摘要
新媒体的出现改变了原有的传播生态,草根拥有更多发声机会,媒体与受众关系由不平等走向平等,依托传统媒体垄断优势的主流意识形态传播面临巨大的挑战。更新理念、调整话语方式、创新话语体系、精准把握话语对象、培养大量传播正能量的意见领袖、净化话语环境是应对新挑战的重要举措,但意识形态的性质在新媒体时代没有改变,要掌握意识形态话语权,使主流意识形态为群众信服,仍然要不断推进理论创新,增强主流意识形态对现实的解释力。
New media has changed the original ecology of communication,and grassroots have more opportunities to voice their opinions.This phenomenon brings about the change of the relationship between media and audience from inequality to equality,and enormous challenge to mainstream ideology whose dissemination has relied on the advantages gained from traditional media monopoly..To cope with these new challenges,the mainstream ideology should take such important measures as to update its thinking,to adjust its mode of discourse,to innovate its discourse system,to accurately grasp the audience of its discourse,to train opinion leaders who can spread positive energy,and to purify the discourse environment.But the nature of ideology has not changed in the new media era.To grasp the right of ideological discourse,to convince the masses,the mainstream ideology should constantly promote its theoretical innovation and enhance its explanatory power of reality.
出处
《中国社会科学院研究生院学报》
CSSCI
北大核心
2016年第3期12-16,共5页
Journal of Graduate School of Chinese Academy of Social Sciences
关键词
新媒体
意识形态话语权
解释力
new media
the right of ideological discourse
explanatory power
