新媒体条件下我国主流意识形态传播载体研究
发布时间：2019-01-18 11:42
【摘要】：主流意识形态建设是中国共产党思想政治工作的重要内容,也是中国共产党执政能力建设的重要课题。信息技术快速发展的势头催生了中国的新媒体文化,使得意识形态传播工作面临着前所未有的复杂境况。本文以新媒体文化的高速发展为时代背景,试谈我国的主流意识形态工作如何适应全新复杂的传播环境,以期为实现我国主流意识形态的有效传播做出些许贡献。新媒体以数字技术为支撑,同时突破技术层面,更深层次地改变人类思维方式、行为方式乃至生活方式,突破了传统形式的组织传播、大众传播与人际传播之间的界限,进而逐步改变了人类沟通现存的组织结构和权力结构。一国的主流意识形态是该国凝聚力与共识的所在,它从诞生以来便伴随传播的需求。在当今新媒体急速向前发展的势头下,我国主流意识形态建设毫无疑问地需要借由新媒体这一传播介质拓宽传播路径、创新传播方式,实现主流意识形态的教育大众、凝聚共识的功能。谈及新媒体,不得不强调的是,新媒体其实是一个动态的概念,历经论坛、博客、微博、微信、手机客户端等一系列新技术更迭后,可以预见的是,更新的技术必将在这个飞速发展的时代不断地涌现,今天的新媒体将成为日后的“旧媒体”。意识形态的传播,从本质上来说,是信息之间的沟通与交流。因此,研究意识形态的传播规律不仅要符合意识形态理论的基本原理,也要符合传播学的基本原理。值得注意的是,新媒体的出现创造性地突破传统媒体原有一贯的大众传播模式,形成了一个更为广泛的、更为深入、双向互动的传播模式,原来在传统媒体时代使用的传播方式、话语模式、传播心态都面临转型,使得意识形态传播借由新媒体这一载体变得更为迫切。实现主流意识形态最大程度的有效传播,其最终目的,是为了实现全体大众对主流意识形态内容最大程度上的认同。传统媒体时代,自上而下、中心至边缘的大众传播模式在新媒体出现后顷刻间被打破,受众在信息传播过程中的主观选择和感受被逐渐放大,使得主流意识形态的传播主体在实现有效传播的过程中须从传播客体、信息和效果的三维度重新出发,探索在复杂的网络环境中如何开展有效控制舆论导向。这个过程中,主流意识形态的专业传播者的除了适应权力结构的变化,还需要深入认识不同新媒体之间的本质区别和个性特征,发掘各类新媒介的比较优势并加以运用。主流意识形态的专业传播者应时刻关注新媒体的动态发展,时刻以开放创新的心态接纳新兴媒体,允许各方质疑,把握最佳时机,主动应难而上,占领线上线下两个舆论高地的主导权。
[Abstract]:The construction of mainstream ideology is not only an important content of the ideological and political work of the CPC, but also an important subject of the construction of the CPC's ruling ability. The rapid development of information technology has given birth to the new media culture in China, which makes the ideological communication work face unprecedented complexity. Taking the rapid development of new media culture as the background of the times, this paper tries to talk about how the mainstream ideology of our country adapts to the new and complex communication environment, in order to make some contributions to the effective communication of our mainstream ideology. The new media is supported by digital technology, at the same time, it breaks through the technical level, changes the way of thinking, behavior and even life style of human beings, and breaks through the boundary between the traditional forms of organizational communication, mass communication and interpersonal communication. And then gradually changed the existing organizational structure and power structure of human communication. The mainstream ideology of a country is the cohesion and consensus of a country. It has been accompanied by the need of communication since its birth. With the rapid development of the new media, there is no doubt that the construction of the mainstream ideology of our country needs to use the new media to broaden the communication path, to innovate the way of communication, and to realize the education of the mainstream ideology. The function of forming consensus. When it comes to new media, we have to stress that new media is actually a dynamic concept. After a series of new technological changes such as forums, blogs, Weibo, WeChat, mobile phone clients, and so on, we can foresee that, New technologies will continue to emerge in this era of rapid development, and today's new media will become "old media" in the future. The spread of ideology, in essence, is the communication and exchange between information. Therefore, the study of the law of the spread of ideology should not only accord with the basic principles of ideology theory, but also with the basic principles of communication. It is worth noting that the emergence of new media has creatively broken through the original and consistent mass communication model of traditional media and formed a more extensive, deeper, two-way interactive mode of communication. In the age of traditional media, the mode of communication, the mode of discourse and the mentality of communication are all facing transformation, which makes the communication of ideology become more urgent through the carrier of new media. To achieve the maximum effective dissemination of mainstream ideology, its ultimate goal is to achieve the public's recognition of the content of mainstream ideology to the greatest extent. In the era of traditional media, from top to bottom, the mode of mass communication from center to edge was broken immediately after the emergence of new media, and the subjective choice and feeling of the audience in the process of information dissemination was gradually enlarged. In order to realize the effective communication, the main body of the mainstream ideology should start from the three-dimensional degree of the object, information and effect of communication, and explore how to effectively control the public opinion in the complex network environment. In this process, the professional communicators of the mainstream ideology not only adapt to the change of power structure, but also need to deeply understand the essential differences and personality characteristics between different new media, explore the comparative advantages of all kinds of new media and make use of them. Professional communicators of mainstream ideology should always pay attention to the dynamic development of new media, accept new media with an open and innovative attitude, allow all parties to question, seize the best opportunity, and take the initiative to cope with the difficulties. Occupation of the line and below the line of the two highlands of public opinion dominant.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;D64
本文编号：2410676
[Abstract]:The construction of mainstream ideology is not only an important content of the ideological and political work of the CPC, but also an important subject of the construction of the CPC's ruling ability. The rapid development of information technology has given birth to the new media culture in China, which makes the ideological communication work face unprecedented complexity. Taking the rapid development of new media culture as the background of the times, this paper tries to talk about how the mainstream ideology of our country adapts to the new and complex communication environment, in order to make some contributions to the effective communication of our mainstream ideology. The new media is supported by digital technology, at the same time, it breaks through the technical level, changes the way of thinking, behavior and even life style of human beings, and breaks through the boundary between the traditional forms of organizational communication, mass communication and interpersonal communication. And then gradually changed the existing organizational structure and power structure of human communication. The mainstream ideology of a country is the cohesion and consensus of a country. It has been accompanied by the need of communication since its birth. With the rapid development of the new media, there is no doubt that the construction of the mainstream ideology of our country needs to use the new media to broaden the communication path, to innovate the way of communication, and to realize the education of the mainstream ideology. The function of forming consensus. When it comes to new media, we have to stress that new media is actually a dynamic concept. After a series of new technological changes such as forums, blogs, Weibo, WeChat, mobile phone clients, and so on, we can foresee that, New technologies will continue to emerge in this era of rapid development, and today's new media will become "old media" in the future. The spread of ideology, in essence, is the communication and exchange between information. Therefore, the study of the law of the spread of ideology should not only accord with the basic principles of ideology theory, but also with the basic principles of communication. It is worth noting that the emergence of new media has creatively broken through the original and consistent mass communication model of traditional media and formed a more extensive, deeper, two-way interactive mode of communication. In the age of traditional media, the mode of communication, the mode of discourse and the mentality of communication are all facing transformation, which makes the communication of ideology become more urgent through the carrier of new media. To achieve the maximum effective dissemination of mainstream ideology, its ultimate goal is to achieve the public's recognition of the content of mainstream ideology to the greatest extent. In the era of traditional media, from top to bottom, the mode of mass communication from center to edge was broken immediately after the emergence of new media, and the subjective choice and feeling of the audience in the process of information dissemination was gradually enlarged. In order to realize the effective communication, the main body of the mainstream ideology should start from the three-dimensional degree of the object, information and effect of communication, and explore how to effectively control the public opinion in the complex network environment. In this process, the professional communicators of the mainstream ideology not only adapt to the change of power structure, but also need to deeply understand the essential differences and personality characteristics between different new media, explore the comparative advantages of all kinds of new media and make use of them. Professional communicators of mainstream ideology should always pay attention to the dynamic development of new media, accept new media with an open and innovative attitude, allow all parties to question, seize the best opportunity, and take the initiative to cope with the difficulties. Occupation of the line and below the line of the two highlands of public opinion dominant.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;D64
【参考文献】
相关期刊论文 前10条
1 金伟;张思嘉;;当前我国非主流意识形态的传播途径与发展特点[J];学校党建与思想教育;2017年03期
2 孟岚;;官方微博舆论引导方式探究——以@共青团中央为例[J];今传媒;2016年10期
3 王少华;;高校微信公众平台服务功能探索[J];亚太教育;2016年27期
4 文大山;;挑战与回应:新媒体时代的意识形态话语权[J];中国社会科学院研究生院学报;2016年03期
5 周凯;;西方国家如何通过文化产业传播核心价值观[J];红旗文稿;2016年01期
6 揭晓;;论文化产业视阈下主流意识形态大众化传播[J];广西社会科学;2015年10期
7 董广安;刘思扬;;“双微”环境下移动网络公共领域的失范与对策[J];郑州大学学报(哲学社会科学版);2014年04期
8 杨永志;张艳;;论新媒体时代我国意识形态安全的维护[J];理论与现代化;2012年06期
9 徐海娜;;电影的力量——好莱坞与美国软权力[J];江苏行政学院学报;2009年04期
10 姚迎春;;运用文艺载体推动马克思主义大众化[J];思想政治工作研究;2009年06期
相关硕士学位论文 前1条
1 潘世瑾;新媒体环境下微信媒体公众账号中的“去媒体化”现象研究[D];浙江传媒学院;2015年
，本文编号：2410676
本文链接：https://www.wllwen.com/sizhenglunwen/2410676.html
