超越“占领思维”:媒体融合时代主流意识形态传播模式的转型路径

The Transformation Path of the Mainstream Ideology Communication Model in the Age of Media Convergence:beyond Occupation Thinking

主流意识形态的有效传播在新媒体主导的后真相政治时代遭遇"脱媒"的巨大挑战,其政治整合功能呈现某种程度的式微。内容为王、渠道为王、终端融合是主流意识形态传播的三个不同阶段,其共同点是认为只有通过"占领"才能提升主流意识形态传播的有效性。媒体融合时代主流意识形态的有效传播是由传播内容与传播渠道两个因素共同决定的,这两种因素的匹配形成了萌芽型、发展型、过渡型、理想型四种传播模式。向理想型传播模式的转型还需要尽可能地避免意外后果。

The effective dissemination of mainstream ideology has met the great challenge of＂disintermediation＂in the post-truth political era dominated by new media.The function of political integration is declining to some extent.Content is king,channel is king,and terminal integration is the three different stages of mainstream ideology communication,their common ground is that only through the＂occupation＂can improve the effectiveness of the spread of mainstream ideology.But in reality the effective communication of media convergence era mainstream ideology is determined by the transmission contents and transmission channels,both of which can be summarized as four ideal types of transmission：sprout type,development type,transition type and ideal type.The transition to an ideal propagation model also requires the greatest possible avoidance of unintended consequences.