微信对主流意识形态传播有效性的影响研究

发布时间：2019-02-13 00:03

【摘要】：作为信息技术快速发展的产物,微信对主流意识形态传播有效性的影响是双重的。从积极方面来看,"强关系"社交强化传播主体的可信度,即时互动增强传播客体的情感共鸣度,多元信息表达增强传播内容的可接受度,"点对点"传播提升传播媒介的精准度。从消极方面来看,传播主体权威性弱化,传播客体感知性减弱,传播内容主导性变弱,传播媒介可操作性分流。微信境遇下提升主流意识形态传播有效性的路径:重构主客体关系,提升传播客体媒介素能,优化内容表达,运用好数字技术。
[Abstract]:As a product of the rapid development of information technology, WeChat has a dual impact on the effectiveness of the mainstream ideology. From a positive point of view, the "strong relationship" strengthens the credibility of the communication subject, the immediate interaction enhances the emotional resonance of the communication object, and the multiple information expression enhances the acceptability of the communication content. Point-to-point communication enhances the accuracy of the media. On the negative side, the authority of the communication subject is weakened, the perception of the communication object is weakened, the dominant content of the communication is weakened, and the media can be operated. Under the circumstances of WeChat, the way to enhance the effectiveness of mainstream ideology communication is to reconstruct the relationship between subject and object, to enhance the ability of communication and object vectors, to optimize the expression of content, and to make good use of digital technology.
【作者单位】：中共上海市委党校第五分校〈上海市经济管理干部学院〉;中共中央党校;
【基金】：2017年度河南省哲学社会科学规划项目“制度领导与治理现代化研究”(2017BSH016)的阶段性成果
【分类号】：G206

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