新媒体视阈下马克思主义大众化传播模式的现代转换

发布时间：2019-03-10 20:38

【摘要】：党的十七大首次提出“推动当代中国马克思主义大众化”,十八大再次强调“推进马克思主义的中国化、时代化和大众化”的时代课题。马克思主义大众化的终极旨向是“化大众”,即通过理论宣传、普及,取得实效,使之成为群众的思想自觉。新媒体时代,社会主义信仰与各种思潮相互交锋,大众化传播因此面临着严峻形势和全新挑战。如何在发展普及理论的同时,运用新媒体技术及理念与时俱进地、扎实有效地促进大众化传播,是践行马克思主义大众化传播的关键环节,同时也是为新媒体时代巩固社会主义信仰的必解之题。在传播中,受众接受与否是关键,接受程度则是重心,传播效果是重要衡量标尺。马克思主义能否深入群众,实现良好的传播效果,不仅在于理论的科学性,更在于传播手段和方法的合理运用。新媒体自身特征及优势,呼应时代浪潮中的革新趋势,为大众化传播提供新理念,奠定新平台,创造新条件。这就要求我们要善于从传播学视角,以内容产生、方式构建、主体转换、效果监督为根基,以“会用、用好”新媒体为必要条件,以“会说,说好”内容为要求,以“会转,转好”传播模式为根本准则,总结、反思、转换、探索出新的符合时代精神、契合现代理念的大众化传播模式。论文从大众化、传播与传播模式、新媒体及其优势等概念范畴的阐释入手,以历史概述的角度梳理大众化传播的历史进程,总结传统传播的成功经验与原则。在此基础上,提出大众化传播模式现代转换的时代课题,同时全面分析传播模式转换的可能性、必要性和方向性。新媒体的应用现状及其未来发展前景成为大众化传播模式转换的客观条件,而个人意识的增强以及大众主体性的发展为大众化传播模式转换提出新的主体可能和时代诉求。超越“精英倾向、内容宏大、方式单一、效果外在”的传播困境,客观上要求“回归大众、内容生活、多样表达、效果内在”。在明确转换方向的基础上,探寻大众化传播的现代建构路径,即“理念先行、主体丰富、制度为纲、话语通俗、经验辅助”的传播框架和内在结构的建立。用新媒体和新理念来引导大众化传播模式转换,丰富传播样态,有助于积淀新媒体时代下大众化传播在操作层面的理论储备,同时也推动大众化研究向纵深方向深研,向着科学化、有序化、规范化迈进。
[Abstract]:At the 17th National Congress of the Communist Party of China (CPC), "promoting the Popularization of Marxism in Contemporary China" was put forward for the first time. The ultimate aim of the popularization of Marxism is to "transform the masses", that is, to propagate the theory, popularize and obtain the actual effect, so as to make it become the ideological consciousness of the masses. In the new media era, socialist belief and various ideological trends meet each other, so popular communication is facing severe situation and brand-new challenges. How to make use of the new media technology and ideas to promote the popularization communication effectively while developing the popularization theory is the key link to practice the Marxism popularization communication, and how to use the new media technology and ideas to promote the mass communication with the times is the key link. At the same time, it is also a necessary solution for the consolidation of socialist belief in the new media era. In communication, audience acceptance is the key, acceptance degree is the center of gravity, and the effect of communication is an important measure. Whether Marxism can go deep into the masses and achieve a good communication effect lies not only in the scientific nature of the theory, but also in the rational use of the means and methods of communication. The characteristics and advantages of the new media echo the trend of innovation in the tide of the times, and provide a new idea, a new platform and a new condition for the popularization of communication. This requires us to be adept at producing content, constructing it in a way, transforming the main body, and supervising the effect from the perspective of communication science, take the new media as the necessary condition, take the content "will say, say well" as the requirement, and take the "will turn" as the requirement. Turn the "communication mode" into the basic criterion, summarize, reflect, change, and explore a new popular communication mode, which accords with the spirit of the times and accords with the modern idea. This paper begins with the explanation of the concept categories such as popularization, communication and communication mode, new media and its advantages, reviews the historical process of mass communication from the perspective of historical overview, and summarizes the successful experiences and principles of traditional communication. On this basis, the paper puts forward the topic of the modern transformation of the mass communication mode, and analyzes the possibility, necessity and direction of the transformation of the mass communication mode in an all-round way. The application status of new media and its future development prospect become the objective conditions for the transformation of popular communication mode, while the enhancement of individual consciousness and the development of mass subjectivity put forward a new subject possibility and the demand of the times for the transformation of mass communication mode. Surpassing the dilemmas of "elitist tendency, grand content, simple way and external effect", objectively requires "returning to the masses, content life, diverse expression, and effect inherent". On the basis of defining the direction of transformation, this paper explores the modern construction path of mass communication, that is, the establishment of the communication framework and internal structure of "idea first, rich subject, system as the outline, popular discourse and experience-assisted". Using new media and new ideas to guide the transformation of mass communication mode and enrich the mode of dissemination will help to accumulate the theoretical reserve of mass communication at the operational level under the new media era, and at the same time, it will also promote the further study of popular research in the direction of depth. To scientific, orderly, standardized progress.
【学位授予单位】：鲁东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;D61

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