短视频场域下主流意识形态认同的现实境遇及提升策略

The realistic situation and promotion strategies of mainstream ideological identity in the short video field

短视频是继文字、图片、长视频之后兴起的又一种互联网内容传播载体,深刻改变着网络传播格局和舆论生态,已成为意识形态交锋角逐的主要场域和前沿阵地。短视频场域给主流意识形态认同带来了一系列新机遇:短视频视听化呈现、个性化推荐、裂变式传播的特征,可以给人“沉浸式的体验感”和“拟真化的在场感”,可促进主流意识形态内容的智能化生产,推动主流意识形态传播迅速抢占热点和回应舆情,有助于提高主流意识形态的传播温度、改善投递精度及扩大辐射广度。同时,意识形态领域的许多新问题新情况都是因网而生、因网而增的,短视频场域也给主流意识形态认同带来了一系列新的挑战:多元化格局冲击主流意识形态的政治权威性、碎片化信息消解主流意识形态的理论系统性、娱乐化语境遮蔽主流意识形态的价值崇高性,使得公众对主流意识形态的认同取向变得迷茫、认同内容趋于表面、认同情感逐渐淡化。鉴于此,应通过把好主方向、唱响主旋律、优化主渠道、筑牢主阵地等策略,化挑战为契机,在坚持主流引领中提升政治认同,在加大优质供给中提升理论认同,在创新话语表达中提升情感认同,在多元主体协作中提升行为认同,切实提升主流意识形态认同效果。

As another Internet content dissemination carrier emerging after text,picture and long videos,short video has profoundly changed the pattern of network communication and the ecology of public opinion,and has become the main field and forefront of ideological competition.The short video field has brought new opportunities to mainstream ideology:the characteristics of audio-visual presentation,personalized recommendation and fissional transmission give people“a sense of immersive experience”and“a realistic sense of presence”.It not only promotes the intelligent production and accurate distribution of mainstream ideological content,but also facilitates the dissemination of mainstream ideology to quickly seize hot spots and respond to public opinion,which improves the broadcasting temperature,recommendation accuracy and radiation breadth of the mainstream ideology.In the meanwhile,many new problems and situations in the field of ideology arise and increase because of internet.The short video field also brings new challenges to the mainstream ideological identity:the impact of diversified patterns on the political authority of mainstream ideology,the theoretical systematicity of fragmented information to eliminate mainstream ideology,and the value sublimity of entertainment context obscuring mainstream ideology.As a result,the public identity towards the mainstream ideology is confused and shallow,with weakening emotional attachment.In view of this,we ought to effectively take control of the main direction,play the general melody,optimize the major channel,solidify the central position to turn challenges into opportunities.We should also enhance political identity while leading mainstream guidance,augment theoretical identity while increasing high-quality supply,enhance emotional identity in innovative discourse expression and strengthen behavioral identity in multi-subject collaboration to effectively improve the effect of mainstream ideological identity and faithfully promote the recognition of mainstream ideology.