自媒体时代主流意识形态领导话语权问题探析

An Exploration of the Mainstream Ideology's Leading Right of Speech in the Era of Self-Media

在自媒体时代,主流意识形态传播具有平民化、大众化的主体,通俗化、碎片化的内容,多样化、简便化的传播方式,即时性、爆炸化的传播效果。自媒体时代意识形态领导话语权存在主流意识形态的传播容易受干扰、教育浸润效果减弱、传播效率相对降低、传播遭遇"沉默效应"困境、非主流意识形态传播监管困难等问题。可以从创新方法手段、加强互联网内容建设和畅通监督反馈渠道三个层面进行路径选择,从而实现自媒体平台治理能力的现代化,确立主流意识形态的领导话语权。

In the era of self-media,dissemination of the mainstream ideology is characterized by its civilian and common subjects,popular and fragmented contents,diversified and simplified methods of transmission as well as instant and explosive effects. There are many difficulties to intensify the mainstream ideology's leading right of speech in the era of self-media,such as the easily disturbed dissemination of the mainstream ideology,its weakened infiltrating effect and relatively decreased transmission efficiency,the "Silence Effect " dilemma,and difficult supervision of the dissemination of non-mainstream ideology. A path can be found from three layers of innovating methods,strengthening internet content construction and opening up supervision and feedback channels to realize the modernization of the self-media governance and maintain the mainstream ideology's leading right of speech.