新媒体时代高校主流意识形态话语权建构的路径探析

On the Construction Path of Discourse Power of Mainstream Ideology in Universities in the Media Era

高校是主流意识形态领域的重镇,建构高校主流意识形态话语权既是坚守主流意识形态前沿阵地的现实之需,也是创新主流意识形态灌输模式的迫切要求,新媒体的广泛发展应用为高校建构主流意识形态话语权带来了很多梗阻,但同时其海量多样化的传播内容、平等交互化的传播方式和快速便捷化的传播速度,也成为助推高校主流意识形态话语权建构的有利特点,新媒体时代建构高校主流意识形态的话语权创新路径主要包括:线上线下和内宣外宣“一体式”的开展、媒介利用和理论水平“双素养”的强化、话语主体和话语受众“双向化”的互动以及形式创新与内容为王“并进式”的发展。

Universities are important towns in the mainstream ideological field,Constructing the mainstream ideological discourse power in universities is not only the realistic need to stick to the front position of mainstream ideology,but also an urgent requirement to innovate the mainstream ideological indoctrination model.The extensive development and application of new media has brought a lot of obstacles and obstruction to the construction of mainstream ideological discourse power.But at the same time,it has a massive and diversified communication content,an equal and interactive communication mode and a fast and convenient communication speed.It has also become a favorable feature of boosting the construction of mainstream ideological discourse power in colleges and universities.In the new media era,construction of university mainstream ideological voice innovation path mainly includes:integration of online-offfine and internal-external publicity,media utilization and theoretical level of"double literacy",two-wayinteraction of discourse subject and audiences of"double literacy"and paralleling development of form innovation and content being the king.