People’s Daily: An Action Plan for the News Undertaking of Socialism with Chinese Characteristics in the New Period

Deeply Studying and Implementing the Spirit of Comrade Xi Jinping’s Important Speech at the national Propaganda and Ideology Work Conference

This article by People’s Daily chief editor Yang Zhenwu was published in People’s Daily today, and is the latest in a series of articles by propaganda officials on extolling the virtues of Xi Jinping’s important speech at the National Propaganda and Ideology Work Conference on 19 August.

Yang Zhenwu

Doing news and propaganda work well relates to the future fate of the Party, relates to a long time of peace and order for the country, relates to the cohesion and centripetal force of the nation, and requires the guidance of scientific theory. The important elaboration concerning news and propaganda in Comrade Xi Jinping’s important speech at the National Propaganda and Ideology Work Conference is permeated with the spirit of dialectical materialism and historical materialism, it shines with the brilliance of the truth of the Marxist news view, it manifests our Party’s standpoints, viewpoints and methods concerning press and propaganda, has a strong ideological nature, strategic nature and innovative nature, it is the newest and best teaching material for the Marxist view of news, it is a scientific guideline for the news undertaking of Socialism with Chinese characteristics, and is an action plan for us to incessantly innovate a new picture for press and publications work in a new period.

Deeply understand the important elaboration of the speech concerning persisting in politicians running the media, keep the bigger picture in mind, grasp general trends, fix eyes upon great matters, and more consciously and forcefully propagate the Party’s theories, line, principles and policies well.

Comrade Xi Jinping’s important speech stresses persisting in the principle of the party managing the media without wavering, persisting in politicians running newspapers, running periodicals, running stations and running news web sites, persisting in having to conform to the requirements of the Party in what to persist in, what to oppose, what to say and what to do, becoming truly proficient, being reliable, and truly ensuring that “we remain firm after a thousand hits and ten thousand strikes, and withstand the winds coming from all directions.”.

The speech made a profound elaboration of persisting in politicians running the media, it clarified the basis, preconditions, methods and objectives for us to better persist in politicians running the media in the new period and under new technological conditions, and has provided a fundamental path to follow to further do news and propaganda work well.

The root of persisting in politicians running the media lies in keeping the bigger picture in mind, grasping general trends and fixing eyes upon great matters. Keeping the bigger picture in mind requires that we keep in mind the bigger picture of reform, development and stability, the bigger picture of comprehensively moving Socialism with Chinese characteristics forward and comprehensively constructing a moderately prosperous society, and the bigger picture of realizing the “Two Centuries” struggle objective and the Chinese Dream of the great rejuvenation of the Chinese nation; grasping general trends means that we must establish a global vision, foster strategic thinking, deepen our grasp of international and domestic economic trends, political trends, social trends and other developments and changes; fixing eyes upon great matters, means that we must revolve around the central work of the Party and the State, grasp large matters and important events that have a directional nature or bring a directional nature well, find correct entry points and focus points for work. If we grasp these “three bigs” well, press and propaganda can strengthen its political concentration and political differentiation strength, grasp directions and orientations, and give rein to a major positive function in persisting the Chinese path, carrying forward the Chinese spirit and concentrating Chinese forces.

The precondition of persisting in politicians running the media lies in scientific judgment and control of public opinion trends. Public opinion trends are decided by economic trends, political trends, social trends, etc., and at the same time have a profound influence on the latter. Mature politicians should be able hands at judging and controlling trends, this includes that they must scientifically judge and control public opinion trends, and includes creating trends benefiting reform, development and stability, and benefiting the larger picture of the work of the entire Party and the entire State, through public opinion. With regards to the leaders running news media according to political requirements, it means that they must completely and accurately grasp international and domestic public opinion trends, their status quo, direction and tendencies, they must dialectically consider social consciousness, social public opinion, news public opinion and other important component factors of and dissemination structures for public opinion, scientifically judge and effectively control public opinion trends, are unbiased, not hollow, and not false, timely adopt countermeasures, seize the commanding heights, strengthen discourse power and fully give rein to their public opinion guidance function.

The methods of persisting in politicians running the media lies in suiting plans to trends, acting in response to trends, and going ahead on the basis of trends. “forms” can be seen, “trends” hare hidden; “forms” can be distinguished, “trends” are hard to judge. Suiting plants to trends requires that we raise our insight into trends, and plan news and propaganda work on the basis of developments and changes in trends, concerning those tendentious and symptomatic issues, strengthen acuity and judgement strength; acting in response to trends means that we must raise our ability to adapt ourselves to changes in trends, that we see “forms” and differentiate “trends”, calmly respond, are not complacent, conservative, or hold back, and do not barge about and act rashly either; going ahead on the basis of trends means that we must adapt to public opinion trends and media technology developments and changes, raise control strength over trends, have some achievements, and act effectively. Especially in the present, where people’s thoughts and actions are clearly strengthening in individuality, selectivity, variability and differentiation, only when these “three trends” are ensured can news and propaganda rise in influence and expand in dissemination strength.

The objective of persisting in politicians running the media lies in consolidating and expanding mainstream ideology and public opinion. Press and propaganda are at the forefront of ideology, and must unwaveringly persist in the principle of the Party spirit, consciously maintain a high level of consistency with the Party Centre, persist in safeguarding the Party’s authority, further consolidate the guiding position of Marxism in the ideological area, consolidate a common ideological basis for the united struggle of entire Party and the people of the entire country, propagate the Party’s theories, line, principles and policies even more consciously and forcefully, propagate the Centre’s major work deployments better, and fully give rein to the function of mainstream media as “mainstays” and “the magic needle that calms the seas”, and create a good public opinion atmosphere to realize the Party’s struggle objective.

Deeply understand the important elaboration of the speech concerning establishing a work orientation with the people at the centre, further clarify the orientation, objective, work focus and evaluation standards for news and propaganda.

In his important speech, Comrade Xi Jinping persisted in putting the population first and putting people first, he stressed that news and propaganda must establish a work orientation with the people at the centre, give prominence to the basic standpoints of the undertaking of Socialism with Chinese characteristics, elaborate news and propaganda orientations, objectives, work foci and evaluation standards.

If the orientation is correct, the direction is clear, if the direction is clear then thoughts are clear. Establishing a work orientation with the people at the centre has indicated the orientation of news and propaganda work. In news reporting, public opinion guidance as well as the development of undertakings and team construction, the general orientation and big orientation of news and propaganda are serving the people. The orientation is the banner, which summons news, propaganda and the people to breathe jointly, share the same fate, link hearts to hearts, and arouse and cry for the people’s happiness and beautiful lives. The orientation is the direction, which guides news and propaganda to better grasp “for whose sake, relying on who, who am I”, and unifies reflecting the Party’s standpoints with reflecting the people’s aspirations. The orientation is the path, which guides news and propaganda to unwaveringly progress with great strides along the path of Socialism with Chinese characteristics.

The objective reflects the work target, reflects real demands and announces the final pursuit. Establishing a work orientation with the people at the centre clarifies the objective of news and propaganda. The subjects of news and propaganda are the popular masses, and so there should be more reporting and propaganda about the magnificent struggles and passionate lives of the popular masses, more propaganda and reporting about advanced models and moving achievements emerging from among the popular masses, more page space should be reserved for the popular masses, more lenses should focus on the popular masses. The starting point and stopover point of news and propaganda should be the people’s requirements, it should think what the people think, fear what the people fear, fully reflect the people’s real appeals, interests and concerns, and incessantly satisfy the people’s daily increasing spiritual requirements. News and propaganda’s only law is persisting in the supremacy of the people from beginning to end, safeguarding and developing the people’s basic interests well. Regardless of under which circumstance, we must persist in this basic objective and long-term objective as a unity that pervades all things

There is a division of weight in work, the present weighty matter and the long-term weighty matter for news and propaganda are responding to the people’s concerns and reflecting the people’s voices. Establishing a work orientation with the people at the centre clarifies the work focus of news and propaganda. News and propaganda touches upon a mass of areas and themes, events and issues, but it must forever attack most importance to the people’s interests. For example, when reporting on education, healthcare, housing prices and other hot issues, guaranteeing and improving people’s livelihoods must be the focus; when reporting on major natural disasters and other sudden incidents, the security of people’s lives and property must be the focus; when exposing violations of the people’s interests and other negative issues, guaranteeing the people’s lawful rights must be at the centre. Closely grasping this focus and never deviating from this focus from beginning to end will enable news and propaganda to stand firm, stand stable, march straight and march far.

Establishing a work orientation with the people at the centre has clarified the evaluation standards for news and propaganda. Whether or not the people endorse them or not, praise them or not, are happy about them or not, respond to them or not are the yardstick to measure the success or failure of news work, and are the criterion to evaluate the dissemination effects of news .In exploring content forms of news communication, public opinion methods and means, as well as in researching strategies and tactics to develop the undertaking, the people’s support, praise, happiness and response must be made into standards, these objectives must be obeyed, reflected and achieved with devotion, so that a satisfactory examination sheet can be submitted to the people.

Deeply understand the important elaboration in the speech concerning persisting in unity, stability and encouragement, give first place to positive propaganda, carry forward the main melody, disseminate positive energy, inspire the energy of the entire society.

In his important speech, Comrade Xi Jinping stressed persisting in unity, stability and encouragement, giving first place to positive propaganda, carrying forward the main melody and disseminating positive energy, and arousing strong forces for the united advance of the entire society. This continues a consistent standpoint of news theory of Socialism with Chinese characteristics, and has put forward even higher requirement for news and propaganda at present and in the future.

The key to implement unity, stability and encouragement, and give first place to positive propaganda is carrying forward the main melody, disseminating positive energy and letting the main melody and positive energy dominate news and propaganda, dominate the pages of newspapers and periodicals, radio programmes, television screens, cyberspace, mobile platforms and other news carriers. This has been decided by the essence of the Socialist news undertaking, and is the conclusion obtained from experiences and lessons in news work of Socialism with Chinese characteristics. Since reform and opening up, whenever news and propaganda ensured unity, stability and encouragement, gave first place to positive propaganda, its quantities, qualities and effects were larger than its burdens, and it was able to inspire spirits, strengthen confidence and concentrate consensus; otherwise, the opposite result may occur. In the process of comprehensively constructing a moderately prosperous society and realizing the Chinese Dream of the great rejuvenation of the Chinese nation, we should expand positive propaganda strength, guide the people to strengthen their confidence in the path, confidence in the theory and confidence in the system of Socialism with Chinese characteristics.

Without positive energy, it is difficult for people to grow up healthily; society needs to receive positive energy before it can revolve smoothly. Implementing the policies of unity, stability, encouragement and giving first place to positive propaganda must disseminate positive energy to promote sustained and healthy economic and social development. News media should be the amplifiers of social positive energy, they must revolve around the general structure of “Five Positions, One Whole” of Socialism with Chinese characteristics, propagate the Centre’s scientific judgement of economic tendencies and the new achievements of economic construction well, propagate the superiority of the system of Socialism with Chinese characteristics and new progresses in Socialist democracy and rule of law well, propagate new achievements obtained in constructing a strong cultural country well, propagate new progress in social construction well, propagate new experience in ecological civilization construction well, and concentrate strong forces for common progress, reform and development.

Both traditional media and mew media must explicitly implement the policies of unity, stability, encouragement and giving first place to positive propaganda. At the moment, online public opinion is receiving great attention, sometimes, broad disputes arise as well. As some forces add fuel to the flames, it frequently happens that online, the negative side is larger than the positive side, and the non-mainstream is larger than the mainstream.  This is an unprecedented challenge and opportunity for our carrying forward the main melody and disseminating positive energy. News and propaganda must take on the heavy burden of expanding online mainstream ideology and public opinion, and improve the online public opinion ecology, it must dare to act and be good at acting. Traditional mainstream media must be good producers and providers of news content, they must speak early, dare to speak and be able to speak, they should not be “stevedores” and “megaphones” for online information, and must not be lead by the nose by some online information. Major news websites must innovate public opinion guidance methods, and provide accurate information as much as possible, clear up online rumours as quickly as possible, enrich online positive public opinion with as much “capacity” as possible, and strive to become an advanced battlefield for the communication of advanced Socialist culture, provide effective spaces for public cultural services and broad spaces to stimulate the healthy development of people’s lives.

Deeply understand the important elaboration of the speech concerning abiding by news dissemination laws and public opinion guidance laws, persist in objective reporting, grasp timeliness, extent and effect well, ensure that news and propaganda content is readable and that the masses like it more.

The important elaboration concerning that news must persist in objective reporting and must grasp timeliness, extent and effect in public opinion guidance in Comrade Xi Jinping’s important speech deepened the understanding of the news theory of Socialism with Chinese characteristics with regards to news and propaganda law and public opinion laws.

The most direct matter in grasping news and propaganda laws is ensuring objective reporting. Objective reporting requires accurately, truthfully and completely reflecting news facts. Accuracy is the basis of reporting, the whole truth must be told, to its full extent. Truthfulness is the life of news, truth must be sought from facts without exaggeration, reduction, obstruction or concealment. Completeness is a necessary requirement of news and propaganda, the complex background of major news events must be displayed, the complete situation uncovered, the complete features reflected, mainstreams and side streams must be clearly divided, objectivity and completeness must be organically unified and credibility strengthened.

Most important in grasping public opinion guidance laws is grasping timeliness, extent and effect. Public opinion guidance’s importance lies in being early, its value lies in speed, its timeliness and newness are prominent, and it relies on speed to win the advantage; in responding to major incidents and sudden incidents, it is even more necessary to react rapidly and speak out timely, to occupy the commanding heights of the opportune moment, and ensure being one step ahead of people, overawe others by displaying strength, and rely on effectiveness to gain the initiative. Public opinion guidance is the art of grasping extent, having a good idea of how things stand, expertise and skill in moderation. If for same event, opportunities to deal with it are different, judgments are different or there is a different extent of propriety and proper restraint, different effects will be generated. This requires that we grasp political extent, policy extent and the extent of economic and social hot spots well, grasp the selection of opportunities, the acceptance or rejection of angles, the length of writing, the application of methods, exercise a sense of propriety with regards to timing, a sense of degree in strength, weakness, harness and softness, and pay attention to appropriateness and moderation. The quality of public opinion guidance in the final analysis means effect. This requires that we strengthen the focus and artistry of public opinion guidance, and ensure that the salutary effect of education deeply enters hearts and minds.

The clearest reflection of abiding by news communication and public opinion guidance laws is letting news and propaganda content become better to read or watch and more loved by the audience. If content is better, and the audience loves it, this concentratedly reflects the level and effect of news communication and public opinion guidance. To this end, we must persist in the “three stick close” [sticking close to life, reality and the masses], deeply “march, transform and improve” [short for march towards the grass roots, transform work styles and improve writing styles], and not only resolve the questions of “what to say” and “what to report”, but also strive to resolve the questions of “how to say it” and “how to report it”. Only by abandoning inveterate habits that have established themselves, expunging the inertia of mechanical copying and bidding farewell to self-sung small sentiments, can news and propaganda work become further separated from preaching, and come closer to the people. We must improve propaganda on circumstances, propaganda on achievements, propaganda on models and propaganda on themes, let news reporting become faster, more lively and brighter, let comment and theory renew itself, become excellent and substantial, let the masses love to see and transmit it, to ensure that our propaganda becomes more vivid and vigorous, is ever richer in attraction and infectiousness, and thereby broaden the influence and coverage of news and propaganda, and public opinion guidance.

Deeply understand the important elaboration in he speech concerning strengthening the social responsibility of media and strengthening team construction, ensure that people are responsible for to protecting the territory, they bear responsibility to protect the territory and implement responsibility protect the territory

In his important speech, Comrade Xi Jinping pointed out that news and propaganda involves every aspect of society, its influence is broad, the media’s sense of social responsibility must be strengthened, and the quality of news teams must be raised, to ensure that people are responsible for to protecting the territory, they bear responsibility to protect the territory and implement responsibility protect the territory. This reflected the consistent requirement of the news theory of Socialism with Chinese characteristics, which is the important principle of strengthening media construction and team construction.

Marx vividly said once that newspapers and periodicals are circulating “currency” of special public opinion, “they regularly and deeply influence public opinion” and therefore must strengthen a sense of social responsibility. Following economic globalization, social informatization and the daily intensifying media competition, the social responsibility of media is becoming more prominent every day. In the face of the interaction, mingling and clashing of ideological concepts and a complex plural, diverse and variable terrain, in the face of new topics that emerge one after another, in the face of the massive uproar of social public opinion, we must strengthen ideological concepts, strengthen political concentration, stand strongly on political standpoints, and incessantly strengthen the political responsibility, professional responsibility and moral responsibility of media; we must carry our glorious traditions forward, carry forward a professional spirit, scrupulously abide by professional morals, and hammer a good work style of respecting work and diligence, being meticulous and pragmatic, upright, just and incorruptible into shape. In strengthening the social responsibility of media, all news personnel must be the subjects of responsibility, we must realistically ensure that people are responsible for to protecting the territory, they bear responsibility to protect the territory and implement responsibility protect the territory.

News and propaganda conduct construction in people’s minds, they are a creative work, the level of news workers’ own thoughts, qualities and professional abilities is therefore important. The more that the public opinion environment becomes intricate and complex, and media structures change deeply, the more we must strengthen the construction of news teams’ qualities and abilities, to let these teams become powerful. We must strengthen study, overcome “skills panics”, and raise their ability to adapt to new circumstances, new technologies and new tasks; we must strengthen innovation, make liberating thoughts into the master switch for reform and innovation, maintain the acuity and openness of ideology, forcefully move conceptual and methodological innovation in news and propaganda forward, dare to break through the fetters of outmoded thinking, quit fixed and customary thinking, strengthen ideological innovation, content innovation, formal innovation and communication innovation skills, devote ourselves to have “a few brushes” in theory, writing ability, eloquence and specialization, and become expert hands that convince the people.

In the present world, which is undergoing great changes and readjustments, the waves of the times are vast and mighty. At present, China is in a crucial stage of reform and development, the people across the country are high-spirited and vigorous, and they spare no effort to compose new pages in their beautiful lives. People’s hearts are united, and there are many Mount Tais. In the journey to comprehensively construct a moderately prosperous society and realize the Chinese Dream of the great rejuvenation of the Chinese nation, news and propaganda work has a glorious mission and a major responsibility, which at the same time is innovation and .very challenging. The elaboration concerning news and propaganda in Comrade Xi Jinping’s important speech was rich in content, deep in thinking and grave in weight, and has provided strong ideological weapons to do news and propaganda work well in the new period.

At present, the most important thing in studying and implementing the Marxist news view well, and doing news and propaganda work well, is studying and implementing the spirit of this important speech of Comrade Xi Jinping well. The history and practice of decades of news and propaganda prove that the Marxist news view guide our country’s Socialist new undertaking towards gaining one victory after another. If we deeply study and comprehend the spirit of Comrade Xi Jinping’s important speech, completely implement the series of new thoughts, new viewpoints and new requirements in the speech concerning news and propaganda, truly grasp the strategic thinking, systemic thinking, dialectical thinking and baseline thinking reflected in the speech, revolve around the Centre, serve the bigger picture, inspire spirits, seek truth and are pragmatic, we will certainly be able to obtain new achievements in news and propaganda, pioneer a new picture for the news undertaking, let the Party feel at ease and let the people feel satisfied.

(The author is the Editor-in-Chief of the People’s Daily)

人民日报：新时期中国特色社会主义新闻事业的行动纲领

——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
杨振武
做好新闻宣传工作，事关党的前途命运，事关国家长治久安，事关民族凝聚力和向心力，需要科学理论指导。习近平同志在全国宣传思想工作会议上的重要讲话中关于新闻宣传的重要论述，充满辩证唯物主义和历史唯物主义精神，闪耀马克思主义新闻观的真理光辉，彰显我们党关于新闻宣传的立场、观点和方法，极具思想性、战略性、创新性，是马克思主义新闻观的最新最好教材，是中国特色社会主义新闻事业的科学指南，是指导我们在新时期不断开创新闻宣传工作新局面的行动纲领。

深刻领会讲话关于坚持政治家办媒体的重要论述，胸怀大局、把握大势、着眼大事，更加自觉更加有力地宣传好党的理论和路线方针政策

习近平同志的重要讲话强调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，坚持什么、反对什么，说什么话、做什么事，都要符合党的要求，过得硬、靠得住，真正做到“千磨万击还坚劲，任尔东西南北风”。

讲话对坚持政治家办媒体做了深刻阐释，为我们在新时期新技术条件下更好坚持政治家办媒体明确了根本、前提、路径和目标，为进一步做好新闻宣传工作提供了基本遵循。

坚持政治家办媒体，根本在于胸怀大局、把握大势、着眼大事。胸怀大局，就要胸怀改革发展稳定的大局，全面推进中国特色社会主义和全面建成小康社会的大局，实现“两个一百年”奋斗目标和中华民族伟大复兴中国梦的大局；把握大势，就要树立世界眼光、培养战略思维，深刻把握国际国内经济形势、政治形势、社会形势等的发展变化；着眼大事，就要围绕党和国家中心工作，把握好方向性或带有方向性的大事要事，找准工作的切入点和着力点。把握好这“三大”，新闻宣传就能增强政治定力和政治辨别力，把好方向导向，在坚持中国道路、弘扬中国精神、凝聚中国力量中发挥重大积极的作用。

坚持政治家办媒体，前提在于科学判断和驾驭舆论形势。舆论形势由经济形势、政治形势、社会形势等所决定，同时对后者产生深刻影响。成熟政治家应是判断和驾驭形势的高手，这既包括要科学判断和驾驭舆论形势，又包括通过舆论营造有利于改革发展稳定、有利于全党全国工作大局的整体形势。对于按政治家要求管办新闻媒体的领导者来说，就是要全面准确把握国际国内舆论形势的现状、走向、趋向，辩证思考社会意识、社会舆论和新闻舆论等舆论组成要素和传播格局，科学判断和有效驾驭舆论形势，不偏、不空、不虚，及时采取对策，抢占制高点，增强话语权，充分发挥舆论引领作用。

坚持政治家办媒体，路径在于因势而谋、应势而动、顺势而为。“形”可见，“势”则隐；“形”可辨，“势”难断。因势而谋，就要提高对形势的洞察力，根据形势发展变化来谋划新闻宣传工作，对于那些趋势性、苗头性的问题，增强敏锐性、判断力；应势而动，就要提高对形势的应变力，既看到“形”，也分辨“势”，沉着应对，既不固步自封、按兵不动，又不横冲直撞、贸然行动；顺势而为，就要适应舆论形势和传媒技术发展变化的要求，提高对形势的驾驭力，有所作为，有效作为。特别是在人们思想活动独立性、选择性、多变性、差异性明显增强的今天，做到这“三势”，新闻宣传才能提升影响力、扩充传播力。

坚持政治家办媒体，目的在于巩固壮大主流思想舆论。新闻宣传处于意识形态前沿，要毫不动摇地坚持党性原则，自觉同党中央保持高度一致，坚决维护中央权威，进一步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，更加自觉更加有力地宣传好党的理论和路线方针政策，宣传好中央重大工作部署，充分发挥主流媒体“中流砥柱”和“定海神针”的功能，为实现党的奋斗目标营造良好舆论氛围。

深刻领会讲话关于树立以人民为中心的工作导向的重要论述，进一步明确新闻宣传的方向、目标、工作重心和检验标准

习近平同志的重要讲话坚持以民为本、以人为本，强调新闻宣传要树立以人民为中心的工作导向，凸显中国特色社会主义新闻事业的根本立场，阐明新闻宣传的方向、目标、工作重心和检验标准。

导向正则方向明，方向明则思路清。树立以人民为中心的工作导向，指明了新闻宣传的方向。无论新闻报道、舆论引导还是事业发展、队伍建设，新闻宣传的总方向、大方向都是为了人民。方向就是旗帜，召唤新闻宣传与人民同呼吸、共命运、心连心，为人民幸福美好生活鼓与呼。方向就是定位，指引新闻宣传更好把握“为了谁、依靠谁、我是谁”，把体现党的主张与反映人民心声统一起来。方向就是道路，引领新闻宣传坚定不移沿着中国特色社会主义道路阔步向前。

目标体现工作对象、反映现实需求、宣示终极追求。树立以人民为中心的工作导向，明确了新闻宣传的目标。新闻宣传的主体对象是人民群众，理应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，把版面更多地留给人民群众，把镜头更多地聚焦人民群众。新闻宣传的出发点和落脚点是人民需求，理应想人民之所想、急人民之所急，充分反映人民的现实诉求和利益关切，不断满足人民日益增长的精神需求。新闻宣传的不二定律是始终坚持人民至上，始终维护并发展好人民根本利益。无论什么情况下，都要一以贯之地坚持这个根本目标、长远目标。

工作有轻重之分，新闻宣传的当前之重和长远之重都是回应人民关切、反映人民心声。树立以人民为中心的工作导向，明确了新闻宣传的工作重心。新闻宣传涉及众多领域和题材、事件和问题，但永远以人民利益为重。比如，在报道教育医疗、房价物价等热点问题时，以保障和改善民生为重心；在报道重大自然灾害等突发事件时，以人民的生命财产安全为重心；在揭露侵害人民利益等负面问题时，以保障人民的合法权益为重心。牢牢把握这个重心，始终不偏离这个重心，新闻宣传就能站得住、站得稳，走得正、走得远。

树立以人民为中心的工作导向，明确了新闻宣传的检验标准。人民拥护不拥护、赞成不赞成、高兴不高兴、答应不答应，是衡量新闻工作成败得失的标尺，也是检验新闻传播成效的准绳。无论是探索新闻传播的内容形式，舆论引导的方式方法，还是研究事业发展的战略策略，都要以人民拥护、赞成、高兴、答应为标准，致力于遵照这个标准、体现这个标准、达到这个标准，向人民交上满意答卷。

深刻领会讲话关于坚持团结稳定鼓劲、正面宣传为主的重要论述，弘扬主旋律，传播正能量，提振全社会的精气神

习近平同志的重要讲话强调坚持团结稳定鼓劲、正面宣传为主，弘扬主旋律，传播正能量，激发全社会团结奋进的强大力量。这既承续中国特色社会主义新闻理论的一贯主张，又对当前和今后新闻宣传提出更高要求。

贯彻团结稳定鼓劲、正面宣传为主方针，核心就是弘扬主旋律、传播正能量，让主旋律和正能量主导新闻宣传，主导报刊版面、广播电台、电视荧屏、网络空间、移动平台等新闻载体。这是由社会主义新闻事业的本质决定的，也是根据中国特色社会主义新闻工作的经验教训得出的结论。改革开放以来，新闻宣传什么时候做到了团结稳定鼓劲、正面宣传为主，数量、质量和效果正大于负，什么时候就能振奋精神、增强信心、凝聚共识；否则，就会出现与之相反的结果。在全面建成小康社会、实现中华民族伟大复兴中国梦进程中，更应加大正面宣传力度，引导人们增强中国特色社会主义道路自信、理论自信、制度自信。

人无正能量，难以健康成长；社会接受正能量，才能运转顺畅。贯彻团结稳定鼓劲、正面宣传为主方针，就要为推动经济社会持续健康发展传播正能量。新闻媒体应该是社会正能量的放大器，要围绕中国特色社会主义“五位一体”总布局，宣传好中央对经济形势的科学判断和经济建设的新成就，宣传好中国特色社会主义制度的优越性和社会主义民主法治的新进步，宣传好建设社会主义文化强国取得的新成果，宣传好社会建设的新进展，宣传好生态文明建设取得的新经验，凝聚起共同推进改革发展的强大力量。

无论传统媒体，还是新兴媒体，都要毫不含糊地贯彻团结稳定鼓劲、正面宣传为主的方针。现在，网络舆论受到高度关注，有时也产生广泛争议。在某些力量的推波助澜下，网络舆论不时出现负面大于正面、非主流大于主流的现象。这为我们弘扬主旋律、传播正能量带来前所未有的挑战和机遇。新闻宣传要担负起壮大网上主流思想舆论、改善网络舆论生态的重任，勇于作为，善于作为。传统主流媒体要做好新闻内容的生产者和提供者，早说话、敢说话、会说话，不当网络信息的“搬运工”和“传声筒”，不被某些网上信息牵着鼻子走。主要新闻网站要创新舆论引导方式，尽可能多地提供真实信息，尽可能快地澄清网络谣言，尽可能“海量”地丰富网上正面舆论，努力成为传播社会主义先进文化的前沿阵地、提供公共文化服务的有效平台、促进人们精神生活健康发展的广阔空间。

深刻领会讲话关于遵循新闻传播规律和舆论引导规律的重要论述，坚持客观报道，把握好时、度、效，使新闻宣传内容更好看、受众更爱看

习近平同志的重要讲话关于新闻要坚持客观报道，舆论引导要把握好时、度、效等重要论述，深化了中国特色社会主义新闻理论对新闻传播规律和舆论引导规律的认识。

把握新闻传播规律，最直接的是做到客观报道。客观报道，就是要准确、真实、全面地反映新闻事实。准确是报道的基础，要有一说一，有二说二。真实是新闻的生命，要实事求是，不夸大、不缩小，不遮蔽、不隐瞒。全面是新闻宣传的必然要求，要展现重大新闻事件的复杂背景，揭示整体状况，反映整体面貌，分清主流支流，把客观性和全面性有机结合起来，增强公信力。

把握舆论引导规律，最重要的是把握好时、度、效。舆论引导重在早、贵在快，突出时新性、时宜性，靠速度赢得先机；应对重大事件、突发事件，更要快速反应、及时发声，抢占时机制高点，做到先人一步、先声夺人，靠时效取得主动。舆论引导是把握度的艺术，胸中有数，才能手下有度。同样事情，处理时机不同、研判不同、分寸拿捏不同，会产生不同效果。这就要求把好政治的度、政策的度、经济社会热点的度，抓好时机的选择、角度的取舍、篇幅的大小、方式的选用，掌握分寸火候、强弱刚柔，拿捏进退尺度，讲究适量适度。舆论引导质量如何，归根结底看效果。这就需要我们增强舆论引导的针对性和艺术性，做到春风化雨、入脑入心。

遵循新闻传播和舆论引导规律，最鲜明的体现是让新闻宣传内容更好看、受众更爱看。内容更好看、受众更爱看，集中反映了新闻传播和舆论引导的水平和效力。为此，要坚持“三贴近”，深化“走转改”，不仅要解决好“说什么”、“报什么”的问题，还要着力解决好“怎么说”、“怎么报”的问题。摒弃居高临下的积习，丢掉照搬照抄的惰性，告别自弹自唱的小情调，新闻宣传才能离说教更远，离受众更近。要改进形势宣传、成就宣传、典型宣传、主题宣传，让新闻报道快起来、活起来、亮起来，让评论理论新起来、精起来、实起来，让群众爱看爱传，使我们的传播更加鲜活生动，更富吸引力感染力，从而扩大新闻传播和舆论引导的影响力和覆盖面。

深刻领会讲话关于强化媒体社会责任和加强队伍建设的重要论述，做到守土有责、守土负责、守土尽责

习近平同志的重要讲话指出，新闻宣传涉及社会方方面面，影响广泛，必须强化媒体社会责任、提高新闻队伍素质，做到守土有责、守土负责、守土尽责。这体现了中国特色社会主义新闻理论的一贯要求，是强化媒体建设和队伍建设的重要指针。

马克思曾形象地说，报刊是社会舆论的流通“纸币”，“经常而深刻地影响舆论”，所以必须强化社会责任。随着经济全球化、社会信息化和媒体竞争日益激烈，媒体社会责任日益凸显。面对思想观念交流交融交锋和多元多样多变的复杂形势，面对层出不穷的新课题，面对众声喧哗的社会舆论，必须坚定理想信念，增强政治定力，站稳政治立场，不断强化媒体的政治责任、职业责任、道德责任；必须发扬光荣传统，弘扬职业精神，恪守职业道德，锤炼敬业勤勉、严细深实、清正廉洁的优良作风。强化媒体社会责任，所有新闻人都是责任主体，必须切实做到守土有责、守土负责、守土尽责。

新闻宣传是在人的头脑里搞建设，是创新型工作，新闻工作者自身思想素质和业务能力高低至关重要。越是在舆论形势错综复杂、媒体格局深刻变化的时候，越要加强新闻队伍的素质和能力建设，让这支队伍强起来。要强化学习，克服“本领恐慌”，提高适应新形势、新技术、新任务的能力；强化创新，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，大力推进新闻宣传的理念和手段创新，勇于突破陈旧思维束缚，跳出习惯思维定势，增强思想创新、内容创新、形式创新、传播创新的本领，致力于在理论上、笔头上、口才上、专业上有“几把刷子”，成为让人们信服的行家里手。

当今世界正处在大变革大调整中，时代潮流浩浩荡荡。当代中国正处于改革发展的关键阶段，全国人民意气风发，奋力谱写美好生活新篇章。人心齐，泰山移。在全面建成小康社会、实现中华民族伟大复兴中国梦的征程上，新闻宣传工作使命光荣、责任重大，同时又富于创新性、挑战性。习近平同志重要讲话关于新闻宣传的论述，内涵丰富、思想深刻、分量很重，为我们做好新时期新闻宣传工作提供了强大思想武器。

当前，学习好贯彻好马克思主义新闻观，做好新闻宣传工作，最重要的是学习好贯彻好习近平同志这篇重要讲话精神。几十年新闻宣传的历史和实践证明，马克思主义新闻观指引我国社会主义新闻事业取得了一个又一个胜利。深入学习领会习近平同志的重要讲话精神，全面贯彻落实讲话中有关新闻宣传的一系列新思想、新观点、新要求，真正掌握讲话体现的战略思维、系统思维、辩证思维、底线思维，围绕中心、服务大局，振奋精神、求真务实，我们一定能取得新闻宣传新成就、开拓新闻事业新局面，让党放心、让人民满意。

（作者为人民日报社总编辑）