In the aspect of guiding force, a unique point of view is put forward. Eight skills have been added to the original leadership skills. These eight skills subvert the tradition, break the routine, and let leaders easily control small teams and gain more control. While reducing the control of employees, we should guide employees, improve work efficiency and get better results.
Popular understanding, the guiding force of leadership is also the leading role of leadership. Leaders set an example first. There is a saying, fish begins to stink at the head, that's the truth.
For example, how can the media improve the direction of public opinion?
The premise of guiding public opinion: the realization of credibility
Agenda-setting ability requires TV media to realize the function of guiding public opinion, which must have a prerequisite, that is, its TV programs have credibility, and a considerable number of viewers are willing to believe the content presented by the programs and accept the social picture presented by the TV media, so they are more and more inclined to trust this media. The credibility of TV media depends on its long-term standing on the people's side, speaking for the interests of most people and showing the audience a relatively comprehensive and true social situation. In China, with the deepening of reform and opening up and the continuous transformation of society, people's psychological endurance and discrimination towards the media have been significantly enhanced. If the audience, after contacting a certain TV media for a period of time, thinks that its program content is false or one-sided, and that the society it presents is inconsistent with what they see and contact, then no matter how hard the media tries to guide the public's public opinion, it will only be "talking to itself" and there is no response.
2. Agenda setting: Face the current social problems directly.
The effective guidance of public opinion can not be separated from the social context in which the media is located. Although public opinion guidance emphasizes the change of attitude and the agenda setting pays more attention to the cognitive level, for the media, the realization of "guidance" must be based on the agenda setting, and it should be an active agenda setting, and the initiative should be grasped in the selection of reports. Of course, this does not mean that the media can freely influence the audience through agenda setting. The choice of TV program content is only the setting of "TV agenda", and the public in society will naturally form a "social agenda".
The key question involved here is: in this face-to-face contest between the TV agenda and the social agenda, whether the TV media dare to face up to the problems existing in the current society, especially the problems that have become hot spots in the eyes of the public. Then the public opinion supervision program has become the main force to solve this problem. Television media must dare to supervise social life, dare to face the negative phenomena existing in the present society, and expose major social problems related to civil rights, such as improper operation of public power and social anomie, together with the public, in order to set the public agenda more effectively. After all, at this stage, the choice of public opinion supervision programs is often the easiest to grasp the primary interests of the public.
Second, the effect optimization of public opinion supervision of TV media: realizing the constructive charm of public opinion guidance
1. Grasp the scale of public opinion supervision programs
In recent years, TV programs supervised by public opinion have attracted more and more attention, and many people in the industry have put forward opinions on the scale of program content. For TV media, public opinion supervision is not for the sake of supervision, and the purpose of the program is not to create a "sensational effect" by taking advantage of a social problem, but to choose the case and reporting angle of supervision from the news orientation. For the social hot issues reported, the function that the media can carry is to help coordinate and solve problems, rather than intensifying and amplifying contradictions because of the participation of public opinion supervision.
In addition to grasping the scale of material selection, the control of program language also affects the effect of public opinion supervision. Compared with the news supervision of newspapers, TV programs have a sense of reality and scene with sound and picture synchronization, which is more conducive to showing the whole picture to the audience, thus guiding the audience to make their own judgments on a certain issue.
2. Public opinion supervision and audience acceptance psychology
Judging from the psychological acceptance of the audience, only by clarifying the psychological needs of the audience and disseminating the information they need can the media be accepted and recognized, and the guidance of public opinion can be targeted. Nowadays, the audience pays more and more attention to their right to know. The topic of public opinion supervision program selection must be social events that are really close to life, reality and the masses, so that the audience will pay attention to and accept it.
However, while satisfying the psychological needs of the audience, it cannot unconditionally meet the needs of the audience. After the TV business entered the market, the so-called "eyeball effect" gradually attracted the attention of the industry. In order to expand market share, individual media insist on a "novelty" material selection orientation for the audience, and broadcast whatever looks good. This simple pursuit of visual impact to satisfy the voyeuristic psychology of individual audiences may gain temporary high ratings, but it will inevitably lose the credibility of the media, which is by no means the purpose of public opinion supervision. On the agenda setting, "the public's reception of external information is limited, so no matter how clever the media agenda is, once it is excessive, it can only accept part of the agenda." Grandstanding material, even though it may have a certain guiding effect on the audience in the early stage, will cause the audience's rebellious and repulsive psychology once it exceeds the psychological limit of the audience.