新媒体语境下主流意识形态在抖音平台的传播研究——以《觉醒年代》为例

A Study on the Spread of Mainstream Ideology on Douyin in the Context of New Media—Taking The Age of Awakening as an example

抖音平台为新媒体语境下主流意识形态的传播提供了新型创意平台,显著提升了传播效果。抖音短视频在传播主流意识形态过程中出现了视频内容同质化严重,传播时混杂商业利益,传播的随意性与规范性存在落差等问题。化解这些问题需要国家政策的支持和整合,对短视频平台的规范性进行管理,需要鼓励更多的传播者利用科技手段和创新形式积极参与到主流意识形态的传播中。

The Douyin platform provides a new creative platform for the dissemination of mainstream ideology in the context of new media,which significantly improves the dissemination effect.In the process of disseminating mainstream ideology,short videos of Douyin have encountered serious homogeneity of video content,mixed commercial interests during dissemination,and there is a gap between the randomness and standardization of dissemination.Solving these problems requires the support and integration of national policies,the normative management of short video platforms,and the need to encourage more communicators to actively participate in the dissemination of mainstream ideology by using scientific and technological means and innovative forms.