主流媒体“微思政”的微博传播及其优化路径

On the Spread and Optimination of“Micro Ideology and Politics Education”of the Mainstream Media on Microblog

基于“长尾理论”的“微思政”是在“互联网+”创新驱动下的思想政治教育传播新样态,众多微传播的叠加可以取得主渠道般的“巨效果”。利用主流媒体的微博开展“微思政”传播,是将思想政治教育落细落小落实的现实路径。在微博传播中,主流媒体的“微思政”信息逐级呈现出个体传播、群体传播到大众传播的样态。要营造可管可控的清朗微博空间,需重视主流媒体“微思政”的建设,促进“微思政”信息传播样态的扩大和深化。主流媒体“微思政”的深度传播还关涉诸多因素,应着力于意见领袖、媒体融合、媒介素养、传播话语等多方面的优化管理和建设。

The“Micro Ideology and Politics Education”based on the“Long Tail Effect”is a new mode to explore the Ideology and Politics Education under the context of innovation-driven development of“Internet Plus”,and the superposition of numerous microblogging approaches can achieve a“great effect”like the mainstream media.“Micro Ideology and Politics Education”using the mainstream media is a realistic way to implement the Ideology and Politics Education concretely.Through microblogging,the information of“Micro Ideology and Politics Education”gradually enters the flow of intrapersonal communication,group communication and mass communication.For this end,it is imperative to create a controllable and clear Microblog space,attach importance to the necessity of“Micro Ideology and Politics Education”,actively promote the microblogging of“Ideology and Politics Education”information,and promote the expansion and upgrading of the information spreading mode for“Micro Ideology and Politics Education”.The in-depth spread of“Micro Ideology and Politics Education”also involves multiple factors,but more attention should be attached to the optimal management and construction of opinion leadership,media convergence,media literacy,and communication discourse.