Abstract:

Traditional leaders of public opinions like newspapers of CPC (Communist Party of China) used to function as moral guidance in social rewards-punishments system. However, in the new media era of internet, pluralistic changes arise in propagating path, main releasers, information contents and evaluation standards of public opinions. As a result, the authoritative position of the traditional leaders of public opinions has been vacillated in the choice of social rewards-punishments' standards and they seem weak and inefficient in the implementation and supervision of social rewards and punishments. Faced with the challenges, it is vital for them to take measures in enlisting talents, possessing resources and establishing rules to strengthen the leading position and guide the public opinions for the moral construction in China.

Key words: social rewards-punishments system, moral guidance, leader of public opinions, public opinions, internet