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Why does the media play an important role in shaping public opinion?
Main factors to be considered in the process of public policy formulation

Time: 2010-09-0216: 54: 22 Author: Zheng Kejiao Source: View: 680 Comments: 0

Public policy refers to the guidelines for guiding and regulating the behavior of relevant organizations and individuals in the process of value distribution of social public interests according to specific goals in order to solve social public problems. Public policy formulation is the first stage of public policy process, including policy agenda, program planning, policy legalization and so on. In the process of public policy formulation, there are some factors that directly or indirectly affect the formulation of public policy. Among them, the public and public opinion, experts and professional knowledge, traditional media and online media are six main factors, which have an important impact on the process and results of policy formulation. Combined with our work practice, this paper briefly analyzes this problem: 1. Public and public opinion participation.

Realizing scientific and democratic decision-making and reforming and perfecting decision-making mechanism are one of the tasks of political construction and political system reform put forward by the ruling party. Citizen participation is an important way to improve the quality of public policy, and it is also the cornerstone of public policy. Citizens' extensive participation is a common phenomenon in democratic society and an important symbol of democratic politics. For the public, opinion participation is a common way to participate in policy making, so public opinion is an influential factor in the process of public policy making, which plays an important role in public policy making, improving public administrative ability and safeguarding public interests. For example, at noon on June 26th, 2008, at 65438, Guangzhou Railway Station was in full emergency, and the emergency plan for Spring Festival travel rush in Guangzhou was fully launched. Zhang Guangning, Mayor of Guangzhou, said: "I saw the situation at the front line clearly and found it was not good. We should divert passengers from the square, otherwise the consequences will be unimaginable once we hit the train station. " Zhang Guangning made a decision on the spot, immediately opened the Liu Hua Canton Fair Exhibition Hall as a waiting area in different places, and urgently dispatched buses to transfer 60,000 passengers from the square. In this case, the decision made by Mayor Zhang Guangning represents both the public and public opinion.

Second, experts and professional knowledge.

In addition to public opinion, experts and professional knowledge also play an important role and value in the process of policy formulation. Scientific suggestions can make up for the defects of public opinion, such as unreasonable and immature. Providing scientific knowledge and professional analysis for decision makers is a powerful guarantee for improving the efficiency of public decision-making and a prerequisite for scientific decision-making. In the process of public policy formulation, we must fully absorb the suggestions of experts: the participation of professional knowledge is the premise and powerful guarantee for scientific public policy formulation. In the process of formulating public policies, it is very important to deal with the relationship between experts and scholars and policy makers. Today's decision-making process is becoming more and more complicated. Experts and scholars should show greater initiative in helping to formulate "public * * *" policies, and at the same time, they should strive to apply scientific and technical expertise more systematically in policy formulation to cope with economic and technological changes. The draft of Shenzhen Urban Master Plan (2007-2020) was formulated, and its revision adopted the working mechanism of "organization, expert leadership, departmental cooperation, public participation and scientific decision-making", which was jointly undertaken by China Urban Planning and Design Institute and Shenzhen Urban Planning and Design Institute, and 265,438+0 high-level colleges and universities at home and abroad conducted 20 special studies. And actively absorb the participation of top experts in other fields, hold many expert seminars, and more than 30 famous experts at home and abroad participated in many rounds of consultation and evaluation meetings, ensuring the quality and level of the compilation results.

Therefore, professional knowledge and specialization provide directional guidance and diversified choices for the future expectation of public policy formulation. Third, traditional media and online media.

Traditional media has always been the duty of "upward political communication" in China, and it is the bridge between "the Party's policy" and "the people's voice". Its basic function is to transmit all kinds of situations, trends and problems in society to the decision-making center. This kind of communication can be carried out in an open form, or by Xinhua News Agency and other units in the form of "internal reference". Agenda-setting theory holds that in modern society, the way of mass media influencing public opinion lies in that it sets a central topic for the public in a certain period of time, and exerts different degrees of attention and reporting methods on various problems in society, so that the topics that are given more attention gradually occupy an advantage in the public agenda, thus affecting the formation of public opinion. Therefore, traditional media has played an important role in expressing and summarizing public opinion, guiding hot spots, forming public opinion and formulating public policies.

The emergence and development of online media has brought new expressions to public opinion, broken the monopoly of traditional media on information release and public opinion formation, and played an increasingly important role in the social and political process. The public opinion displayed on the Internet reflects the actual voice of the people to a greater extent, so it has more real characteristics.

In the "Jiahe Demolition Event", the combination of online media and traditional media accelerated the establishment of the policy agenda. In July, 2003, the groundbreaking ceremony of Hunan Jiahe Zhuquan Trade City was held in the newly-built gymnasium in the county. "Insist on obeying and serving the county party Committee and the county government, and the major decisions of the county party Committee will not waver." ; "Whoever doesn't care about Jiahe's face will take off his hat, and whoever has no face and can't work will be replaced." Moreover, in the process of demolition, Jiahe County put forward the slogan of "whoever affects Jiahe for a while, I will affect him for a lifetime" and the policy of "four guarantees and two stops", and many people in the county were "implicated". This matter has been widely concerned by the society, and many media such as Xinhua News Agency and CCTV have followed up the report. Jiahe County Committee and County jointly issued the notice "Jia Ban Zi [2004] No.37" on May 1 1, abolishing the policy of "four packages and two stops" involving the demolition of Zhuquan Trade City.

After the interaction between online media and print media, there will be more participatory public opinion. The interaction between the two makes the information richer, the coverage wider, the influence stronger, the communication speed faster, and forms a strong pressure of public opinion, which has aroused great concern and promoted the establishment of the policy agenda. Therefore, the propaganda of traditional media and online media highlights and strengthens public opinion and has a great influence on the formulation of public policies.

To sum up, public opinion, the participation of experts and the role of the media are factors that cannot be ignored in the process of public policy formulation, and their interaction affects the process of public policy formulation. Dealing with the relationship between them and public policy formulation is of great significance for promoting the democratization and scientificization of public policy.