自媒体意识形态话语权建构的情景演变与策略选择

Scene Evolution and Strategy Selection of the Construction of Ideological Discourse Power of We Media

自媒体技术赋权在带来个人信息崛起的同时也带来了流动性、碎微化和个性化的"多维时间",带来了私人空间公共化与公共空间私人化的"混溶空间"。自媒体让"浏览式"阅读成为一种习惯,催生了以"超级注意力"为基础的"浅表化"认知模式。面对全新的时空结构和认知模式,自媒体意识形态话语权建构必须要优化传播策略,要做到"政治议题生活化"与"生活议题政治化"相贯通,建构理性化和情感化相结合的综合叙事模式。要处理好信息监管与话语自由的边界,形塑他律与自律机制的有效衔接,要将关注整体的宏观认知与关注个体的微观认同相结合。

The empowerment of"we media"technology not only brings the rise of ordinary personal information,but also brings the"multidimensional time"of fluidity,fragmentation and individuation,and the"miscible space"of Publicity of private space and privatization of public space"we media"makes"browsing"reading a habit and gives birth to"superficial"cognitive mode based on"hyper attention".In the face of the new space-time structure and cognitive mode,the construction of ideological discourse power of we media must optimize the spread strategy,try to achieve the connection between"political life issues"and"Life oriented political issues",and construct a comprehensive narrative mode combining rationalization and emotion.In order to deal with the boundary between information supervision and freedom of discourse,and form the effective connection between heteronomy and self-discipline mechanism,it is necessary to combine macro cognition with micro identity of individuals.