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曾盛聪新闻舆论作为社会舆论的特殊组成部分,具有不同一般的社会舆论的特性它是新闻工作者反映并引导社会舆论中所形成的导向性舆论,具有自主性与可控性倾向性与阶级性客观性与时评性前沿性与社会性的特质新闻舆论对社会价值取向的影响作用,主要通过其反映导向和监控功能体现出来新闻舆论倡导的新型价值观念只要适应社会发展朝流,往往具有巨大渲染力,能产生社会情感共鸣,成为社会生活中的新型价值取向7080,E!∀(TheSpiralSilence),,,,,,,,,,,,,,,,,,,,,,,!∀!∀,,!∀!∀,,,,,,,,!∀,,,,,,1,,,,,,,,,,,,,,,,!∀,,,2,,,,,,,,,,,,,,3,,,,,,,,,,,,,,4,43新闻舆论导向与社会价值取向,,,,,,,,,,,,,,,,,,,,,,,,,,,,,1,!∀,,,,,,,,,,,,,,,,,,!∀,!∀,!,,∀[1]244新闻与传播研究,,,!∀:!,,,,∀[2],,,,,;,,,,,,,,,,,!∀#∃,!∀,,,,!∀,!∀,,,,,,!∀,,,,,,,,,,,,,,,,,;,,,,,,,,,,,,45新闻舆论导向与社会价值取向,,!∀!∀,3,,,,!∀,,!,∀,,,,,,,,,,!∀[3],!∀,!∀,!∀,,,,!∀,,,,,,,,,,,,,,,,,,!∀,,,,,,,46新闻与传播研究,,,;,,,,,,,,,,,,,,,!,∀[4],,,,,,,,,,,,,,,,,!∀,,,,,,,,,,,,,,,,,,(WalterGieber):!,∀[5],,,47新闻舆论导向与社会价值取向,,,,;,,,,,;,,1,,,,,,,,,,,,,,,;,,,,,:!,,,∀[6],,,,,;,2,,,,,,,,,,,,,,,48新闻与传播研究,,,,,,,,,,,,,,,,作者:福建师范大学经法学院[1]#∃1,74~75[2]#∃43,488[3]#∃8,463[4]:#∃(),,1988,33[5]:#∃,#∃,Freepress,1964[6]#∃,,1978,11749新闻舆论导向与社会价值取向29AnAnalysisonSexinAdvertingLinShengdongSexisadisputedandinevitablethemeinadvertisingapplication.Peoplehavecriticizedsexappealingassubconsciouscontrolling,pornographicromanceandsexualdiscriminationformanyyears.Butitisaggrandizeinfact.Usingsexwithhumorinadvertisingwhilethinkingoverproductsandculture,itwillbehelpfulforpromotion.Government%sregulationsshouldbeobeyedforever.36OnAdvertisingfunctionofSocializationChengMingXieShuqunTheadvertisingfunctionofsocializationshowsas:1.Transmitingvalueandconceptaboutlife,2.Promotingstandardandcriterionofbehavior,3.Influencinglifestyle.Theoppositeeffectsshouldbeconcernedalso.42GuidingOpinionasJournalismandOrientationofSocialValueZengShengcongOpiniononmediaisasortofpublicopinionwithspecialfeatures.Itsfunctiononsocialvaluesystemappearsasreflecting,guidingandmonitoring.Theguidedvaluewouldinspireresonanceinsocietyandbecomenewdirectionofsocialvalue.50TheRevolutionofDepthReportAnImpactFromInternetCaiShangweiLuoShuchiThetwoauthorraisebottleneckfordevelopmentofdepthreportandanalysestheInternet%simpactsondepthreport,suchasformat,contentandstyle.56From!GateKeeper∀to!Heads-upDsplays∀YangGuirongThedevelopmentofWebbroughtarevolutionarytothemedia.Oldgate95