综上所述，“革命党”宣传范式更加强调正面宣传、舆论斗争，“执政党”宣传方式更加强调舆论共识、理性互动。在当前以新媒体为主导的全新媒介语境和社会语境中，加快从“革命党”宣传范式向“执政党”宣传范式的转型，将更加有利于我们党和国家舆论引导能力，并进而推动执政能力与治理水平的现代化。
（本文是广州市人文社会科学重点研究基地“广州大数据与公共传播研究基地”、广州市社科联项目“广州网民社会心态与舆论格局研究”的成果）
注释
①董子铭：《舆论引导的学理解读：元理由、概念及其系统特征》，《四川大学学报：哲学社会科学版》，2014年第5期：第84～91页。
②中共中央宣传部：《习近平总书记系列重要讲话读本》，北京：学习出版社、人民出版社，2014年。本文中关于总书记的讲话内容，均引自该书。
③汪丁丁：《何谓“新闻敏感性”》，《新世纪周刊》，2011年第44期。
④比如2016年抗战胜利70周年大阅兵期间，网民对台湾歌手范玮琪在微博上贴出宝贝照片进行的激烈批评。
New Thinking on the Mode of Guiding Public Opinion in the Internet Age
Zhang Zhian Zhang Meiling
Abstract: The general environment for public opinion in the Chinese society is undergoing major changes. Based on the important changes of the public opinion environment in the Internet age and its social context, this article first elaborates on the new challenges to public opinion guidance in terms of opinions expression, platform openness, and the concentration degree of views. Then, it interprets the new requirements of the current public opinion guiding, and after a brief review of the evolution of the public opinion guidance ideas and ways, provides a few suggestions for the transformation of the mode of public opinion guidance: grasp the social problems and establish stable public issues; encourage real-name-based expression of views and form reasonable interaction of viewpoints; and transcend singular thought and strengthen the complexity understanding framework.
Keywords: Internet age, public opinion guidance, mode transformation, complexity understanding framework
责 编∕杨昀贇
