元宇宙数字虚拟空间场域主流意识形态话语权建设探赜

An Exploration of the Construction of Mainstream Ideological Discourse Power in the Metaverse Digital Virtual Space Domain

元宇宙本质上具有强烈的意识形态属性。元宇宙营造出一种脱胎于现实,并与现实相平行的数字虚拟空间。在这个数字虚拟空间中,元宇宙所固有的去中心化、互动性、开放性特质,重构了媒介生态和话语传播结构,构成意识形态话语权竞争的新场域。凭借先发技术优势,西方国家将元宇宙作为其对外进行意识形态渗透和数字殖民的新工具。同时,元宇宙所塑就的拟态环境、信息茧房、数字鸿沟、资本逻辑,不断消解着主流意识形态话语的凝聚力、引导力、传播力、影响力。新时代为了提高主流意识形态话语传播实效,必须高度关注元宇宙这个主流意识形态话语权建设的新“变量”,不断革新主流意识形态话语权的建构理念和建构策略,实现元宇宙技术理性和价值理性的统一,让元宇宙更好地服务于主流意识形态话语权建设。

The metaverse inherently possesses strong ideological attributes.It creates a digital virtual space that is derived from yet parallels reality.Within this digital virtual space,the inherent traits of decentralization,interactivity,and openness reconstruct the media ecology and discourse dissemination structure,forming a new arena for competition in ideological discourse power.Leveraging their advan-tages in technologies,Western countries use the metaverse as a new tool for ideological infiltration and digital colonization.Meanwhile,the simulated environment,information cocoon,digital divide,and logic of capital created by the metaverse continuously undermine the cohesion,guidance,dissemi-nation,and influence of mainstream ideological discourse.In the new era,to improve the effective-ness of mainstream ideological discourse dissemination,it is necessary to pay close attention to this new“variable”for constructing mainstream ideological discourse power.Innovation must be exercised continuously in the construction concepts and strategies of mainstream ideological discourse power,so as to realize the unity of metaverse technological rationality and value rationality,and enable the metaverse to better serve the construction of mainstream ideological discourse power.