新意见群体的现实逻辑及其对主流意识形态的影响——基于传播性媒体的视域

The Realistic Logic of the New Opinion Group and Its Influence on the Mainstream Ideology: Based on the Horizon of Spreadable Media

新意见群体作为新兴的网络信息传播者,是伴随着Web 2.0技术的兴起、从普通网民中形成并发展起来的意见生产者。新意见群体的产生有其内在的现实逻辑,在传播性媒体时代,新意见群体逐渐取代网络意见领袖的地位而变得愈加重要,对主流意识形态在传播性媒体中的传播效果造成了一定的影响。它对主流意识形态的传播具有遮蔽权威性、消解主流意识形态传播效果等负面影响,同时也对主流意识形态的传播有正面作用,能够提升主流意识形态的叙事能力和传播能力。如何引导新意见群体配合官方主流媒体,扩大和巩固主流意识形态的话语优势是意识形态工作中的难点,为此,应加强对新意见群体的规范与引领,做好对新意见群体的统战服务工作,优化对传播性媒体的监管,积极宣传主流价值观,引导新意见群体走出拟态环境,推动主流意识形态的良性传播。

As an emerging network information disseminator,the new opinion group is an opinion producer who has formed and developed from ordinary netizens along with the rise of Web 2.0 technology.The emergence of new opinion groups has its inherent practical logic.In the era of spreadable media,new opinion groups have gradually replaced the status of online opinion leaders and become increasingly important,exerting certain effects on the dissemination of media in the mainstream ideology.It has a negative influence on the dissemination of mainstream ideology,such as masking authority to eliminate the transmission effect of mainstream ideology,and also has a positive effect on the dissemination of mainstream ideology,which can improve the narrative ability and communication ability of mainstream ideology.How to guide the new opinion groups to cooperate with the official mainstream media,expand and consolidate the superiority of mainstream ideology is the difficulty in ideological work.We should strengthen the regulation and guidance of new opinion groups,do a good job in the united front service for new opinion groups,optimize the supervision of communication media,actively promote mainstream values,guide new opinions groups out of the mimetic environment,and promote the benign spread of mainstream ideology.