Vai trò báo chí tham gia định hướng dư luận xã hội và một số thách thức trong thời đại truyền thông số

The article examines the importance of the press in shaping public opinion in the current context, characterized by the proliferation of new media channels, the advancement of digital communication tech nologies, and the emergence of increasingly informed and discerning audiences. It also discusses specific ways in which the press can contribute to guiding public opinion, including providing information and initiating the formation of public discourse; organizing forums of public expression to steer the devel opment of public opinion; and maintaining a continuous and timely flow of mainstream information to help orient public opinion. In todays evolving media landscape, the press faces several significant chal lenges and requires strategic solutions to sustain its role in establishing and maintaining the dominant flow of information amid the explosion of media, the diversification of information sources, and the rapid development of new communication technologies. At the same time, the press must promptly adopt emerging technologies to preserve its leading role in guiding public opinion in the face of algorithm-driven information manipulation in cyberspace.