短视频主流意识形态传播的价值、问题与完善策略

On the Value,Problem and Perfect Strategy of Mainstream Ideology Dissemination of Short Videos

短视频作为一种高频推送、即时观看、内容丰富、时长较短的互联网传播方式,深刻影响着人们的交往行为和交往方式,为主流意识形态在网络世界的延续提供了新方式、新平台和新阵地。短视频的"短方式""短时长""短内容"在一定程度上提升了主流意识形态传播的参与感、感召力和匹配度,但也严重影响了主流意识形态的主导地位、大众认同、多维传播、凝聚力和引领力。必须坚持意识形态领导原则,牢牢掌握主流意识形态的话语权;规范用户管理,有力拓展主流意识形态的传播深度;拓展传播主体,有效扩大主流意识形态的受众范围;丰富话语体系,切实增强主流意识形态的凝聚力和引领力。

Short video,as a internet communication method with the features of high-frequency push,instant viewing,rich content,and short-duration,has a profound impact on people’s communication behavior and communication methods.It provides a new way,a new platform and a new place for the continuation of mainstream ideology in the online world.The"short way","short duration",and"short content"of short videos have improved the sense of participation,charisma,and degree of matching of mainstream ideology communication to a certain extent.However,it also seriously affected the dominant position,public identification,multi-dimensional communication,cohesion and leadership of mainstream ideology.Therefore,we must adhere to the principles of ideological leadership and firmly maintain the dominant position of mainstream ideology.With that,we should standardize user management and further expand the depth of mainstream ideology communication,expand the scope of receivers of mainstream ideology and enrich the discourse system to enhance the cohesion and leadership of the mainstream ideology effectively.