智媒时代主流意识形态的传播风险及应对策略

Communication Risk and Coping Strategies of the Mainstream Ideology in the Era of Intelligent Media

从纸媒时代到智媒时代,传统的单向信息接收方式被互动交流的沉浸式体验所代替,带来了信息交流方式的巨大变革,使得意识形态传播呈现传播主体多元化、传播方式碎片化、传播内容去中心化、传播风险隐蔽化等“四大特征”。同时,媒体传播生态中对流量和算法的放任,为各种非主流意识形态的传播提供了契机,无形中增加了主流意识形态被排斥的风险,具体表现为“算法推荐”致使信息盲从,消解了主流意识形态的传播力;“信息快餐”冲淡了理性思考,消解了主流意识形态的整合力;“资本逻辑”操纵舆论走向,消解了主流意识形态的感召力。因此,要从根本上化解主流意识形态的传播风险,就需要建构一套以提升主流意识形态传播效能为主旨的应对策略。

From the era of paper media to the era of intelligent media,traditional one-way information reception methods have been replaced by immersive experiences of interactive communication,bringing about a huge change in information exchange methods.This has led to four major characteristics of ideological communication:diversification of communication subjects,fragmentation of communication methods,decentralization of communication content,and concealment of communication risks.At the same time,the indulgence of flow and algorithm in the media communication ecology provides opportunities for the dissemination of various non mainstream ideologies,invisibly increasing the risk of mainstream ideologies being excluded.Specifically,“algorithm recommendations”lead to blind information adherence and erode the dissemination power of mainstream ideologies;“Information fast food”dilutes rational thinking and dissolves the integration power of mainstream ideology;“Capital logic”controls the trend of public opinion,and eliminates the appeal of mainstream ideology.Therefore,in order to fundamentally resolve the communication risks of mainstream ideology,it is necessary to construct a set of coping strategies aimed at improving the effectiveness of mainstream ideology communication.