. Unwaveringly launch propaganda and education about the Chinese Dream, deeply propagate and elaborate the basic meaning of the Chinese Dream, deeply propagate and elaborate the real channels, value support and driving sources of the Chinese Dream, push the Chinese Dream into minds, into hearts and into actions.

Launch positive propaganda revolving around comprehensively construction a moderately prosperous society, and moving reform, opening up and Socialist modernization construction forward, concentrating forces for reform and development. Strive to serve economic and social development, forcefully propagate the Centre’s work deployments and policy measures concerning strengthening and improving macro-level adjustment, expanding dynamics for the strategic restructuring of economic structures, and stimulating the transformation of economic development methods, propagate new achievements in guaranteeing and improving people’s livelihoods and raising the people’s living standards, construct a thick atmosphere of scientific development and doing real work to rejuvenate the country. Deeply propagate the major significance and strategic deployment of deepening reform and opening up, propagate new advances in important areas of reform, construct a public opinion environment beneficial to deepening reform and opening up.

Launch positive propaganda revolving around the construction of a Socialist core value system, casting a spirit to rejuvenate and strengthen the country. Closely revolve around the “three proposals” put forward at the 18th Party Congress, further propagate and elaborate the profound meaning of the Socialist core value system, propagate and elaborate the practical requirements of the Socialist core value system, ensure that it becomes a household term, and deeply enters people’s hearts. Vigorously create good social conditions and social environments to reflect the demands of the Socialist core value system in all aspects of economic and social development, promote the internalization of the Socialist core value system into hearts and its externalization into actions, so that it becomes the value pursuit and conscious practice of the whole body of the people.

Persisting in giving first place to positive propaganda requires persistence in the unity of the Party nature and the people’s nature, and the unification of reflecting the Party’s viewpoints and mirroring the people’s wishes.

The relationship between the Party nature and the people’s nature is a major issue of principle that must be correctly understood and correctly grasped in propaganda and ideology work. Comrade Xi Jinping stressed that the Party nature and the people’s nature will always be consistent and united. Essentially, persisting in the Party nature means persisting in the people’s nature, and persisting in the people’s nature means persisting in the Party nature, the Party nature resides within the people’s nature, there is no Party nature that is separate from the people’s nature, and there is no people’s nature that is removed from the Party nature. This important argument deeply revealed the fundamental property and basic requirement of propaganda and ideology work. Persisting in giving first place to positive propaganda means persisting in the unity of the Party nature and the people’s nature, it means uniting reflecting the Party’s standpoints and mirroring the people’s wishes, disseminating the voice of the Party and Government even more distinctly and vigorously, displaying the mainstream of social progress, mirroring the wishes of the popular masses, and consolidating and developing a healthy and upward mainstream public opinion.

To persist in giving first place to positive propaganda, we must stress the Party nature and closely grasp the correct public opinion orientation. The crux of persisting in the Party nature is persisting in the correct political orientation, standing on stable political viewpoints, persisting in propagating the Party’s theory, line, principles and policies, persisting in propagating the Centre’s major work deployments, persisting in propagating the Centre’s major analyses and judgments concerning the circumstances, persisting in maintaining a high level of consistency with the Party Centre and persisting in the authority of the Centre. We must firmly establish a political consciousness, a consciousness about the bigger picture and a sense of responsibility, strengthen political acuity and political distinguishing strength, serve the undertaking of the Party and the people in fulfilling our duties and responsibilities, and we must conform to the demands of the Party concerning whatever we persist in, whatever we oppose, whatever we say and whatever we do. We must persist in the principle that the Party manages the media without wavering, persist in the fact that politicians run newspapers, run periodicals, run stations and run news websites, strengthen education about the Marxist view of news, and contribute even better to consolidating the guiding position of Marxism in the ideological area and to consolidating the common ideological basis for the united struggle of the entire Party and the people in the entire country.

To persist in giving first place to positive propaganda, we must stress the people’s nature, and firmly establish a work direction with the people at the centre. Establishing a work direction with the people at the centre reflects the political standpoint of a Marxist party, and reflects the essential requirements of Socialism with Chinese characteristics, it further answers this basic question of “for whose sake, with whose support, who am I?” To persist in giving first place to positive propaganda, we must make realizing, safeguarding and developing the basic interests of the broadest people into a starting point and a checkpoint, persist in putting the masses first and putting people first, integrate serving the masses with educating and guiding the masses, integrate satisfying demands with raising accomplishments, propagate more reports on the popular masses’ magnificent struggle and fervent lives, propagate more advanced models and moving deeds emerging from among the popular masses, enrich the masses’ spiritual world, strengthen the people’s mental strength, satisfy the people’s spiritual demands. Ensure public opinion guidance on social hot spots and issues, actively set up discussion topics and timely resolve misunderstandings in matters of education, employment, medicine, housing, ecology and the environment, food security and other such issues that the popular masses are concerned about, guide psychological preparation and promote social consensus. Expand public opinion supervision strength, persist in correct supervision, scientific supervision, supervision according to the law, and constructive supervision, safeguard the people’s interests even better, closely link up the Party and the masses, stimulate social harmony.

To persist in giving first place to positive propaganda, we must strengthen social responsibilities, strengthen a sense of undertaking work, and raise the dissemination strength, credibility and influence of mainstream media.

At present, we are conducting a magnificent practice that has many new historical characteristics, and the challenges and difficulties we face are unprecedented. History and practice tell us that the more huge challenges and difficulties must be responded to, and the more intricate the public opinion environment becomes, the more we must strengthen the social responsibility of the media, strengthen the media’s sense of undertaking work, closely grasp the initiative, dominance and discourse power in news and public opinion, and vigorously give rein to the function of positive propaganda in encouraging and inspiring people.

Strengthen the media’s social responsibility, sing the main melody, and stimulate spiritual energy. News media are the witnesses and recorders of contemporary China’s reform and development, and are builders of and participants in Socialism with Chinese characteristics. They must further strengthen their sense of social responsibility, forcefully propagate and display the huge achievements of reform and opening up and the mainstream of social development and progress, carry forward all thoughts and spirit that benefit strengthening common ideals and concentrating advanced forces, carry forward all thoughts and spirits that benefit the promotion of scientific development and the stimulation of social harmony, carry forward all thoughts and spirits that benefit realizing national wealth and power and enhancing the people’s happiness, carry forward all thoughts and spirits that benefit the comprehensive construction of a moderately prosperous society and realizing the magnificent Chinese Dream, and sing a high-spirited and upward song of righteousness in the entire society. They must persist in attaching most importance to the undertaking at the Party and the people, be good at grasping reporting themes in the light of the overall picture, be good at inspecting and judging propaganda effect in the light of the whole, consciously abide by propaganda discipline and absolutely not provide dissemination channels for noise, murmurs and mistaken ideologies.

Strengthen the media’s sense of undertaking work, launch the public opinion struggle in a rational, beneficial and measured manner. Persisting in giving first place to positive propaganda absolutely does not mean abandoning the public opinion struggle. In the face of issues of political principle involving great questions of right and wrong, we must keep our minds firmly on political responsibility, have firm stands, clear viewpoints and unequivocal attitudes, be able to stand in the teeth of the storm and speak the truth, fix eyes upon uniting and striving for the absolute majority, dare to launch the public opinion struggle, help cadres and the masses to make a clear distinction between right and wrong, and clear up vague understandings. In the face of this great difficulty of online public opinion guidance, we must have the courage to dare to grasp and manage, to dare to unsheathe the sword, the audacity to dare to confront opponents and take them seriously, and the ambition to dare to undertake work and be responsible, we must improve online public opinion guidance, strengthen online content construction, raise our ability to use advanced technology to disseminate advanced culture, and maintain the dominant position of correct ideology and public opinion in occupying the network.

To persist in giving first place to positive propaganda, we must persist in the “three stick close to” and practice the “march towards reform”, and raise the quality and level of positive propaganda with a spirit of reform and innovation.

Following the profound changes in domestic and foreign circumstances, the external environment, social conditions and work targets of propaganda and ideology work have incessantly seen new changes. Comrade Xi Jinping stressed that doing propaganda and ideology work well requires more innovation than at any time in the past. To expand and strengthen positive propaganda, we must make reform and innovation into a perpetual theme, a strong engine and a necessary path, strive to ensure that all reform and innovation ideas are respected, all reform and innovation measures are supported and all reform and innovation results are affirmed, to ensure that propaganda and ideology work reflects the nature of the times, grasps regularities, is rich in creativity, quality and levels are increasingly raised and influence and infectiousness are strengthened.

We must forcefully move propaganda concept innovation forward, make liberating thoughts into the master switch of reform and innovation from beginning to end, maintain ideological acuity and openness, dare to surmount the fetters of obsolete concepts, be good at breaking through habitual thinking modes, dare to get rid of shackles that are unsuited to the times, further establish timely and correct, open and transparent, complete and objective public opinion guidance concepts, truly start a new dimension in positive propaganda with new leaps in ideological understanding. We must forcefully move propaganda content innovation forward, further improve propaganda about circumstances, propaganda about achievements, propaganda about models and propaganda about subjects, move minds in terms of truth and reliability, write articles that inspire affection and respect, work hard to enter minds and hearts, to ensure that positive propaganda is what people love to see and hear, engender resonance, and ensure that advanced models are believable, understandable and learnable for people. We must forcefully move propaganda method innovation forward, respond to the new circumstances of the continued increase in social informatization, accelerate the converged development of traditional media and new media, fully utilize new technology and new applications to innovate media dissemination methods, expand positive propaganda battlefields, occupy the commanding heights of information dissemination, shape a new dimension in which traditional media and new media interact, each has strong points and each uses their abilities, skills and powers to the fullest, to do positive propaganda well. We must forcefully move propaganda method innovation forward, deeply research the psychological characteristics and reception habits of audiences, abide by dissemination laws, pay attention to the art of dissemination, stress dissemination effect, grasp timing, extent and effect well, guide the broad masses to look towards the mainstream more and not be dominated by tributaries; to look towards the bright side more and not be influenced by the dark side; to look towards fundamentals more and not be misled by superficial phenomena. We must forcefully move propaganda language innovation forward, unwaveringly transform work styles, rectify study styles and improve writing styles, use s more effective and short language, use a more simple and honest language, use a more dynamic new language, and strengthen the real effect of positive propaganda with refreshing, plain, vivid and lively writing style.

(The author is a vice-Director of the Central Propaganda Department and the Director of the General Administration of Press, Publications, Radio, Film and Television)

始终坚持正面宣传为主 巩固壮大主流思想舆论

——深入学习贯彻习近平同志在全国宣传思想工作会议上的重要讲话精神
蔡赴朝
习近平同志在全国宣传思想工作会议上的重要讲话,站在党和国家事业发展全局的战略高度,深刻阐述了事关宣传思想工作长远发展的一系列重大理论和现实问题,为做好宣传思想工作指明了前进方向、提供了基本遵循。习近平同志指出,“坚持团结稳定鼓劲、正面宣传为主,是宣传思想工作必须遵循的重要方针”,强调要“充分发挥正面宣传鼓舞人、激励人的作用”。这一重要论述,深刻阐明了宣传思想工作的职责所在、使命所在、价值所在,具有很强的思想性、政治性、针对性和指导性。新闻出版广电系统要深入学习领会、全面贯彻落实习近平同志重要讲话精神,推动新闻出版广电事业不断迈上新台阶、开创新局面。

坚持正面宣传为主,就要统一思想、提高认识,不断增强做好正面宣传的坚定性自觉性

一个前进的时代总有一种向上的精神,一个发展的社会总有一种积极的主流。大力弘扬昂扬向上的社会主流和光明进步的社会本质,大力宣传党领导人民创造美好生活的伟大实践,是正面宣传的根本要义,体现了马克思主义新闻观,反映了宣传思想工作的优良传统,顺应了人民群众的愿望期盼,是宣传思想工作必须长期坚持的工作方针。

宣传思想工作是党和人民事业的重要组成部分,必须把实现最广大人民的根本利益作为目的和归宿,团结、激励、凝聚全国各族人民为社会主义事业不懈奋斗。当代中国最广大人民的根本利益,就是在中国共产党领导下坚持中国特色社会主义道路,实现中华民族伟大复兴的中国梦。这是时代的主旋律、最强音。宣传思想工作必须树立强烈的政治责任感和历史使命感,坚持正面宣传为主,大力弘扬这一时代主旋律,奏响这一时代最强音,为国家富强、民族振兴、人民幸福提供强大舆论支持。

我们党历来高度重视宣传思想工作,注重运用正面宣传推动党和人民事业发展。无论在硝烟弥漫的革命战场还是在热火朝天的社会主义建设工地,无论在攻坚克难的改革开放前沿还是在抢险救灾的第一线,正面宣传始终贯穿于全过程。每一项重大成就、每一个典型模范、每一件先进事迹的宣传,都振奋了民族精神,鼓舞人民群众去战胜困难、夺取胜利。在新的历史起点上坚持和发展中国特色社会主义,同样需要坚持正面宣传为主,为13亿人民投身改革开放和现代化建设的伟大实践加油鼓劲。

坚持正面宣传为主也是在当前国际国内形势深刻变化、舆论格局深刻调整的新形势下统一思想、凝聚力量的必然要求。世情国情党情的深刻变化,为党和国家事业发展带来了新机遇,也带来了新挑战。面对国际形势风云变幻,维护我国政治安全和意识形态安全的任务更加繁重;面对国内经济社会变革变动,理顺情绪、化解矛盾的任务更加繁重;面对社会主义市场经济深入发展和对外开放不断扩大,提高全民族思想道德素质和全社会文明程度的任务更加繁重;面对现代传播技术的迅猛发展,提高驾驭互联网等新媒体的能力、塑造网上舆论强势的任务更加繁重。这就迫切要求坚持正面宣传为主,巩固壮大主流思想舆论,弘扬主旋律,传播正能量,激发全社会团结奋进的强大力量。

坚持正面宣传为主,就要履行好围绕中心、服务大局的基本职责,广泛凝聚实现“两个一百年”奋斗目标和中华民族伟大复兴中国梦的强大正能量

习近平同志强调,宣传思想工作一定要把围绕中心、服务大局作为基本职责。这一重要论断,进一步明确了新形势下宣传思想工作的职责任务。坚持正面宣传为主,必须紧紧围绕经济建设这个中心,着眼于服务党和国家工作大局,多做统一思想、凝聚力量的工作,多做鼓舞士气、提振信心的工作。

围绕坚持和发展中国特色社会主义、实现中华民族伟大复兴的中国梦开展正面宣传,筑牢理想信念之基。把坚定理想信念作为正面宣传的核心主题,深入开展中国特色社会主义宣传教育,积极宣传中国特色社会主义道路的独特创造、中国特色社会主义理论体系的独特价值、中国特色社会主义制度的独特优势,大力彰显马克思主义真理的力量,引导干部群众深刻领会党的理论创新成果,做到虔诚而执着、至信而深厚。坚持不懈开展中国梦宣传教育,深入宣传阐释中国梦的基本内涵和目标要求,深入宣传阐释实现中国梦的现实路径、价值支撑和动力源泉,推动中国梦入脑、入心、入行动。

围绕全面建成小康社会、推进改革开放和社会主义现代化建设开展正面宣传,凝聚改革发展之力。着力服务经济社会发展,大力宣传中央关于加强和改善宏观调控、加大经济结构战略性调整力度、促进经济发展方式转变的工作部署和政策措施,宣传保障和改善民生、提高人民生活水平取得的新成效,营造科学发展、实干兴邦的浓厚氛围。深入宣传全面深化改革开放的重大意义和战略部署,宣传重要领域改革取得的新进展,营造有利于深化改革开放的舆论环境。

围绕社会主义核心价值体系建设开展正面宣传,熔铸兴国强国之魂。紧紧围绕党的十八大提出的“三个倡导”,进一步宣传阐释社会主义核心价值观的深刻内涵,宣传阐释社会主义核心价值体系的实践要求,使之家喻户晓、深入人心。积极创造良好社会条件、社会环境,把社会主义核心价值体系的要求体现到经济社会发展各个方面,推动社会主义核心价值体系内化于心、外化于行,成为全体人民的价值追求和自觉行动。

坚持正面宣传为主,就要坚持党性和人民性相统一,把体现党的主张和反映人民心声统一起来

党性和人民性的关系,是宣传思想工作必须正确认识和准确把握的重大原则问题。习近平同志强调,党性和人民性从来都是一致的、统一的。从本质上说,坚持党性就是坚持人民性,坚持人民性就是坚持党性,党性寓于人民性之中,没有脱离人民性的党性,也没有脱离党性的人民性。这一重要论述,深刻揭示了宣传思想工作的根本属性和基本要求。坚持正面宣传为主,就要坚持党性和人民性相统一,把体现党的主张和反映人民心声统一起来,更加鲜明有力地把党和政府的声音传播好,把社会进步的主流展示好,把人民群众的心声反映好,巩固发展健康向上的主流舆论。

坚持正面宣传为主,必须讲党性,牢牢把握正确舆论导向。坚持党性,核心是坚持正确的政治方向,站稳政治立场,坚定宣传党的理论和路线方针政策,坚定宣传中央重大工作部署,坚定宣传中央关于形势的重大分析判断,坚决同党中央保持高度一致,坚决维护中央权威。要牢固树立政治意识、大局意识、责任意识,增强政治敏锐性和政治鉴别力,尽职尽责为党和人民事业服务,坚持什么、反对什么,说什么话、做什么事,都要符合党的要求。要坚持党管媒体原则不动摇,坚持政治家办报、办刊、办台、办新闻网站,加强马克思主义新闻观教育,更好地为巩固马克思主义在意识形态领域的指导地位、巩固全党全国人民团结奋斗的共同思想基础作贡献。

坚持正面宣传为主,必须讲人民性,牢固树立以人民为中心的工作导向。树立以人民为中心的工作导向,体现了马克思主义政党的政治立场,体现了中国特色社会主义的本质要求,进一步回答了“为了谁、依靠谁、我是谁”这个根本问题。坚持正面宣传为主,必须把实现好、维护好、发展好最广大人民根本利益作为出发点和落脚点,坚持以民为本、以人为本,把服务群众同教育引导群众结合起来,把满足需求同提高素养结合起来,多宣传报道人民群众的伟大奋斗和火热生活,多宣传报道人民群众中涌现出来的先进典型和感人事迹,丰富人民精神世界,增强人民精神力量,满足人民精神需求。做好社会热点问题的舆论引导,针对人民群众关心的教育、就业、医疗、住房、生态环境、食品安全等问题,主动设置议题,及时解疑释惑,引导心理预期,增进社会共识。加大舆论监督力度,坚持准确监督、科学监督、依法监督、建设性监督,更好地维护人民利益,密切党群关系,促进社会和谐。

坚持正面宣传为主,就要强化社会责任、增强担当意识,提高主流媒体的传播力、公信力、影响力

当前,我们正在进行具有许多新的历史特点的伟大实践,面临的挑战和困难前所未有。历史和现实告诉我们,越是应对巨大挑战和困难,越是舆论生态错综复杂,就越要强化媒体社会责任,强化媒体担当意识,牢牢掌握新闻舆论的主动权、主导权、话语权,积极发挥正面宣传鼓舞人、激励人的作用。

强化媒体社会责任,唱响主旋律,提振精气神。新闻媒体是当代中国改革发展的见证者、记录者,也是中国特色社会主义的建设者、参与者。必须进一步强化社会责任意识,大力宣传展示改革开放的巨大成就和社会发展进步的主流,弘扬一切有利于坚定共同理想、凝聚奋进力量的思想和精神,弘扬一切有利于推动科学发展、促进社会和谐的思想和精神,弘扬一切有利于实现国家富强、增进人民幸福的思想和精神,弘扬一切有利于全面建成小康社会、实现伟大中国梦的思想和精神,在全社会唱响昂扬向上的正气歌。必须坚持以党和人民事业为重,善于从全局上把握报道选题,善于从整体上考量宣传效果,自觉遵守宣传纪律,决不给杂音噪音和错误思想提供传播渠道。

强化媒体担当意识,有理有利有节开展舆论斗争。坚持正面宣传为主,决不意味着放弃舆论斗争。面对事关大是大非和政治原则的问题,要牢记政治责任,有坚定的立场、鲜明的观点、明确的态度,能够站在风口浪尖上讲真话,着眼于团结和争取大多数,勇于开展舆论斗争,帮助干部群众划清是非界限、澄清模糊认识。面对网上舆论引导这一大难题,要有敢抓敢管、敢于亮剑的勇气,敢于碰硬、敢于较真的胆识,敢于承担、敢于负责的胸襟,改进网上舆论引导,加强网络内容建设,提高用先进技术传播先进文化的能力,始终保持正确思想舆论占据网上主导地位。

坚持正面宣传为主,就要坚持“三贴近”、践行“走转改”,以改革创新精神提高正面宣传的质量和水平

随着国内外形势的深刻变化,宣传思想工作的外部环境、社会条件、工作对象都在不断发生新的变化。习近平同志强调,做好宣传思想工作,比以往任何时候都更加需要创新。做大做强正面宣传,必须把改革创新作为永恒主题、强大引擎、必由之路,努力使一切改革创新的观念得到尊重、一切改革创新的举措得到支持、一切改革创新的成果得到肯定,使宣传思想工作体现时代性、把握规律性、富于创造性,不断提高质量和水平,增强吸引力和感染力。

必须大力推进宣传理念创新,始终把解放思想作为改革创新的总开关,保持思想的敏锐性和开放度,勇于突破陈旧观念的束缚,善于打破习惯思维的定势,敢于摒弃不合时宜的桎梏,进一步树立及时准确、公开透明、全面客观的舆论引导理念,真正以思想认识新飞跃开创正面宣传新局面。必须大力推进宣传内容创新,进一步改进形势宣传、成就宣传、典型宣传、主题宣传等,在真实可靠上动脑筋,在可亲可敬上做文章,在入脑入心上下功夫,使正面宣传让人爱听爱看、产生共鸣,使先进典型让人信得过、看得懂、学得到。必须大力推进宣传手段创新,适应社会信息化持续推进的新情况,加快传统媒体和新兴媒体融合发展,充分运用新技术新应用创新媒体传播方式,拓展正面宣传阵地,占领信息传播制高点,形成传统媒体和新兴媒体互融互通、此长彼长,各尽所能、各显神通,共同做好正面宣传的新格局。必须大力推进宣传方法创新,深入研究受众的心理特点和接受习惯,遵循传播规律,讲求传播艺术,注重传播效果,把握好时、度、效,引导广大群众多看主流,不受支流支配;多看光明面,不受阴暗点影响;多看本质,不受表面现象迷惑。必须大力推进宣传话语创新,坚持不懈转作风、正学风、改文风,多讲管用的短话,多讲淳朴的实话,多讲富有活力的新话,以清新朴实、生动鲜活的文风增强正面宣传的实际效果。

(作者为中宣部副部长、国家新闻出版广电总局局长)

 

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One thought on “GAPPRFT Chief: Concentrate on Positive Propaganda and Mainstream Ideology

  1. Pingback: Is Social Media Censorship of a Deadly Flood Backfiring? | TLN

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