“圈层化”视域下网络主流意识形态话语面临的挑战及其应对

The Challenges and Countermeasures Faced by Mainstream Ideological Discourse on the Internet from the Perspective of“Circle-stratification”

“圈层化”是网络社群发展的新趋势,在此背景下的“信息茧房”效应、“群体极化”倾向和“交互区隔”程度不断被强化,致使“圈层化”视域下网络主流意识形态话语出现内容失调、权威失落和传播壁垒等现实困境。当下,话语之所以难以“破圈”,究其原因在于算法机制窄化话语传播渠道、圈内典型意见削弱话语认同以及圈层壁垒阻碍话语“入圈”。因此,必须打造新媒体传播矩阵、加强良性互动交往、推动圈内外话语联动,实现话语窘境超越,从而提升话语的穿透力、认同度和辐射力。

“Circle-stratification”is a new trend in the development of Internet communities.Under this background,the effect of“information cocoon”,the tendency of“group polarization”and the degree of“interaction separation”are constantly strengthened,resulting in the realistic dilemma of content imbalance,authority loss and communication barrier in the mainstream ideological discourse on the Internet from the perspective of“Circle-stratification”.At present,the reason why discourse is difficult to“break the circle”is that the algorithm mechanism narrows the communication channel of discourse,the typical opinions in the circle weaken the discourse identity,and the circle barriers prevent discourse from“entering the circle”.Therefore,it is necessary to build a new media communication matrix,strengthen benign interaction,promote discourse interaction inside and outside the circle,and achieve the transcendence of discourse dilemma,so as to enhance the penetration,recognition and radiation of discourse.