在场与浸润:构筑中华民族共同体语境下新媒体内容产播的两个向度

Presence and Infiltration: Two Dimensions of New Media Content Creation and Dissemination in the Context of Constructing the Community for the Chinese Nation

新媒体生态颠覆了人们媒介接触的方式并继而影响其现实认知的建构。具体到民族认同,基于新媒体产生的云族群已经呈现出和原生族群产生发展完全不同的建构逻辑,且这种逻辑可以为构筑中华民族共同体所用。对两大央媒新媒体平台相关内容的框架分析显示,现有内容在价值引导、制作质量上有较大优势,但在内容数量、跨平台适应性和内容多元吸取与传播上尚待加强。需具备基本的在场意识和把握有效浸润的人文核心及传播架构。

The new media ecosystem has radically changed the way people interact with media as such.Communication has evolved from an indirect interaction with“people”to“penetration”into all aspects of social life,becoming the infrastructure of social life that supplies all required resources.The characteristics of“intermediation”between all aspects of social life provide a new opportunity to influence an individual s perception of reality.In terms of national identity,whether it is at the level of“substance”or“consciousness”,it emphasizes a symbolic common identity;this identity expresses itself through a series of unique symbolic“keys”that are shared among its members-and not among non-members-which lead to a self-recognition of membership and a sharing of the group identity.The new media s publishing of diverse content as well as independent participation by the public provide a platform and pathway for users to form a new consensus“key”online.Based on the new media,“cloud ethnic grouping”has shown a completely different design logic compared with“original ethnic grouping”.It completely transcends the boundary of the“original ethnic group”and even has nothing to do with blood relations,geography,customs,or other elements that once were vital for the construction of the“original ethnic group.”Instead,the online ethnic community s consistency and mobility have displayed amazing“community”characteristics.This article analyzes the content released in the first quarter of 2021 by relevant new media accounts operated by the two major Chinese state-run media:the People s Daily and China Central Television.Results suggest that both means of communication possess obvious advantages in content quality because of their profoundly ideological subject-matter and consistent high-standard programming.Nonetheless,results also suggest that there are some deficiencies:low quantity of relevant reports,uneven time distribution,and“self-designed”restrictions,such as insufficient use and guidance of social media platforms and content creation.Therefore,understanding the need for“presence”is a basic guarantee for mass media with corresponding responsibilities to be able to steer public opinion concerning ethnic content,and it is also the basic prerequisite for continuously deepening the identity of various ethnic groups through media publicity.Constructing a comprehensive use of all communication means and mining the identity“keys”to promote a deep cultural and value identity of all members of the Chinese nation,constitute respectively the technology and content needed for“infiltration”dissemination.Special attention should also be paid to the creation,and representation of content that reflects the core humanistic values of the community for the Chinese nation,to the avoidance of cultural spoon-feed,to engendering an individual“self-identity”of the media s audience,and to building a conscious and strong national identity for the whole country.