美德传播的发展历程与逻辑理路

The Development and Logic of Virtue Communication

2020年10月,党的十九届五中全会明确提出,"加强网络文明建设,发展积极健康的网络文化",这一战略性国策与从主流媒体的流量向善履责到自媒体的优质内容传播实践趋势正相契合,而与之相对应的积极健康传播理论尚不多见。从美德这一积极健康网络文化的内在价值入手,回溯至多学科的历史纵向与学科横向中梳理美德传播的逻辑理路,尝试在研究对象和理论基础等方面建构美德传播学,进而夯实积极健康网络文化的理论体系。

In October 2020,the Fifth Plenary Session of the 19th Central Committee of the CPC clearly announced a policy of strengthening the construction of network civilization and developing a positive and healthy network culture.The strategic national policy agrees with the responsibility of both mainstream media and self-media to provide good and high-quality content,but corresponding communication theory is still lacking.Starting with virtue,the intrinsic value of positive and healthy network culture,this paper traces the logic of virtue transmission in and between different disciplines and attempts to construct virtue communication in terms of research object and theoretical basis,so as to consolidate the theoretical system of the positive and healthy network culture.