跨文化视角下新媒体舆论问题与引导策略转向

The Problem of Public Opinion of New Media and The Change of its Guiding Strategy From The Perspective of Cross Culture

媒体工具的更新换代为信息的传播蒙上了多元化的色彩，使舆论导向这一社会问题变得更为复杂。社会信息化潮流的加剧使得多样化的民族、区域文化面临求同存异、相互包容的深度变革，如何在社会经济变革时期把控新媒体舆论的领导权、管理权和话语权，是构建和谐社会的需要，也是寻求理念共识的需求。基于跨文化的视角，新媒体传播需要转变观念，构建符合受众思维习惯和文化特色的常态化话语转换体系，保障信息的真实性和有效性，促进社会的和谐发展。

the renewal of media tools has covered the diversified color for the dissemination of information, which makes the social problem of public opinion orientation more complicated. The aggravation of the trend of social information makes the diversified national and regional culture face the deep change of seeking common ground while reserving differences and containing each other. How to control the leadership, management and discourse power of the public opinion of new media in the period of social and economic change is the need of building a harmonious society and seeking the consensus of ideas. Based on the crosscultural perspective, the new media communication needs to change the concept, build a normal discourse conversion system in line with the audience's thinking habits and cultural characteristics, ensure the authenticity and effectiveness of information, and promote the harmonious development of society.