自回归以来，面对香港许多重大社会事件，中央和特区政府在舆论上都处于被动地位，泛民主派则经常占据上风。原因之一就是泛民主派能够灵活运用多种方式引导舆论，充分凝聚民意，拥有了与政府抗衡的资本。“占中”是近年来香港规模最大的公共事件，也是泛民主派舆论引导的一个成功案例，以“占中”为例对泛民主派舆论引导方式进行研究分具有很好的代表性。从理论角度看，对进一步深化我国舆论引导研究有帮助，还能有助于“一国两制”制度下的舆论引导理论的创新；从实践角度看，对改进中央政府在港舆论引导工作，增强我国的“软实力”具有借鉴意义。 根据传播学5W理论，即谁（who）、说什么（say what）、什么渠道（in which channel）、对谁（to whom）、产生什么效果（with what effect）。舆论引导的构成的要素包括：舆论引导的主体、舆论引导的对象、舆论引导的过程、舆论引导的渠道、舆论引导的目标。在“占中”事件中，舆论引导的主体、对象、目标都比较明确，本文主要研究泛民主派舆论引导的过程和渠道。 从纵向发展看，泛民主派引导舆论发动“占中”的过程主要分为四个阶段：一是酝酿期，主要是提出“占中”概念、理念，让各个公民组织、政党和民间团体进行思考及讨论；二是装备期，主要通过三次“商讨日”和“622民间公投”，为“占中’’进行思想、组织、舆论和社会动员，争取民意授权；三是对话期，一方面与中央和特区政府沟通对话，展现姿态，一方面不断发动小规模抗争活动，制造热点推高“占中”热度；四是行动期，泛民主派占领中环等地主要道路，开展多种不合作运动，向政府进行施压。 从横向渠道看，从2013年1月提出“占中”概念，到2014年12月“占中”结束，泛民主派在近两年时间里，主要通过传统媒体开展偏向性宣传，网络媒体动员民众自发参与，塑造民意获得所谓公民授权，扶植意见领袖加强感召，街头行动推高舆论热度等多种方式，引导舆论，成功争取到大批民众认同“占中”并积极参与“占中”。 总的看，“占中”期间泛民主派引导舆论的效果有好有坏、有得有失。虽然营造了有利舆论，争取了部分民众的支持，但由于缺乏科学管理，导致舆论出现反弹，未能实现预定政治目标。我们可以从中得出一些改进对港舆论引导工作的建议：一是改变思路，摒弃管制媒体的思路，加强与媒体的合作，同时注意运用法律的力量对媒体进行规管。二是积极发声，设立专门的港澳新闻发言人机制，同时对舆情进行科学分析，准确设置议题，主动引导舆论焦点。三是拓展渠道，做大做强我办媒体，培养一批爱国爱港的意见领袖，构建官方-民间并重的舆论引导体系。四是与时俱进，加强网络媒体平台的建设，更好发挥网络媒体的作用。五是改进方式，加强理念引领，注重平时的点滴宣传，使得民众从内心接受并支持中央政府。

Since the reunification, the central government and Hongkong government has always been in a passive position to guide public opinion in the face of many important social events in Hongkong. One of the reasons is that the Pan-democracy camp can use a variety of ways to guide public opinion, unite the public opinion, and gain the capital to against the government. Occupy Central, which is the largest public events of Hongkong in recent years, is a successful case of guiding public opinion by the Pan-democracy camp. And it is a representative example to study how the Pan-democracy camp guide public opinion. From a theoretical point of view, this research contributes to deepen China's public opinion research and the theoretical innovation of guiding public opinion under "one country two systems". From a practical point of view, this research is good to improve the central government’s guiding public opinion work in Hong Kong and to enhance China's soft power. According to the 5W theory of communication, which is who, say what, in which channel, to whom, and with what effect, The elements of public opinion guidance include: the subject of public opinion guidance, the object of public opinion guidance, the process of public opinion guidance, the channel of public opinion guidance, and the goal of public opinion guidance. In Hongkong Occupy Central, the subject, object and goal of public opinion guidance are relatively clear. This article mainly studies the process and channel of public opinion guidance by the Pan-democracy camp. First, study the development process. The Pan-democracy camp launched Occupy Central in four stages. Stage 1, the Pan-democracy camp proposed the concept and the theory of Occupy Central. Let citizen organizations, political parties and NGOs considerate and discuss it. Stage 2, the Pan-democracy camp organized three Deliberation Days and one Referendum to introduce Occupy Central to citizens and mobilized citizens for public authorization. Stage 3, the Pan-democracy camp communicated with the government to posture and launched small-scale resistance activities to create hot spots in order to heat up Occupy Central. Stage 4, the Pan-democracy camp started Occupy Central by a variety of Non-cooperation movements in order to pressure the government. Second, study the channels. From January 2013 to December 2014, the Pan-democracy camp successfully changed people’s minds to accept Occupy Central and attracted a large number of people to participate in actively. They guided public opinion by these ways: to bias propaganda through the traditional media, to encourage people to participate spontaneously through the network, to shape public opinion to obtain citizen authorization, to create opinion leaders to summon people, to heat public opinion by street action. Generally speaking, during Occupy Central, the effect of guiding public opinion is swings and roundabouts to the Pan-democracy camp. Although they created favorable public opinion and won the support of some people, the lack of scientific management led to a rebound in public opinion and failed to achieve the predetermined goals. We can draw some suggestions for improving how to guide public opinion in Hong Kong: (1)To change the traditional ideas of governance media into cooperating with the media, while emphasizing using the power of law to regulate the media. (2)To spread own opinion positively by setting specialized spokesmen for Hong Kong and Macao news, analyzing public opinion scientifically, set issues accurately, guiding public opinion initiatively. (3)To expand channels of publicity by focusing on building our own media in Hong Kong, training a number of patriotic opinion leaders, setting up an official - civil public opinion guidance system. (4)To keep pace with the times, strengthen the construction of the new media platform, improve the ability to collect, respond and interact with public opinion through the Internet. (5)To optimize the way of publicity, set up attractive concepts and spread it unconsciously, so that people will accept and support the central government from the heart.