新媒体视域下的高校主流意识形态宣传:挑战、机遇和工作路径

Mainstream Ideological Propaganda in Colleges and Universities from the Perspective of New Media:Challenges,Opportunities and Working Paths

新媒体的发展为新时期高校意识形态宣传带来了诸多挑战,如挑战着主流意识形态宣传阵地的管理,消解着宣传工作实效,冲击着传统的宣传方式等。但同时,也带来了机遇:拓展了主流意识形态的传播路径;丰富了主流意识形态的传播资源。把握新媒体的特点和优势,守住网络宣传阵地,创新宣传机制,加强网络宣传队伍建设,有助于推动主流意识形态宣传与时俱进,增强宣传工作的针对性和实效性。

The development of new media has brought many challenges to the ideological propaganda of colleges and universities in the new era, such as the management of mainstream ideological propaganda positions, the dispelling of effectiveness of publicity, and the impact of traditional propaganda methods. But at the same time, it also brings opportunities: expanding the communication path and enriching the communication resources of mainstream ideology.Grasping the characteristics and advantages of new media, holding the positions of online propaganda, innovating the publicity mechanisms and strengthening the construction of online publicity teams will help promote the mainstream ideological propaganda to keep pace with the times and enhance the pertinence and effectiveness of propaganda work.