“自媒体”时代青年感性意识形态传播的自我呈现与价值认同

Self-presentation and Value Recognition about Youth’s Perceptual Ideology Communication in the Era of We-Media

移动技术、手机媒体、互联网络的深度融合,使得自媒体已经渗透到人们日常生活秩序中,带来了高校大学生意识形态教育方式方法的深刻变革,实现了大学生意识形态教育走向网络化、感性化和生活化。文章认为,高校辅导员主持的微信公众号传播内容呈现出自成一体的宣传风格,并进一步从网络主体视角分析了不同传播风格背后的特征,即“仪式性知识生产”、“生活化的价值传播”和“趣群化的媒体融合”。辅导员微信公众号的“感性意识形态”传播呈现出共性和个性的统一,有利于大学生对传播内容的认同;“话语模式的主体回归”、“价值表达的日常风格”和“解读文本的情境转换”有助于我们能更好地理解当下青年在新环境下的价值认同。

The integration of mobile technology, mobile media and internet has deeply made we-media aprofound change in everyone’s daily life, which has also changed the way of ideological education of college students, and has already realized the ideological education towards networking, perceptual and life-oriented. The study selects WeChat public account as the object. Firstly, WeChat public account present special propaganda style of the college counselors, the individual interview further tells the meaning of different communication styles from the perspective of network subjects such as college students. That is“ the production of ritual knowledge”,“the value of life-world”, and“ the media integration of interest grouping”. The results show that“ sensible ideology” communication of the counselors’ WeChat public account is good for the recognition of the contents.“Objects return”,“ daily style” and“ contextual interpretation” help us to better understand the value recognition of youth in the new media environment.