Abstract:

 The public opinion guidance is often given special and important significance in the daily work of colleges and universities， which forms a new theoretical and practical research perspective gradually. Based on the characteristics of generation of public opinion and the exploration of the value dimensions and the functional extension of public opinion guidance， this paper explores the iterative renewal of public opinion communication carriers and the transmutation of guiding pattern and other related effects， focuses on analyzing the shortcomings and difficulties of the current public opinion guidance in colleges and universities， infers a series of promotion paths and paradigms including the concept of "subjectivity of object"， the transformation of discourse discussion mode and the renewal power of advanced technology， and pays attention to both the status quo and promotion path of public opinion guidance. This facilitates the theoretical and practical innovation of public opinion guidance in colleges and universities， turns it intoan increment for college development， and realizes the value and mission of public opinion guidance in colleges and universities.

Key words: public opinion,  , guidance,  , colleges and universities,  , paradigms