“受众本位”下把握网络意识形态领域话语权的挑战与策略

发布时间：2019-05-19 11:36

【摘要】：以自媒体为代表的新兴媒体的迅速发展促使信息传播真正实现从"传者本位"到"受众本位"的转换,并给国家网络意识形态工作带来一系列挑战,尤其是信息甄别难度加大、信息传播"去中心"化趋势严重、信息管控难度加大和主流媒体满足受众需要能力不足问题突出。适应"受众本位",把握国家网络意识形态领域话语权需坚持多方共治并及时调整策略:一是转变管理理念,官方积极主动介入民间舆论平台;二是转变工作理念,创新宣传教育手段,以尊重受众个体需要为前提,致力于改变个体信念;三是转变经营理念,把主流媒体平台打造成真正的公共论坛;四是践行法治理念,严惩违法信息传播相关责任者。
[Abstract]:The rapid development of emerging media, represented by the media, promotes the transformation of information dissemination from "communicator standard" to "audience standard", and brings a series of challenges to the ideological work of the national network, especially the difficulty of information screening. The trend of "decentralization" of information dissemination is serious, the difficulty of information management and control is increasing, and the lack of ability of mainstream media to meet the needs of the audience is prominent. In order to adapt to the "audience standard" and grasp the right of speech in the field of national network ideology, it is necessary to adhere to the co-governance of many parties and adjust the strategy in time: first, to change the management concept and take the initiative of the government to intervene in the platform of public opinion; Second, change the concept of work, innovate the means of publicity and education, respect the individual needs of the audience as the premise, committed to changing individual beliefs, third, change the business philosophy, the mainstream media platform into a real public forum; Fourth, practice the concept of the rule of law, severely punish those responsible for the dissemination of illegal information.
【作者单位】：中南大学马克思主义学院;
【基金】：国家社科基金一般项目“基于网络社会管理的高校校园网络舆论环境研究”(项目编号:13BKS085)阶段成果
【分类号】：G206

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