The reform and innovation of population and family planning publicity and education is first of all the innovation of ideas. Only by establishing the core concept of people-oriented Scientific Outlook on Development and the new concepts of publicity and education according to law, on-demand publicity and education, and the combination of publicity and education with practice, can we innovate the contents and methods of publicity and education on population and family planning on the premise of innovative publicity and education concepts, thus improving the effect of publicity and education and creating a good population environment for the sustainable development of economy and society.

Keywords:: family planning publicity and education concept innovation

The report of the 16th National Congress of the Communist Party of China put forward the goal of China's recent economic and social development: building a well-off society in an all-round way. To achieve this goal, we must create a good population environment. To create a good population environment, we must pay close attention to population and family planning work. Since publicity and education have always been in the primary position in the whole population and family planning work, its reform and innovation are particularly important. "Thought is the forerunner of behavior." The reform and innovation of population and family planning publicity and education (hereinafter referred to as publicity and education) is firstly the innovation of ideas. Therefore, this paper intends to make a preliminary discussion on the concept innovation of publicity and education in order to seek advice from Fang Jia.

The innovation of propaganda and education concept involves many aspects, so it is difficult to explain it clearly in a short article, so we can only choose its main points. In my opinion, in terms of the innovation of publicity and education concepts, at least the following new concepts should be established:

First, the core concept of publicity and education

In recent years, the concept of people-oriented, comprehensive, coordinated and sustainable development put forward by the CPC Central Committee is a major strategic thought guided by Deng Xiaoping Theory and Theory of Three Represents and based on the overall development of the cause of the party and the state in the new period, which embodies Marxism and Scientific Outlook on Development and is the main guiding principle for us to do all the work well. Scientific Outlook on Development is used to guide development, and we must never leave the theme of development, otherwise there will be no concept of development without its "first essence". The core of population and family planning work is to establish this kind of Scientific Outlook on Development. Only by establishing this brand-new concept can we innovate the content and form in the practice of publicity and education, thus creating a good and strong atmosphere of public opinion, guiding the broad masses of people of childbearing age to establish a scientific, civilized and progressive concept of marriage and childbearing, promoting the construction of socialist population culture and fertility culture, and finally creating a good population environment for the sustainable development of economy and society.

Second, the concept of publicity and education according to law

Publicity and education according to law is one of the contents of administration according to law. In the past, in the family planning system, when it comes to administration according to law, people often think of the policy and regulation departments first, thinking that only the policy and regulation departments participate in administration according to law, and the publicity and education departments seem to have little to do with administration according to law. In fact, this is exactly where the concept of publicity and education needs innovation. The third paragraph of Article 2 of Chapter 1 of the Population and Family Planning Law of the People's Republic of China (hereinafter referred to as the Population and Family Planning Law) clearly stipulates: "The state relies on publicity and education, scientific and technological progress and comprehensive services to establish and improve the reward and social security system and carry out population and family planning work." It is unprecedented in our country to carry out publicity and education in the form of law and make it have an important position in law. Its significance is extremely far-reaching. Publicity and education no longer stays at the level of family planning work experience, but rises to the height of law and must be carried out according to law. Based on this new concept, in recent years, the leaders of Nantong Family Planning Commission have increased their investment in publicity and education, and the annual publicity and education expenditure has always accounted for more than 20% of the total expenditure of that year, which has made the publicity and education work implemented and achieved great results. This is a strong proof.

Publicity and education in accordance with the law, in addition to the above publicity and education in the "population and family planning law" has a legal status, there is another meaning, that is, publicity and education must be carried out in accordance with the law to publicize China's population and family planning laws and regulations, in order to regulate people's reproductive behavior, and at the same time create a public opinion atmosphere for safeguarding people's legitimate rights and interests. This is another important aspect of the innovation of publicity and education concept.

Third, the concept of publicity and education on demand.

On-demand publicity and education refers to publicity and education according to the needs of the masses. In the past, our propaganda and education workers used to blindly instill ideas into the masses. "I am the main" means "I want to publicize and educate". Therefore, whether the masses need it or not, they will follow "my feelings" and impose some publicity and education contents on the masses. This kind of publicity and education divorced from the reality of the masses is incompatible with the requirements of "people-oriented" Scientific Outlook on Development. Naturally, it is left out by the masses and fails to achieve the purpose of publicity and education. Now if we want to innovate in the concept of publicity and education, we must establish the concept of on-demand publicity and education. To sum up, this new concept is to change "I want publicity and education" into "I want publicity and education". Don't think that the word order of "I" and "Yao" is just reversed, or you are playing with words. In fact, this change makes the two kinds of publicity and education have essential differences: "I want to publicize and educate", "I-oriented" or "I-oriented"; And "asking me to publicize and educate" means "taking the masses as the center" or "taking the masses as the center" We must establish the concept of publicity and education on demand, and take "whether the masses welcome it or not, whether they are satisfied or not" as an important index to evaluate the effect of publicity and education, and as the ultimate standard to measure the achievements of publicity and education workers.

On-demand publicity and education, in the content and form of publicity and education, must conform to the reality of the masses and meet their needs. With the continuous development of the market economy, the needs of the masses are constantly changing. In addition to family planning policy and contraceptive knowledge, they also hope to get rich information and technology. In addition, it is not so feasible to gather the masses for publicity and education during the planned economy period. Therefore, the content and form of publicity and education must be innovative, and it must be closer to the masses, reality and life. In recent years, Nantong Family Planning Commission has issued a special questionnaire on publicity and education at the beginning of each year, or organized relevant personnel to investigate and study at the grassroots level to solicit opinions from the masses and grassroots family planning cadres on the contents and forms of publicity and education, and determined the focus of annual publicity and education according to the survey results, making publicity and education more targeted and effective. For example, in 2003, the focus of publicity and education in the whole city was the family planning assistance project for poor families. This project came from the investigation and research of the masses and grassroots units, and came from the concept of on-demand publicity and education. At the beginning of 2003, the comrades of Nantong Family Planning Commission found that nearly 8,000 children of poor families died or were disabled after the implementation of family planning in the whole city. These families took the lead in family planning, but now they are trapped in poverty because of the death or disability of their children and deserve social assistance. As a result, the leaders of the Municipal Family Planning Commission reported to the leaders of the municipal party committee and the municipal government, and the publicity and education workers carried out three-dimensional and all-round publicity and education throughout the city, creating a strong public opinion atmosphere. The city and county governments have listed the family planning assistance project for poor families as one of the practical things run by the people. By the end of 2003, 3 1 1 poor families with family planning had received old-age insurance. These family members will receive a 90 yuan pension every month after reaching the age of 60. For another example, in 2004, Nantong Family Planning Commission continued to list the relief project for poor family planning as the focus of publicity and education, and also listed the birth defect intervention project as one of the practical things that the municipal government did for the people. The "hand in hand" activity between family planning cadres and poor family planning initiated by the Municipal Family Planning Commission and administration according to law were the focus of publicity and education throughout the year, which also came from the investigation and study of the masses and grassroots units and from the concept of on-demand publicity and education.

Fourth, publicity and education is also the concept of service.

In the past, in the family planning system, in people's minds, service was equal to technical service. So when it comes to services, technical services are put in the first place, and even regarded as the only content of services. Therefore, we are willing to invest in technical services, increase the construction of grass-roots family planning service stations, establish and improve contraceptive and reproductive health care files for people of childbearing age, and provide basic family planning technical services for people of childbearing age who practice family planning free of charge. It should be said that it is absolutely necessary to provide quality services for people of childbearing age in family planning technology, but it is a concept that needs to be updated to think that services are equivalent to technical services and exclude publicity and education from services. We must establish a new concept that publicity and education are also services.

Publicity and education management is an important aspect of family planning management. Family planning management belongs to the category of administrative management. One of the basic principles of administrative management is the principle of service. As a kind of management, publicity and education must fully reflect the service nature of administrative management. People of childbearing age need to enjoy family planning technical services, family planning policies, laws and regulations and other knowledge services, and need to obtain family planning publicity materials. This requires propaganda and education workers to provide corresponding services. Therefore, another important aspect of the innovation of publicity and education concept is to establish the concept that publicity and education are also services. Only by establishing this new concept can propaganda and education workers consciously provide high-quality publicity and education services for the broad masses of people of childbearing age and achieve remarkable publicity and education results.

Fifth, the concept of combining publicity and education with reality.

The combination of truth and falsehood in publicity and education includes at least two meanings: First, publicity and education must be both pragmatic and pragmatic, so as to achieve the combination of truth and falsehood. Recently, the National Population and Family Planning Commission launched a nationwide "Caring for Girls" campaign, which is people-oriented, starting from the specific issues that people are most concerned about, starting from the establishment of an interest-oriented mechanism conducive to the development of girls and their families, and integrating the promotion of new fertility concepts into doing practical things for the masses. It is a model of combining publicity, education and practice.

Second, publicity and education also have hard targets. In the past, people always regarded publicity and education as a "soft task" and thought that publicity and education was "playing with words". Without hard targets, it can't directly produce benefits. Therefore, publicity and education are often needed to make way for so-called family planning centers, such as year-end evaluation. This kind of publicity and education is only a concept of "soft task", and it is also an idea that needs to be updated urgently. Although publicity and education can't be immediate, its long-term benefits are beyond doubt. This long-term interest is highlighted in the fundamental change of people's concept of marriage and childbearing. Moreover, the new situation in the new era has brought new changes and new requirements to publicity and education. Publicity and education are not all "soft tasks", but "hard indicators". For example, the knowledge penetration rate and acceptance rate of party and government leaders, family planning cadres and people of childbearing age are "hard indicators" for publicity and education; Another example is the special program of population and family planning column jointly organized by family planning departments and news organizations, which is published (broadcast) on a regular basis and has also become a "hard indicator" of publicity and education. The column "Friends of Marriage and Childbearing" (now changed to "Raising Children") jointly organized by Nantong Family Planning Commission and Nantong Daily is published once a week; The special program "Voice of Marriage and Childbearing" jointly organized with Nantong People's Broadcasting Station is broadcast once a week; The special program "Population, You, Me and Him" co-organized with Nantong TV Station is broadcast once a month. These columns and special programs are "hard indicators" for propaganda and education workers and must be published (broadcast) on time and with good quality. With the joint efforts of propaganda cadres and editors of news organizations, Nantong's "one newspaper and two sets" column on population and family planning has been well received by the masses and won many awards in relevant competitions in Jiangsu Province. This is very telling.

In addition, population and family planning publicity and education is an important part of our party's propaganda work, which should be incorporated into the party's propaganda work system and arranged as a whole. This is also a new concept that needs to be established. This problem is not difficult to understand, so I won't go into details here.

In short, in order to innovate the concept of population and family planning publicity and education, population and family planning publicity and education workers must strengthen their study and conduct in-depth investigation and research. Only in this way can we guide the publicity and education practice with a brand-new concept and achieve the requirements of "fine content", "flexible method", "excellent process", "wide range", "high grade" and "good effect" in publicity and education.