媒体融合发展下主流意识形态的传播路径探析

Communication Path of Mainstream Ideology in Media Convergence Development

在深刻把握"互联网+"所构建的传播新格局下,辩证看待媒体融合发展为传播主流意识形态带来的机遇与挑战:虽然数字技术为主流意识形态提供了新的传播手段,平台合作在一定程度上强化了主流意识形态的话语权,人民群众在传播中的角色更加积极,但与此同时也伴随着传播主体不适应线上身份、网络空间社会思潮"圈层化"和传播语境碎片化等诸多挑战。要充分结合时代规律,通过激发个人民族文化情怀寻找共同载体,重构互联网时代主流意识形态的传播话语,实现传播意义的增值,以及以用户为核心搭建多功能移动平台等方式,来提升主流意识形态的传播能力。

With the new communication pattern of "Internet+",we need to take a dialectical view of the opportunities and challenges brought about by media convergence for the dissemination of mainstream ideology. Digital technology provides means of dissemination for the mainstream ideology. Platform cooperation to some extent strengthens the voice of mainstream ideology,The role of the people in the dissemination is more active. However, we need to be aware of the challenges. For instance, the main body of communication does not adapt to the online identity.The cyberspace is riddled with divided thoughts and segmented contexts. Therefore, we should fully adapt to the change of the time and seek common inspiration of national culture and feelings.By building communication discourse of mainstream ideology in the Internet era, adding value to communication, and building user-centered multi-functional mobile platform, we will be able to improve the communication capability of mainstream ideology。