“For the Party and the People, Draining the Muddy and Bringing in the Clear, Valuing the Ear and the Eye”

Attaching importance to news and public opinion work is a fine tradition of our Party and an important magic weapon for rallying strength. During his work in Zhejiang Province, General Secretary Xi Jinping placed great emphasis on news and public opinion work, positioning it as a key part of the overall work. He made extensive expositions and practical deployments on major issues such as its political nature, strategic status, team building, people-oriented orientation, online positions, grassroots vitality, innovative awareness, and the style of seeking truth. He put forward the requirement of “for the Party and the people, draining the muddy and bringing in the clear, valuing the ear and the eye.” “For the Party and the people” emphasizes that “we must both publicize the Party’s theoretical lines, principles, and policies and reflect the interests, wishes, and voices of the people, unifying the propagation of the Party’s propositions with the reflection of the people’s sentiments”; “draining the muddy and bringing in the clear” emphasizes that “we must uphold the Party’s leadership over ideological work, uphold the correct orientation of news reporting, guide the masses to clearly understand what is advocated, what is permitted, what is resisted, and what is opposed, and transmit scientific values and moral sentiments to society”; “valuing the ear and the eye” emphasizes that “we must adhere to the ideological line of seeking truth from facts, and when investigating news, ensure that the ear reaches, the eye reaches, the hand reaches, and the heart reaches.” A comprehensive tracing and systematic grasp of General Secretary Xi Jinping’s important expositions and explorations on news and public opinion work during his work in Zhejiang Province is of great significance for better grasping the changes in the pattern, changes in discourse, and changes in offense and defense faced by news and public opinion work.

重视新闻舆论工作，是我们党的优良传统，也是凝心聚力的重要法宝。习近平总书记在浙江工作期间，高度重视新闻舆论工作，将其摆在全局工作的重要位置，围绕其政治属性、战略地位、队伍建设、人民导向、网络阵地、基层活力、创新意识和求是作风等重大问题，作出了丰富论述和实践部署，提出了“为党为民、激浊扬清、贵耳重目”的要求。“为党为民”，强调“既要宣传党的理论路线方针政策，又要反映人民群众的利益、愿望和呼声，把宣传党的主张与反映人民心声统一起来”；“激浊扬清”，强调“坚持党对意识形态工作的领导，坚持新闻报道的正确导向，引导群众明确提倡什么、允许什么、抵制什么、反对什么，向社会传递科学的价值观念和道德情操”；“贵耳重目”，强调“坚持实事求是的思想路线，在调查新闻时做到耳到目到、手到心到”。全面追溯、系统把握习近平总书记在浙江工作期间关于新闻舆论工作的重要论述和探索，对于更好把握新闻舆论工作所面临的格局之变、话语之变、攻守之变，具有重要意义。

1. Centering on Correctly Grasping the Political Direction, Clearly Proposing “Upholding the Party Spirit Principle of Journalism”

一、围绕把准政治方向，鲜明提出“坚持新闻的党性原则”

News and public opinion work concerns the banner and the path; it is an important component of the Party’s work and a powerful tool for the Party to organize the masses, publicize to the masses, guide the masses, and serve the masses. On December 24, 2002, in his speech at a symposium with heads of news units in Zhejiang Province, Comrade Xi Jinping profoundly pointed out: “Newspapers, television, and other media are important positions and means for the Party and government to exercise leadership” and “If the tools of public opinion are not in the hands of true Marxists, and if they do not guide public opinion according to the will and interests of the Party and the people, they will bring serious harm and huge losses.” The principle of Party spirit is the fundamental principle of the Party’s news and public opinion work. On July 18, 2003, at the Zhejiang Provincial Symposium on Cultural System Reform and Building a Culturally Strong Province, Comrade Xi Jinping further pointed out: “It must be ensured that the nature of the Party’s and the people’s mouthpiece does not change, that the Party’s management of the media does not change, that the Party’s management of cadres does not change, and that the correct orientation of public opinion does not change.” The principle of Party spirit, in Comrade Xi Jinping’s deployment of Zhejiang’s news and public opinion work, was concretized into “three kinds of consciousness” and “three strengthenings.” Specifically, on August 4, 2004, at the Zhejiang Provincial Party Committee’s Symposium on News and Propaganda Work, Comrade Xi Jinping proposed that news and public opinion work needs to further strengthen political consciousness, overall situation consciousness, and responsibility consciousness; strengthen and improve the Party’s leadership over news propaganda; strengthen news management and supervision and inspection; and strengthen the management and supervision and inspection of news work by the Party committee’s propaganda departments, “ensuring that the leadership of all levels and types of Party news institutions is firmly held in the hands of people loyal to Marxism, loyal to the Party and the people.” In practice, Comrade Xi Jinping pointed out: “We must further improve work systems and operational mechanisms, continuously improve the methods and approaches of news management, learn to comprehensively use legal, administrative, economic, industry self-discipline, ideological and political work, and other means to manage news propaganda, achieving scientific management and standardized management.” At the same time, it is necessary to strengthen overall situation consciousness, “especially the provincial-level major news media, which must actively cooperate with the central work of the Provincial Party Committee and do a good job in propaganda reporting on important themes.” These important expositions link the essence of news and public opinion with the professional requirements of news and public opinion workers, fully embodying the organic unity and high integration of political nature and professionalism.

新闻舆论工作事关旗帜和道路，是党的工作的重要组成部分，是党组织群众、宣传群众、引导群众和服务群众的强有力工具。2002年12月24日，习近平同志在与浙江省新闻单位负责人座谈会上的讲话中深刻指出：“报纸、电视等媒体是党和政府实施领导的重要阵地和手段”“舆论工具一旦不掌握在真正的马克思主义者手中，不按照党和人民的意志、利益进行舆论导向，就会带来严重的危害和巨大的损失”。党性原则是党的新闻舆论工作的根本原则。2003年7月18日，习近平同志在浙江省文化体制改革和文化大省建设座谈会上进一步指出：“要确保党和人民喉舌的性质不能变，党管媒体不能变，党管干部不能变，正确的舆论导向不能变”。党性原则，在习近平同志对浙江新闻舆论工作的部署中具体化为“三种意识”与“三个加强”。具体来说，即2004年8月4日，习近平同志在浙江省委新闻宣传工作座谈会上提出，新闻舆论工作需要进一步增强政治意识、大局意识、责任意识，加强和改进党对新闻宣传的领导，加强新闻管理和督促检查，加强党委宣传部门对于新闻工作的管理和督促检查，“确保党的各级各类新闻机构的领导权牢牢掌握在忠于马克思主义、忠于党和人民的人手里”。在实践中，习近平同志指出：“要进一步完善工作制度和运行机制，不断改进新闻管理的方式、方法，学会综合运用法律、行政、经济、行业自律、思想政治工作等手段管理新闻宣传，做到科学管理、规范管理”。同时，要增强大局意识，“特别是省属主要新闻媒体，要积极配合省委中心工作，搞好重要题材的宣传报道”。这些重要论述将新闻舆论的本质与新闻舆论工作者的职业要求关联起来，充分体现了政治性与专业性的有机统一和高度融合。

2. Centering on Guarding the Ideological Position, Clearly Proposing “News Propaganda Work Is a Specially Important Work in the Ideological Field”

二、围绕守好意识形态阵地，鲜明提出“新闻宣传工作是意识形态领域里特殊重要的工作”

With the expansion of the overall scale of modern journalism and the enrichment of communication channels, news and public opinion have become deeply embedded in social life, increasingly and directly influencing people’s thoughts and consciousness, and possessing a distinct ideological attribute. On January 6, 2004, at the Zhejiang Provincial Conference on Propaganda and Ideological Work, Comrade Xi Jinping proposed: “The news propaganda front is located at the forefront of the ideological field, and news propaganda work is a specially important work in the ideological field.” If news and public opinion are well grasped and guided, they can unify thinking, consolidate strength, boost morale, and inspire spirit; if they are poorly grasped and guided, they may disperse people’s hearts, intensify contradictions, disrupt the overall situation, and affect stability. Against the backdrop of rapid social development, various trends of thought rise and fall, and amidst the main theme of unity and endeavor, some discordant notes inevitably appear that run counter to the mainstream ideology. In response, Comrade Xi Jinping emphasized the need to “use unified guiding ideology to guide diverse social trends of thought, to guide social life with diversified value orientations, and the main theme must be sung with full confidence.” Faced with a complex and ever-changing public opinion and ideological environment, news media must use the Marxist view of journalism to observe society and analyze problems, distinguish between the mainstream and the tributary amidst the flux of social reality, advocate civilization, and criticize current ills. In particular, news and public opinion workers must grasp the initiative in their work, clearly displaying correct political stances and values in the process of selecting, reporting, and evaluating objective facts. On July 21, 2006, in his speech at a meeting of all personnel of central news units stationed in Zhejiang, Comrade Xi Jinping further pointed out that “politics is not only reflected in loyalty to the Party and the people, but also in considering issues from a political perspective. There is politics in all kinds of issues, not just a simple phenomenon. Those complex and sensitive issues must be handled very carefully in all aspects; otherwise, it may intensify contradictions, expand negative impacts, and be even less conducive to solving problems.” These important expositions reveal the ideological attribute of news and public opinion, fully embodying a profound grasp of the essential characteristics and basic laws of news and public opinion work.

随着现代新闻事业整体规模的扩增和传播渠道的丰富，新闻舆论深度嵌入社会生活，日益直接而广泛地影响着人们的思想意识，具有鲜明的意识形态属性。2004年1月6日，习近平同志在浙江省宣传思想工作会议上提出：“新闻宣传战线位于意识形态领域的前沿，新闻宣传工作是意识形态领域里特殊重要的工作”。新闻舆论把握引导得好，就可以统一思想、凝聚力量、鼓舞士气、振奋精神；而把握引导得不好，就可能涣散人心、激化矛盾、干扰大局、影响稳定。在社会快速发展的背景下，各类思潮此消彼长，在团结奋进的主旋律中不可避免地出现了一些与主流意识形态相悖的杂音。对此，习近平同志强调要“用一元化的指导思想引导多元化的社会思潮，来指导价值取向多元化的社会生活，主旋律要理直气壮地唱响”。面对纷繁复杂的舆论和意识形态环境，新闻媒体要运用马克思主义新闻观去观察社会、分析问题，在社会现实的纷纭变幻中分辨主流和支流，倡导文明，针砭时弊。特别是新闻舆论工作者，必须掌握工作主动权，在对客观事实的选择、报道和评价过程中鲜明地展现出正确的政治立场和价值观念。2006年7月21日，习近平同志在驻浙中央新闻单位全体人员会议上的讲话中，进一步指出“政治不仅仅是体现于对党和人民的忠诚，还要体现在从政治上考虑问题。各种问题之中都有政治，而不是简单的一个现象而已。对那些复杂的、敏感的问题，各方面都需要处理得非常慎重，否则就有可能激化矛盾，扩大负面影响，更不利于解决问题”。这些重要论述揭示了新闻舆论的意识形态属性，充分体现了对新闻舆论工作本质特征和基本规律的深刻把握。

3. Centering on Upholding “Unity, Stability, Encouragement, and Positive Propaganda as the Main Focus,” Clearly Proposing the Mainstream Orientation of “Effectively Rallying the Strength of the Whole Society”

三、围绕坚持“团结稳定鼓劲、正面宣传为主”，鲜明提出“有效地凝聚起全社会的力量”的主流导向

Adhering to the principle of “unity, stability, encouragement, and positive publicity as the main focus” was the guideline that General Secretary Xi Jinping required news and public opinion work to consistently uphold during his work in Zhejiang Province. News and public opinion work not only provides solid support for national development but also offers an important guarantee for social harmony and stability. Fully leveraging the positive role of news and public opinion work in creating a favorable public opinion environment, strengthening the influence of mainstream media and mainstream public opinion, and achieving correct guidance of the people’s thinking are the core tasks and central work of the journalism sector. On January 26, 2006, when visiting editors and reporters from the People’s Daily and Xinhua News Agency stationed in Zhejiang, Comrade Xi Jinping proposed the principle of “adhering to the policy of unity, stability, encouragement, and positive publicity as the main focus” for news organizations and journalists. Comrade Xi Jinping emphasized that it is necessary both to publicize the Party’s theories, lines, principles, and policies and to reflect the interests, wishes, and voices of the people, unifying the propagation of the Party’s propositions with the reflection of the people’s sentiments; it is necessary both to adhere to the correct political direction and to firmly stand on the people’s position. Specifically, this means not mechanically copying or reproducing public opinion, but rather, from the standpoint of Party policy, “navigating” public opinion to achieve correct and effective guidance of news and public opinion. To do a good job in news and public opinion work, one must be adept at using it to centrally reflect the essentially healthy and upward nature of society, objectively display the full picture of development and progress, and enhance appeal and感染力 [2]2 “Clearing the mire and raising the clear” (激浊扬清) is a four-character idiom meaning to eliminate the evil and promote the good. “Valuing the ear and the eye” (贵耳重目) is a classical allusion emphasizing the importance of listening to diverse opinions and observing reality firsthand, rather than relying on hearsay.. Facing the complexity of news and public opinion work, Comrade Xi Jinping emphasized: “For news propaganda work to keep the overall situation in mind, the most important thing is to grasp the mainstream of things’ development, thereby determining the focus of propaganda and properly resolving the ‘boundary’ issue.” Specifically, “do more work that helps resolve contradictions, solve problems, and maintain stability, rather than things that harm social harmony; do more work that helps provide consultation, reflect demands, and solve difficulties, rather than things that add chaos and cause trouble; do more work that helps unite people’s hearts, boost morale, and inspire energy, rather than things that dampen enthusiasm; do more work that helps guide according to circumstances, dispel doubts, and smooth emotions, rather than things that confuse the public.” Only in this way can the strength of the entire society be effectively consolidated, achieving the mainstream orientation of news and public opinion work in inspiring and motivating people. These important expositions fully demonstrate the leading role of positive publicity in凝聚社会共识 [3]3 “The foundation lies in people” (根本在人) is a phrase emphasizing that human talent is the fundamental factor in the success of any endeavor., effectively guiding various media to provide a public opinion “ballast stone” for Zhejiang’s long-term stable development.

坚持“团结稳定鼓劲、正面宣传为主”，是习近平总书记在浙江工作期间要求新闻舆论工作始终坚持的方针。新闻舆论工作不仅为国家发展提供了坚实支撑，更为社会的和谐稳定提供了重要保障。充分发挥新闻舆论工作营造良好舆论环境的积极作用，强化主流媒体与主流舆论的影响力，实现对人民群众思想的正确引领，是新闻界的核心任务和中心工作。2006年1月26日，习近平同志在看望人民日报社和新华社驻浙编辑记者时，对新闻单位和新闻工作者提出“坚持团结稳定鼓劲、正面宣传为主的方针”。习近平同志强调，既要宣传党的理论和路线方针政策，又要反映人民群众的利益、愿望和呼声，把宣传党的主张与反映人民心声统一起来；既要坚持正确政治方向，也需站稳人民立场。具体来说，就是不能机械地照搬、复制社会舆论，而是要站在党的政策的立场上，对公众舆论进行“导航”，实现新闻舆论的正确、有效引导。做好新闻舆论工作，要善于利用其集中反映社会健康向上的本质、客观展示发展进步的全貌，增强吸引力和感染力。面对新闻舆论工作的复杂性，习近平同志强调：“新闻宣传工作顾大局，最重要的就是要把握好事物发展的主流，以此来确定宣传的重点，解决好‘边界’问题。”具体而言，“要多做一些有利于化解矛盾、解决问题、维护稳定的工作，而不是有损社会和谐的事情；多做一些有利于提供咨询、反映诉求、排忧解难的工作，而不是添乱帮倒忙的事情；多做一些有利于凝聚人心、提升士气、鼓舞干劲的工作，而不是挫伤积极性的事情；多做一些有利于因势利导、释疑解惑、理顺情绪的工作，而不是混淆视听的事情”。这样，才能够有效地凝聚起全社会的力量，实现新闻舆论工作鼓舞人、激励人的主流导向。这些重要论述充分彰显了正面宣传在凝聚社会共识中的主导作用，有力引导各媒体为浙江长期稳定发展提供舆论“压舱石”。

IV. Centering on Firmly Standing on the People’s Position, Clearly Proposing “Unifying the Propagation of the Party’s Propositions with the Reflection of the People’s Sentiments”

四、围绕站稳人民立场，鲜明提出“把宣传党的主张与反映人民心声统一起来”

Only by taking root in the real life of the people, thinking what the people think, and worrying about what the people worry about, can the people’s sense of goodwill and trust towards news and public opinion work be effectively enhanced. Therefore, news and public opinion work should focus its gaze on the grassroots, leave space in the pages for the masses, point the camera lens at the common people, increase the proportion of reports concerning the people as much as possible, and truly treat the people as the protagonists of news dissemination. On August 4, 2004, at a provincial party committee symposium on news propaganda work, Comrade Xi Jinping mentioned that news propaganda should “report real situations, speak the truth, generate real momentum, seek real results, focus the viewpoint of news propaganda work on real life, say what the masses want to hear, speak in language the masses can understand, create more content and forms that the masses enjoy, and provide more news and information that the masses like to see and hear.” On July 21, 2006, in a speech at a meeting of all personnel from central news organizations stationed in Zhejiang, Comrade Xi Jinping emphasized that “news reporting should care about people’s livelihood and public opinion, pay attention to hot and difficult issues that the masses strongly reflect and urgently need to resolve, and promptly reflect the opinions and voices of the masses. In this process, the crucial point is to unify serving the Party and serving the people.” During his work in Zhejiang Province, Comrade Xi Jinping repeatedly put forward detailed and specific requirements for news and public opinion work to firmly stand on the people’s position. For example, he required Zhejiang Daily to reflect more fresh news and advanced models from the grassroots, proposing to “promptly convey the Party’s voice to the broad masses of the people, fully reflecting the content of our Party’s close ties with the masses and concern for their hardships.” These important expositions regard news and public opinion work as a lever and channel for serving the people, providing powerful guidance for news and public opinion work to maintain close ties with the masses and firmly rely on them.

只有植根于人民群众的现实生活，想人民之所想，忧人民之所忧，才能切实增强人民群众对于新闻舆论工作的好感度与信任感。因此，新闻舆论工作要把目光对准基层，把版面留给群众，把镜头对准老百姓，尽可能增加有关人民群众报道的比重，真正把人民群众作为新闻传播的主角。2004年8月4日，习近平同志在省委新闻宣传工作座谈会上提到，新闻宣传“要报实情、说实话、鼓实劲、求实效，把新闻宣传工作的视点对准现实生活，说群众想说的话，讲群众能懂的话，为群众创造更多喜闻乐见的内容和形式，提供更多喜闻乐见的新闻和信息”。2006年7月21日，习近平同志在驻浙中央新闻单位全体人员会议上的讲话中，强调“新闻报道要关心民生民意，关注人民群众反映强烈、迫切需要解决的热点、难点问题，把群众的意见和呼声及时反映出来。在这个过程中，至关重要的一点就是要把为党和为民统一起来”。在浙江工作期间，习近平同志多次对新闻舆论工作站稳人民立场提出细致、具体的要求。比如，要求《浙江日报》更多地反映来自基层的鲜活新闻和先进典型，提出要“及时把党的声音传达给广大人民群众，充分反映我们党密切联系群众、关心群众疾苦的内容”。这些重要论述把新闻舆论工作视作为人民服务的抓手和渠道，为新闻舆论工作密切联系群众、紧紧依靠群众提供了有力指导。

V. Centering on Strengthening the News and Public Opinion Front, Clearly Proposing “Building the Internet into a New Front, New Channel, and New Carrier for Propaganda and Ideological Work”

五、围绕壮大新闻舆论阵地，鲜明提出“把网络建成宣传思想工作的新阵地、新渠道、新载体”

As the degree of social informatization continues to rise, the internet has become a frontline for ideological and cultural confrontation, and news and public opinion work also faces unprecedented opportunities and challenges. As early as January 2004, Comrade Xi Jinping emphasized the need to seize the historical opportunities brought by the information society, “adhering to the simultaneous development and management of the internet, guiding according to circumstances, moving towards benefits and avoiding harm, singing the main melody online, fighting the active battle online, seizing the initiative online, and building the internet into a new front, new channel, and new carrier for propaganda and ideological work,” pointing out the direction for how news and public opinion work can firmly occupy the commanding heights of communication in cyberspace. The rapid development of high-tech, especially information network technology, brings not only challenges but also opportunities. Comrade Xi Jinping pointed out that news propaganda work must “firmly grasp the initiative in news and information dissemination,” and that “news and public opinion should sing the main melody of unity, stability, and encouragement, promptly and accurately disseminate the Party’s voice, actively and effectively do the work of dispelling doubts and explaining difficulties, and form a favorable atmosphere conducive to promoting social harmony and stability.” Comrade Xi Jinping emphasized: “For

随着社会信息化程度不断提高，互联网已成为思想文化交锋的前沿阵地，新闻舆论工作也面临着前所未有的机遇与挑战。早在2004年1月，习近平同志就强调要抓住信息化社会带来的历史性机遇，“坚持发展和管理并举，因势利导、趋利避害，唱响网上主旋律，打好网上主动仗，掌握网上主动权，把网络建成宣传思想工作的新阵地、新渠道、新载体”，对新闻舆论工作如何在网络空间中牢牢占据传播制高点指明了前进方向。高新科技特别是信息网络技术的迅猛发展带来的不仅是挑战，也是机遇。习近平同志指出，新闻宣传工作要“牢牢掌握新闻信息传播的主动权”，“新闻舆论要唱响团结稳定鼓劲的主旋律，及时准确地传播党的声音，积极有效地做好释疑解惑工作，形成有利于促进社会和谐稳定的良好氛围”。习近平同志强调：“对错误的消极的思想舆论，单靠封堵是不能解决问题的，重要的是要唱响主旋律。”这些重要论述深刻体现了新闻舆论工作与时代同频共振的发展规律，前瞻性地回应了技术变革带来的传播格局重塑，展现出对时代发展大势的深刻洞察和科学引领。

VI. Centering on seizing the initiative in public opinion, clearly proposing that the broad ranks of journalists should possess "the courage to innovate, the boldness to dare to innovate, and the wisdom to be good at innovation"

六、围绕掌握舆论主动权，鲜明提出广大新闻工作者应当具有“勇于创新的勇气、敢于创新的胆魄、善于创新的智慧”

Innovation is an important means for the work of news and public opinion to keep pace with the times. During his work in Zhejiang, General Secretary Xi Jinping emphasized the importance of innovation in the work of news and public opinion on multiple occasions in different settings, requiring that the broad ranks of journalists should possess "the courage to innovate, the boldness to dare to innovate, and the wisdom to be good at innovation." Regarding the content of news propaganda, he pointed out that "hackneyed and stereotyped expressions, sticking to old ways, cannot attract readers or move audiences; this requires our news propaganda work to constantly innovate and expand from content to form." Regarding the form of news propaganda, he pointed out that "we should adopt more forms that the masses are happy to see, continuously enhance the vividness and watchability of news propaganda, and strive to improve the quality and level of news propaganda." Regarding the allocation of forces for news propaganda, he emphasized that the main provincial-level news media should actively coordinate with the central work of the Provincial Party Committee; all regions and departments should actively support and ensure the coverage of provincial television programs, proposing that "we cannot sacrifice social benefits and overall interests for the sake of economic benefits and partial interests." Comrade Xi Jinping also profoundly revealed the importance of innovation for news propaganda: "Whether news propaganda is good at innovation, whether it can achieve constant renewal while being constantly done, is the key to its development, growth, and maintenance of strong vitality." This kind of innovation "cannot merely stop at general sloganeering; it must be embodied in the drafting and revision of specific manuscripts and in the propaganda and reporting of specific events; it must be embodied in how to broaden work ideas, update newspaper-running concepts, enrich newspaper-running means, highlight newspaper-running characteristics, enhance development vitality, and increase the attractiveness, appeal, and combat effectiveness of news propaganda." These important expositions reflect General Secretary Xi Jinping's profound understanding of the laws governing

创新是新闻舆论工作与时俱进的重要方式。习近平总书记在浙江工作期间，在不同场合多次强调创新在新闻舆论工作中的重要性，要求广大新闻工作者应当具有“勇于创新的勇气、敢于创新的胆魄、善于创新的智慧”。针对新闻宣传的内容，指出“老生常谈、因循守旧，不可能吸引读者、打动观众，这就要求我们的新闻宣传工作从内容到形式时刻不断地进行创新和拓展”。针对新闻宣传的形式，指出“要更多地采用群众喜闻乐见的形式，不断增强新闻宣传的生动性、可看性，努力提高新闻宣传的质量和水平”。针对新闻宣传的力量安排，强调省属主要新闻媒体，要积极配合省委中心工作；各地区各部门要积极支持和保障省台节目的覆盖，提出“不能单纯为了经济效益、局部利益而影响社会效益、全局利益”。习近平同志还深刻揭示了创新对于新闻宣传的重要性：“新闻宣传是否善于创新，是否能够做到常做常新，是其发展壮大、保持强大生命力的关键”。这种创新“不能仅仅停留在一般的喊口号上，要体现在具体文稿的撰写、修改和具体事件的宣传、报道上，要体现在如何拓宽工作思路，更新办报理念，丰富办报手段，突出办报特色，增强发展活力，提高新闻宣传的吸引力、感召力、战斗力上”。这些重要论述，体现了习近平同志对新闻舆论工作规律的深刻认识，也表达了他对主流媒体持续创新内容表现形式、提升内容传播效果的期待。

7. Centering on following the mass line in journalistic work, it clearly proposes "throwing oneself into the fresh life at the grassroots level."

七、围绕走好新闻工作的群众路线，鲜明提出“投身到基层新鲜的生活中去”

The grassroots orientation of “getting down to the ground and quieting the mind” was the keynote set by General Secretary Xi Jinping for journalists and media workers during his work in Zhejiang. Comrade Xi Jinping has always attached great importance to investigation and research. In the preface to his book *Carrying Out Solid Work and Walking at the Forefront — Reflections and Practice on Promoting Zhejiang’s New Development*, he mentioned that he spent at least one-third of his time each year going down to the grassroots and departments to conduct investigation and research. In January 2006, when Comrade Xi Jinping visited editors and reporters from the *People’s Daily* and Xinhua News Agency stationed in Zhejiang, he likened Zhejiang to a “rich mine of news” and called journalists “treasure hunters,” requiring them to “get down to the ground and quiet the mind, find their own position, recognize the direction of their efforts, and solidly throw themselves into Zhejiang’s fiery economic construction, into the front line of reform and development, and into the fresh life at the grassroots.” In July of the same year, in a speech at a plenary meeting of central news organizations stationed in Zhejiang, Comrade Xi Jinping again emphasized that “the capacity of this treasure trove is changing and increasing every day,” and that “friends in the press also need to conduct in-depth research, excavation, and exploration.” When encouraging the news and public opinion departments to do a good job of supervision by public opinion, he required comrades in these departments to “abide by journalistic discipline, ensure that reports are objective and truthful, encourage and help without causing trouble. Special attention should be paid to not reporting fake news and not hyping so-called hot topics that might trigger various incidents.” These important expositions carry forward the fine tradition of “from the masses, to the masses,” and profoundly explain the methods and means by which journalism practices the mass line.

“扑下身子，静下心思”的基层导向，是习近平总书记在浙江工作期间为新闻舆论工作者确立的基调。一直以来，习近平同志都高度重视调查研究。在《干在实处 走在前列——推进浙江新发展的思考与实践》一书的自序中，他提到自己每年至少用三分之一以上时间深入基层和部门调查研究。2006年1月，习近平同志在看望人民日报社和新华社驻浙编辑记者时，用“新闻富矿”比喻浙江，认为新闻工作者是“采宝人”，要求新闻工作者“扑下身子，静下心思，找准自身位置，认清努力方向，扎扎实实地投身到浙江火热的经济建设中去，投身到改革发展的第一线去，投身到基层新鲜的生活中去”。同年7月，在驻浙中央新闻单位全体人员会议上的讲话中，习近平同志再次强调，浙江“这个宝库的库容每天都在发生着变化，都在不断增加”，“新闻界的朋友们也需要去深入地研究、挖掘和探索”。在鼓励新闻舆论部门做好舆论监督工作时，他要求新闻舆论部门的同志“要遵守新闻纪律，做到反映情况客观真实，鼓劲帮忙而不添乱。特别应注意不报假新闻，不炒作可能引发各类事件的所谓热点新闻”。这些重要论述继承发扬了“从群众中来，到群众中去”的优良传统，深刻阐释了新闻工作践行群众路线的方式方法。

8. Centering on improving journalistic work capacity, clearly proposing “to cultivate and build a journalistic contingent that is politically strong, professionally proficient, disciplined, and upright in work style”

八、围绕提升新闻工作能力，鲜明提出“培养和造就一支政治强、业务精、纪律严、作风正的新闻队伍”

Strengthening the political quality of journalists and continuously improving their professional level and reporting skills are the foundation of news and public opinion work. In order to better leverage the supporting role of high-quality talent teams for news and public opinion work, Comrade Xi Jinping pointed out: “The building of the journalistic contingent should be placed in a prominent position, strengthen the education and management of the journalistic contingent, improve its political and professional quality, and cultivate and build a journalistic contingent that is politically strong, professionally proficient, disciplined, and upright in work style, so that they can better undertake the new tasks of the new century and new stage.” Building a high-quality journalistic contingent is a systematic project that requires sustained and long-term effort. Comrade Xi Jinping emphasized: “It is necessary to follow

强化新闻从业者的政治素养，不断提升其业务水平和报道技能，是新闻舆论工作的基础。为了更好地发挥高质量人才队伍对于新闻舆论工作的支撑性作用，习近平同志指出：“要把新闻队伍建设放在突出位置，加强对新闻队伍的教育和管理，提高新闻队伍的政治素质和业务素质，培养和造就一支政治强、业务精、纪律严、作风正的新闻队伍，使他们更好地担负起新世纪新阶段的新任务”。建设高素质的新闻队伍是一项需要久久为功的系统性工程。习近平同志强调：“必须按照政治家办报办台的要求，坚持党管干部、党管人才原则，切实加强新闻机构的领导班子建设”“营造新闻界人才群英荟萃、人才济济，积极性、创造性得到充分发挥的良好氛围”。2006年1月，在看望人民日报社和新华社驻浙编辑记者时，习近平同志对新闻舆论工作者提出具体的实践要求：“任何时候任何情况下都确保在理想信念上不犹疑、不含糊、不动摇，经得起各种风浪的考验。要加强学习，不断提高新闻理论水平和实践能力。要加强党性修养，注重道德操守，恪守工作纪律，树立正派作风，自重、自省、自警、自励”。这些重要论述有力回答了培养什么样的新闻队伍、怎样培养新闻队伍等理论和现实问题，深化了对新闻人才事业发展的规律性认识。

General Secretary Xi Jinping’s important discourses on news and public opinion work during his work in Zhejiang Province are high in vision and rich in content, providing important guidance for Zhejiang to promote the development and reform of the Party’s news and public opinion work. In the long term, these discourses and their vivid practice in Zhejiang not only profoundly grasp the inherent laws of information dissemination and value transmission, but also, in the concrete and specific practice of news and public opinion work, have accumulated experience of important referential significance for the systemic transformation of mainstream media in the New Era. They profoundly enlighten us: news and public opinion work must take firmly standing on the political ground as its fundamental principle, adhere to the unity of Party spirit and people-centeredness, adhere to unity, stability, encouragement, and positive publicity as the main focus, and continuously enhance the communication power, guiding power, influence, and credibility of news and public opinion; it must take leading the trend of media development as the breakthrough point, plan according to the situation, act in response to the situation, and follow the trend, continuously promote content innovation, communication innovation, and institutional and mechanism innovation, transform innovation advantages into communication advantages and development advantages, and firmly grasp the initiative and leadership in news and public opinion work; it must take investigation and research, linking with reality as the basic means, regard the masses as the best teachers, continuously improve the quality of news and publicity in taking root in social reality and reflecting social reality, and give full play to the role of guiding people, serving people, and uniting people; it must take accelerating the establishment of an all-media communication system as the development direction, continuously adapt to the new situation of rapid iterative development of information technology, promote the systemic transformation of mainstream media, and create new mainstream media adapted to the Internet era; it must take “the foundation lies in people” as the internal support, regard cultivating talent and building a strong team as a long-term strategy to enhance work effectiveness and shape competitive advantages; it must take building a grand publicity pattern as an important goal, regard managing, treating well, and making good use of news media as an important part of improving governance capacity, insist on the whole Party working together, and gather a powerful synergy of public opinion.

习近平总书记在浙江工作期间关于新闻舆论工作的重要论述，站位高远、内涵丰富，为浙江推进党的新闻舆论工作发展与改革提供了重要指导。从长远看，这些论述及其在浙江的生动实践，不仅深刻把握了信息传播与价值观传递的内在规律，更在鲜活具体的新闻舆论工作实践中为新时代主流媒体系统性变革积累了具有重要借鉴意义的经验，深刻启示我们：新闻舆论工作要把站稳政治立场作为根本原则，坚持党性和人民性相统一，坚持团结稳定鼓劲、正面宣传为主，不断提升新闻舆论的传播力、引导力、影响力和公信力；要把引领媒体发展趋势作为突破口，因势而谋、应势而动、顺势而为，持续推动内容创新、传播创新、体制机制创新，将创新优势转化为传播优势、发展优势，牢牢掌握新闻舆论工作主动权主导权；要把调查研究、联系实际作为基本手段，把群众当作最好的老师，在扎根社会现实、反映社会现实中不断提升新闻宣传品质，发挥好引导人、服务人、凝聚人的作用；把加快建立全媒体传播体系作为发展方向，不断适应信息技术快速迭代发展的新形势，推动主流媒体系统性变革，打造适应互联网时代的新型主流媒体；把“根本在人”作为内在支撑，将培养人才、建强队伍作为提升工作效果、塑造竞争优势的长久之计；把构建大宣传格局作为重要目标，将善管善待善用新闻媒体作为提高执政能力的重要内容，坚持全党一起动手，汇聚起强大的舆论合力。

Online editor: Tongxin

网络编辑：同心