努力更有效地引导舆论,是新闻工作的基本目标,也是实施舆论总体战略的目的所在。就如何更有效地引导舆论,人们在实践和理论上做了很多探索,获得一些可以说是行之有效的做法和模式。但纵览成功的范例与令人扼腕的教训,可以发现,实现有效引导的重要前提是做好舆情分析。 何谓舆情分析?一言以蔽之,就是综合分析人们在说什么,从而推测出人们在想什么,进而找出其心理特点和需求,以便影响其观点和思维。在现实社会中,人们总是依据一定的思维材料形成自己的观点和意见,这思维材料可能是一个他亲历的新闻事实,也可能是各种传播渠道传来的事实和观点。在现实社会中,人们的判断总是会受各种因素 Efforts to guide public opinion more effectively are the basic objectives of journalism and the purpose of implementing the overall strategy of public opinion. In terms of how to guide public opinion more effectively, people have made a lot of exploration in practice and theory and obtained some practices and models that can be said to be effective. However, taking a successful example and painstaking lessons, we can find that the important precondition for effective guidance is to make public opinion analysis. In short, what we mean by public opinion analysis is a comprehensive analysis of what people are saying and thus inferring what people are thinking and then finding out their psychological characteristics and needs in order to influence their opinions and thinking. In the real world, people always form their own opinions and opinions based on certain thinking materials. This thinking material may be a news fact he has witnessed or may be facts and opinions from various communication channels. In real society, people’s judgments will always be subject to various factors