从分化走向融合:新媒体意识形态建设的共识向度

From Differentiation to Fusion:Consensus Dimension of New Media Ideological Construction

新媒体分化传播潜藏的意识形态风险主要表现在三个方面:一是新媒体工具逻辑驱动下的实用主义带来受众意识形态批判力的弱化;二是新媒体实践逻辑主导下边缘话语的在线民主狂欢对受众秩序认知和正义话语体系的离散;三是新媒体行动逻辑鼓噪下的趋利主义对受众意识形态价值取向的异化。其背后隐匿的政治生成线路则相应地表现为以意见的预设进行意识形态话语表征,以消费主义文化的表意实现意识形态信仰暗示,以多元价值的排序营造意识形态的虚拟意见集体。新时代社会主义意识形态建设必须重视对这些分化异化的问题、影响、风险及演化理路的深刻洞察与分析,以凝聚共识为基本向度,着力于意见共享、集体引导和政治身份认同等维度,强化建构新媒体意识形态的共识机制、价值解读机制和文化导向机制。

The ideological risks behind the differentiated communication of new media are mainly in three aspects:one is the weakening of the audience′s ideological critical power caused by the pragmatics which is driven by the tool logic of new media,another is the dispersion of the audience′s order awareness and social justice discourse system caused by the online democratic carnival of marginal discourse which is guided by the practice logic of new media,and the third is the alienation of the audience′s ideological value orientation caused by the profit-seeking doctrine which is incited by the action logic of new media.The hidden political generative lines are accordingly characterizing ideological discourses by opinions presupposition,implicating ideological beliefs by the ideographic meaning of consumerism culture,and creating virtual opinion collectives by the ranking of multiple values.In the construction of social mainstream ideology in the new era,we must pay attention to the profound insight and analysis on the problems,influences,risks and evolutionary paths of these ideological differentiation and alienation,and focus on strengthening the consensus mechanism,value interpretation mechanism and cultural guidance mechanism,so as to promote ideological convergence of new media from the dimensions of opinion sharing,collective guidance and political identity.