主流意识形态传播力评估体系研究

Research on Promoting the Communication Power of Mainstream Ideology

主流意识形态传播力是主流意识形态藉由一系列媒介技术与传播内容的优化选择,实现公众对其核心思想的内化于心和自觉践行的效能,是文化魅力的内容层软实力、前沿精准的技术层媒介力以及高共鸣度的效果层影响力的综合体现,是观测社会凝聚力、衡量党和政府公信力及影响力的重要尺度。以此界定和涵义为基础,本文采用德菲尔法对初设指标和专家征询结果进行整理分析,形成由内容传播指征、传播技术指征、传播效果指征等3个主要测度指标,15个具体指标构成的评估体系;通过层次分析法测算各个指标的权重,相对来说传播技术和传播效果是评估主流意识形态传播力时两个更为重要的指标,进一步得出主流意识形态传播力评估指数测算模型,对提升主流意识形态传播力具有一定的针对性和可操作性。

The communication power of mainstream ideology is how mainstream ideology realizes the effectiveness of public internalization and conscious practice of its core ideas by means of a series of media technology and content optimization choices.It is a comprehensive reflection of the soft power of the content layer of cultural charm,the media power of the front precise technology layer and the influence of the effect layer of high resonance.It is also a measure of social cohesion,the credibility and influence of the Party and government.On the basis of this definition and meaning,this paper collates and analyzes the initial indicators and expert-consultation results by using the Delphi to form an evaluation system consisting of 3 main indicators which includes content communication,communication technology as well as communication effect,and 15 specific indicators.Then it calculates the weight of each indicator by the method of AHP,which shows that communication technology and communication effect are the two more important indicators used to evaluate the communicative power of mainstream ideology.Finally,a model for evaluating the communicative power of mainstream ideology is obtained which may do good for promoting the communicative power of mainstream ideology.