【摘要】：主流意識形態(tài)建設是中國共產黨思想政治工作的重要內容,也是中國共產黨執(zhí)政能力建設的重要課題。信息技術快速發(fā)展的勢頭催生了中國的新媒體文化,使得意識形態(tài)傳播工作面臨著前所未有的復雜境況。本文以新媒體文化的高速發(fā)展為時代背景,試談我國的主流意識形態(tài)工作如何適應全新復雜的傳播環(huán)境,以期為實現我國主流意識形態(tài)的有效傳播做出些許貢獻。新媒體以數字技術為支撐,同時突破技術層面,更深層次地改變人類思維方式、行為方式乃至生活方式,突破了傳統形式的組織傳播、大眾傳播與人際傳播之間的界限,進而逐步改變了人類溝通現存的組織結構和權力結構。一國的主流意識形態(tài)是該國凝聚力與共識的所在,它從誕生以來便伴隨傳播的需求。在當今新媒體急速向前發(fā)展的勢頭下,我國主流意識形態(tài)建設毫無疑問地需要借由新媒體這一傳播介質拓寬傳播路徑、創(chuàng)新傳播方式,實現主流意識形態(tài)的教育大眾、凝聚共識的功能。談及新媒體,不得不強調的是,新媒體其實是一個動態(tài)的概念,歷經論壇、博客、微博、微信、手機客戶端等一系列新技術更迭后,可以預見的是,更新的技術必將在這個飛速發(fā)展的時代不斷地涌現,今天的新媒體將成為日后的“舊媒體”。意識形態(tài)的傳播,從本質上來說,是信息之間的溝通與交流。因此,研究意識形態(tài)的傳播規(guī)律不僅要符合意識形態(tài)理論的基本原理,也要符合傳播學的基本原理。值得注意的是,新媒體的出現創(chuàng)造性地突破傳統媒體原有一貫的大眾傳播模式,形成了一個更為廣泛的、更為深入、雙向互動的傳播模式,原來在傳統媒體時代使用的傳播方式、話語模式、傳播心態(tài)都面臨轉型,使得意識形態(tài)傳播借由新媒體這一載體變得更為迫切。實現主流意識形態(tài)最大程度的有效傳播,其最終目的,是為了實現全體大眾對主流意識形態(tài)內容最大程度上的認同。傳統媒體時代,自上而下、中心至邊緣的大眾傳播模式在新媒體出現后頃刻間被打破,受眾在信息傳播過程中的主觀選擇和感受被逐漸放大,使得主流意識形態(tài)的傳播主體在實現有效傳播的過程中須從傳播客體、信息和效果的三維度重新出發(fā),探索在復雜的網絡環(huán)境中如何開展有效控制輿論導向。這個過程中,主流意識形態(tài)的專業(yè)傳播者的除了適應權力結構的變化,還需要深入認識不同新媒體之間的本質區(qū)別和個性特征,發(fā)掘各類新媒介的比較優(yōu)勢并加以運用。主流意識形態(tài)的專業(yè)傳播者應時刻關注新媒體的動態(tài)發(fā)展,時刻以開放創(chuàng)新的心態(tài)接納新興媒體,允許各方質疑,把握最佳時機,主動應難而上,占領線上線下兩個輿論高地的主導權。
[Abstract]:The construction of mainstream ideology is not only an important content of the ideological and political work of the CPC, but also an important subject of the construction of the CPC's ruling ability. The rapid development of information technology has given birth to the new media culture in China, which makes the ideological communication work face unprecedented complexity. Taking the rapid development of new media culture as the background of the times, this paper tries to talk about how the mainstream ideology of our country adapts to the new and complex communication environment, in order to make some contributions to the effective communication of our mainstream ideology. The new media is supported by digital technology, at the same time, it breaks through the technical level, changes the way of thinking, behavior and even life style of human beings, and breaks through the boundary between the traditional forms of organizational communication, mass communication and interpersonal communication. And then gradually changed the existing organizational structure and power structure of human communication. The mainstream ideology of a country is the cohesion and consensus of a country. It has been accompanied by the need of communication since its birth. With the rapid development of the new media, there is no doubt that the construction of the mainstream ideology of our country needs to use the new media to broaden the communication path, to innovate the way of communication, and to realize the education of the mainstream ideology. The function of forming consensus. When it comes to new media, we have to stress that new media is actually a dynamic concept. After a series of new technological changes such as forums, blogs, Weibo, WeChat, mobile phone clients, and so on, we can foresee that, New technologies will continue to emerge in this era of rapid development, and today's new media will become "old media" in the future. The spread of ideology, in essence, is the communication and exchange between information. Therefore, the study of the law of the spread of ideology should not only accord with the basic principles of ideology theory, but also with the basic principles of communication. It is worth noting that the emergence of new media has creatively broken through the original and consistent mass communication model of traditional media and formed a more extensive, deeper, two-way interactive mode of communication. In the age of traditional media, the mode of communication, the mode of discourse and the mentality of communication are all facing transformation, which makes the communication of ideology become more urgent through the carrier of new media. To achieve the maximum effective dissemination of mainstream ideology, its ultimate goal is to achieve the public's recognition of the content of mainstream ideology to the greatest extent. In the era of traditional media, from top to bottom, the mode of mass communication from center to edge was broken immediately after the emergence of new media, and the subjective choice and feeling of the audience in the process of information dissemination was gradually enlarged. In order to realize the effective communication, the main body of the mainstream ideology should start from the three-dimensional degree of the object, information and effect of communication, and explore how to effectively control the public opinion in the complex network environment. In this process, the professional communicators of the mainstream ideology not only adapt to the change of power structure, but also need to deeply understand the essential differences and personality characteristics between different new media, explore the comparative advantages of all kinds of new media and make use of them. Professional communicators of mainstream ideology should always pay attention to the dynamic development of new media, accept new media with an open and innovative attitude, allow all parties to question, seize the best opportunity, and take the initiative to cope with the difficulties. Occupation of the line and below the line of the two highlands of public opinion dominant.
【學位授予單位】：江西財經大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206;D64

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