新媒体境遇下提升我国主流意识形态传播力的研究

Dilemma and Transcendence:Enhancing the Propagation of Mainstream Ideology through New Media

新媒体带来社会传播形态的深刻变革,直接影响主流意识形态传播的效果。根据时代变迁和党的中心任务的变化,主流意识形态呈现出不同的话语体系和传播形态。这需要从困境与超越的双重维度中系统分析新媒体发展与主流意识形态传播的耦合、新媒体条件下主流意识形态传播的现实挑战、主流意识形态传播力的指征及应然状态。面对新媒体"双刃剑"效应,主流意识形态要主动转型,提升传播力,主要有五大路径:塑造专业的传播主体、构建生活化的传播内容、发挥全面立体的传播功能、采取大众化的传播话语、提升传播受众的认同度。

The emergence of new media has brought about profound changes in public communication,which has a direct impact on the propagation of mainstream ideology. At the same time,in agreement with the changes of the times and the central task of the Communist Party of China,the mainstream ideology will acquire different discourse systems and be publicized in different forms. The propagation of the mainstream ideology is faced with unprecedented opportunity as well as difficulty in this age of new media. In the light of this,we have to give a systematic analysis to such issues as how to make the propagation of mainstream ideology dovetail with the development of new media,how to meet the actual challenges facing the propagation of mainstream ideology in the context of new media and how to understand the indicators and should-be status of the propagation of mainstream ideology. Facing the double-edged sword effect produced by new media,we have to actively transform the dissemination of mainstream ideology and enhance its propagation effect. This can be achieved through the following five approaches：to build a professional force of propagation;to construct ideological products closely related to people＇s daily life;to fully harness the power of new media;to talk about the ideology in a language people are familiar with;and to promote the audience＇s affinity with what is propagated.