传播学视域下主流意识形态引领力的五维建设

On Five-dimensional Construction of Mainstream Ideology Leading Force from Perspective of Communication

借用拉斯韦尔“5W”传播模型,从引领主体、引领媒体、引领客体、引领话语和引领情境五个维度来审视当前我国主流意识形态引领力建设。发现平权传播的流行、媒体矩阵的调整、民众理性的缺失、引领话语的空泛和传播情境的移动化等变化对主流意识形态引领力建设带来了新挑战,可通过建设高素养的传播队伍、推进媒体融合传播、培养民众公共理性、强化话语体系创新、塑造井然有序的引领情境等路径有效提升主流意识形态的说服力、影响力与感召力。

Based on Raswell s“5W”communication model,the study examines the construction of the current China s mainstream ideology leading force from the following dimensions:leading the subject,leading the media,leading the object,leading the discourse and leading the situation.It is found that the popularity of equal power communication,the adjustment of the media matrix,the absence of civic rationality,the generalization of leading discourse and the mobility of the communication situation have brought some new challenges to the construction of the mainstream ideology leading force.We can effectively improve the persuasion,influence and appeal of the mainstream ideological by building a high-quality communication team,promoting media fusion communication,cultivating the public rationality,strengthening the innovation of discourse system,and shaping the orderly leading situation.