摘要
廉洁文化建设作为一体推进不敢腐、不能腐、不想腐的基础性工程,必须坚持抓紧抓实抓好。民族地区廉洁文化建设更为关键,可推动各民族坚定“五个认同”,助力中华民族共同体建设。本文聚焦廉洁文化建设体系中关键组成部分——廉洁文化传播,将传播学中“5W”传播模式作为理论框架,以四川省甘孜藏族自治州、阿坝藏族羌族自治州和凉山彝族自治州作为研究对象,对“廉洁甘孜”“阳光阿坝”“凉山清风”等公众号进行分析,对上述地区居民进行访谈调研,研究社交媒体廉洁文化传播效应,发现民族地区社交媒体传播廉洁文化存在用户黏度不强,信息内容精度不够,导致阅读量、点赞量及评论量都比较少,总体传播力不足等问题,提出加强传播主体建设,提升廉洁文化“编码”能力;坚持“内容为王”,讲好廉洁故事;把握社交媒体特征,做好渠道品牌建设;以受众特征为导向,提升受众对廉洁文化“译码”能力;避免“单向度”传播,及时调研反馈等策略建议。
This research paper focuses on the communication of integrity culture(considered a key component of a construction system of integrity culture)of official social media accounts—such as“Integrity Ganzi”,“Sunny Aba”and“Liangshan in the Breeze”—in Ganzi Tibetan Autonomous Prefecture,Aba Tibetan and Qiang Autonomous Prefecture,and Liangshan Yi Autonomous Prefecture,located in Sichuan Province,China.The analysis included,for example,the number of articles posted,the number of readers,the number of likes,the number of comments,the theme of dissemination,and the mode of dissemination;the theoretical framework of“5W”communication mode in the communication was used for this research.Meanwhile,50 inhabitants of the above areas were interviewed and investigated in an effort to study the effect of social media on the dissemination of integrity culture.The analysis found that since the 18th CPC National Congress,ethnic minority areas have been able to lift the construction of integrity culture to an important position,utilizing social media(such as official accounts and Weibo)actively to disseminate integrity culture.Every official account in the regions under investigation basically has been maintaining a frequency of posting one article per day,with a robust spreading initiative,which has achieved certain results,established“official”authority,and gained relatively good user evaluation.Results additionally showed,however,that there are still problems.For example,the user viscosity hasn't been strong and the information content hasn't been precise enough either,resulting in fewer reads,likes,and comments;in other words,the overall communication power has been insufficient.Therefore,in response to the above problems,this paper puts forward suggestions on how to further enhance the effect of social media in spreading integrity culture in ethnic minority areas.Firstly,the construction of the main body of communication should be strengthened and the“coding”ability of integrity culture enhanced.A“cod
作者
周思宇
颜军
陈丽
Zhou Siyu;Yan Jun;Chen Li(School of Marxism,Sichuan University,Chengdu,610065,Sichuan;Teachers'Work Department of the Party Committee,Southwest Minzu University,Chengdu,610041,Sichuan;School of Mathematics,Southwest Minzu University,Chengdu,610225,Sichuan,China)
出处
《民族学刊》
北大核心
2023年第8期128-139,168,共13页
Journal of Ethnology
基金
教育部人文社科一般项目“一带一路”建设中的腐败风险防控研究(ZZX1788)阶段性成果
关键词
民族地区
廉洁文化
社交媒体
传播效应
ethnic minority areas
integrity culture
social media
communication effect
