新媒体领域高校主流意识形态传播面临的挑战与创新

Challenges and Innovations Faced by the Universities Mainstream Ideology Dissemination in the Field of New Media

青年学生对主流意识形态的认同是高校主流意识形态传播力最重要的衡量标准。以“三微一端”为代表的新媒体深刻地影响着高校主流意识形态传播机制,“去中心化”的传播趋势导致“把关人”机制弱化,“裂变式”的传播形式导致舆论控制难度大幅提高。新的传播环境下高校主流意识形态传播创新势在必行。以新文明理念引导高校主流意识形态传播,变革高校主流意识形态传播方式由“灌输式”转向“互动交流”;创新主流意识形态的传播内容,在提升公信力的同时增强吸引力和说服力;改变传统主流意识形态传播的话语表达方式,打破主流意识形态与青年学生之间的隔阂,提高高校主流意识形态传播力,守好意识形态安全“生命线”。

Young students’identification with the mainstream ideology is the most important measure of the dissemination power of the mainstream ideology in universities.The new media which is represented by“WeChat,Weibo,Micro video and mobile client”has profoundly influenced the dissemination mechanism of mainstream ideology in universities.The dissemination trend of“decentralization”has led to the weakening of the“gatekeeper”mechanism,and the“fission”dissemination form has led to a significant increase in the difficulty of public opinion control.Under the new dissemination environment,the innovation of the mainstream ideology in universities is imperative.We should use the concept of new civilization to guide the dissemination of the mainstream ideology of universities,and reform the dissemination mode of mainstream Ideology in universities from“indoctrination”to“interactive communication”;We should innovate the content of dissemination of mainstream ideology,enhance the attractiveness and persuasion while enhancing the credibility;We should change the expression of traditional mainstream ideology,break down the barriers between mainstream ideology and young students,improve the dissemination of mainstream ideology in universities,guard the“life line”of ideological security.