铸牢中华民族共同体意识的公共传播机制

A Study of Public Communication Mechanisms for Forging a Sense of Community for the Chinese Nation

在简要阐述新时代公共传播的理论指导与技术支撑的基础上,论文分析了铸牢中华民族共同体意识的公共传播所面临的若干现实问题,进而从目标导向机制、传播策略与路径、传受者间互动性评估机制、效果与价值评价反馈机制等四个方面研究了公共传播机制构建。其中,公共传播策略与路径包括传播定位重构、传播多元主体及传播渠道的优化整合、传播话语体系的构建、传播的思维、手段与话语应势而变、传播技术路径、网络意识形态风险防控等六个方面。

The in-depth development of new network media has greatly affected the political,economic,cultural,and even social order as well as the public life of society,and has also prompted the rise of public communication research and applications related to the two-way interaction between technology and society. Faced with the great task of forging a sense of community for the Chinese nation,the task of public communication is to give full play to its role as a bridge. Related research indicates that the the technical support for public communication is delivered by a new network medium,such as “Internet +”.The public communication that would be able to strengthen the consciousness of the Chinese national community faces some practical challenges:First,there are problems in the construction of public communication itself,both of an objective and subjective nature;second,the new network media have given rise to several problems to public communication,such as the effects of the coexistence of the diversification of communication subjects and the emotionalization of public opinion,the coexistence of large amounts of communication content and the homogeneity of information content.This article proposes that in the process of consolidating the consciousness of the Chinese national community through public communication,one should first have a goal-oriented mechanism in place. Then,this research suggests the following communication strategy and implementation plan:1) In the aspect of optimizing and integrating multiple communication subjects and communication channels,the technical realization ideas by means of “Internet + short video/newspaper/radio/television”can be adopted;2) The construction of a communication discourse system would include a mainstream discourse method with an important guiding role,a discourse system reflecting traditional cultures and images of various ethnic peoples,a discourse system that reflects Chinese culture and images of the Chinese nation shared by all ethnic groups,and a discourse system of new network media;3) In terms of communication changing adapting to different situations,it may be concluded from the findings that communication should shift from content-centered to audience-centered,customized communication methods based on audience classification portraits,and “soft communication” discourse;4) Concerning communication technology,we could make use of integrated communication of“short video + mainstream guidance and cultivation”based on the “Internet +”platform,integrated communication of “short video +culture and image”,and sharing and co-creation communication of“short video + public”;and 5)Prevention and mitigation of online ideological risks mainly include the prevention and resolution of network extreme nationalism,the prevention and resolution of the infiltration and destruction of international hostile forces,the guidance and resolution of the negative impacts of We-media with insufficient political guidance and scrutiny on the netizens,especially the young people. Finally,this research recommends that we should have an interactive evaluation mechanism between the transmitter and receiver,as well as a feedback mechanism of effect and value evaluation including the specific methods of effect evaluation and value evaluation.