[1]邢晓红*.新媒体境遇下提升我国主流意识形态传播力的研究[J].南京师范大学学报(社会科学版),2016,(06):011.
　XING Xiao-hong.Dilemma and Transcendence：Enhancing the Propagation ofMainstream Ideology through New Media[J].Journal of Nanjing Normal University (Social Science Edition),2016,(06):011.
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新媒体境遇下提升我国主流意识形态传播力的研究
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《南京师范大学学报（社会科学版）》[ISSN:1006-6977/CN:61-1281/TN]

卷:
期数:
2016年06期
页码:
011
栏目:
当代意识形态问题研究专题
出版日期:
2016-12-30

文章信息/Info

Title:
Dilemma and Transcendence：Enhancing the Propagation ofMainstream Ideology through New Media
作者:
邢晓红*
江苏省中国特色社会主义理论体系研究基地南京师范大学社会主义意识形态研究中心，210023
Author(s):
XING Xiao-hong
关键词:
主流意识形态; 新媒体; 传播力
Keywords:
mainstream ideology; new media; propagation effect
摘要:
新媒体带来社会传播形态的深刻变革，直接影响主流意识形态传播的效果。根据时代变迁和党的中心任务的变化，主流意识形态呈现出不同的话语体系和传播形态。这需要从困境与超越的双重维度中系统分析新媒体发展与主流意识形态传播的耦合、新媒体条件下主流意识形态传播的现实挑战、主流意识形态传播力的指征及应然状态。面对新媒体“双刃剑”效应，主流意识形态要主动转型，提升传播力，主要有五大路径：塑造专业的传播主体、构建生活化的传播内容、发挥全面立体的传播功能、采取大众化的传播话语、提升传播受众的认同度。
Abstract:
The emergence of new media has brought about profound changes in public communication，which has a direct impact on the propagation of mainstream ideology. At the same time，in agreement withthe changes of the times and the central task of the Communist Party of China，the mainstream ideology willacquire different discourse systems and be publicized in different forms. The propagation of the mainstreamideology is faced with unprecedented opportunity as well as difficulty in this age of new media. In the lightof this，we have to give a systematic analysis to such issues as how to make the propagation of mainstreamideology dovetail with the development of new media，how to meet the actual challenges facing the propagationof mainstream ideology in the context of new media and how to understand the indicators and should-be statusof the propagation of mainstream ideology. Facing the double-edged sword effect produced by new media，we have to actively transform the dissemination of mainstream ideology and enhance its propagation effect.This can be achieved through the following five approaches：to build a professional force of propagation；toconstruct ideological products closely related to people’s daily life；to fully harness the power of new media；totalk about the ideology in a language people are familiar with；and to promote the audience’s affinity with whatis propagated.

相似文献/References:

[1]高慧军 王 宇.新媒体公共文化服务合作供给的博弈策略及保障机制[J].南京师范大学学报(社会科学版),2015,(05):051.
　GAO Hui-jun,WANG Yu.Game Analysis and Guarantee Mechanism for the Cooperative Supply of Public Cultural Services by New Media[J].Journal of Nanjing Normal University (Social Science Edition),2015,(06):051.
[2]史献芝 严凤莲.转译界面：夯实民众对主流意识形态认同的恰切进路[J].南京师范大学学报(社会科学版),2016,(04):030.
　SHI Xian-zhi,YAN Feng-lian.Making the Mainstream Ideology Translatable at Different Interfaces：An Appropriate Approach to Consolidating People’s Identification with It[J].Journal of Nanjing Normal University (Social Science Edition),2016,(06):030.
[3]张晶晶*.新媒体语境下孝观念的当代呈现与话语建构——基于微博数据的NVivo 分析[J].南京师范大学学报(社会科学版),2018,(02):015.
　ZHANG Jing-jing.The Current Representation and Discursive Construction of FilialPiety in the Context of New Media：An NVivo Analysis of DataCollected from Sina Weibo[J].Journal of Nanjing Normal University (Social Science Edition),2018,(06):015.

备注/Memo

备注/Memo:
* 法学博士，江苏省中国特色社会主义理论体系研究基地南京师范大学社会主义意识形态研究中心博士后、副教授，210023。本文是国家社科基金重大项目“习近平总书记意识形态建设系列重要讲话的理论贡献和实践要求研究”（15ZDA002）、国家社科基金一般项目“后现代语境下思想政治教育的转型与超越研究”（15BKS124）、中宣部文化名家暨“四个一批”人才工程资助项目、中国博士后科学基金项目（第58 批）“新媒体条件下思想政治教育现代转型研究”（2015M580447）、江苏高校社科基金项目“马克思人性论视角下思想政治教育的现代性困境及其路径选择”（2015SJD209）和江苏省“青蓝工程”科技创新团队的研究成果。
更新日期/Last Update: 2016-12-31