全媒体时代受众分析对思想政治教育效果提升的启示

Enlightenment of Audience Analysis to Improvement of Ideological and Political Education in All-Media Age

全媒体时代的到来,彻底颠覆了信息与受众的主客关系,信息不再作为一个被动的名词出现,而是转变为由以前的"人找信息"变成了现在"信息找人";年轻受众是全媒体时代注意力市场的消费主体,同时也是思想政治教育的重要对象,这意味着人在哪儿,思想政治教育的重点就在哪儿,在思想政治教育过程中,思想政治教育工作者应该利用全媒体实现对年轻受众的有效覆盖,妥善处理鼓励充分表达与坚持舆论导向、稳住阵地和移动优先、技术手段与信息内容、守正传承与融合创新的辩证关系,贯彻"用得好才是真本事"的要求,推动加快"全媒体+思想政治教育"发展新态势。

The advent of the all-media era has completely subverted the relationship between information and audience. Information no longer appears as a passive noun, it changes from "people looking for information" to "information looking for people". Young audiences are not only the main consumers of attention market in the all-media era, but also the important objects of ideological and political education. This means that priority in ideological and political education lies in the places wherever the people are. In the process of ideological and political education, ideological and political educators should use the all-media to achieve effective coverage of young audiences. The educators should properly handle the dialectical relationship between encouraging full expression and adherence to public opinion orientation, stabilizing positions and mobile priorities, technological means and information content, upholding integrity, inheritance and integration of innovation. Also the educators should implement the requirement of "applying well is the real skill" and promote the new trend of "all media + ideological and political education".