新时代主流意识形态微传播的问题研判与实现路径

The Problem Judgment and Realization Path of Micro Communication of Mainstream Ideology in the New Era

微传播改变了信息的传递方式和传播环境,极大丰富了主流意识形态的呈现方式,当前主流意识形态微传播面临着三大困境,即传播受众注意力的偏离、高质量传播内容供给的缺失和传播管理约束的疲软;新时代主流意识形态微传播的构建要着眼于问题困境,聚焦受众注意力生产,塑造主流意识形态微传播的影响力;优化高质量内容供给结构,提升主流意识形态微传播的辐射力;强化管理效能,推进主流意识形态微传播的整合力。

Micro communication is changing the way of information transmission and communication environment,and greatly enriching the presentation of mainstream ideology.At present,micro communication of mainstream ideology is facing three major difficulties,namely,the deviation of audience attention,the lack of highquality content supply and the weakness of management constraints;The construction of micro communication of mainstream ideology in the new era should start from the problem dilemma,strengthen attention production,and shape the influence of micro communication of mainstream ideology;optimize the supply structure of high-quality content and enhance the radiation of micro communication of mainstream ideology;Implement management efficiency and enhance the integration of micro communication of mainstream ideology.