摘要
"十三五"期间,中国新媒体在传播力、引导力、影响力、公信力四个方面实现了从突围到跨越:短视频和直播电商成为提升新媒体传播力的新标配、政策导引+舆论引导实现了新媒体引导力的双向提升、全媒体传播格局助力主流媒体影响力提升、技术赋能下国家数字化治理质效倒逼新媒体公信力提升。然而,面对"四力"突围中媒介技术、短视频、媒体融合、主流意识形态和网络空间社会治理等领域的问题,"十四五"时期应着力于构建情感与信息传播的共同体、丰富短视频的内容生态、实现优质内容与用户的深度连接、媒体融合注重存量和质化改革、加快建构网络空间社会思潮的内容风控和预警机制、推动网络治理向数字网络治理转型,为"十四五"时期新媒体"四力"的跨越提供合理路径。
During the "13th Five-Year Plan" period,China’s new media have made great achievements,especially they have made breakthroughs and leapfrogged the barriers in four areas:dissemination,guidance,influence,and credibility.Short video and live broadcast e-commerce have empowered the new media in terms of dissemination capacities.The policy guidance combined with public opinion guidance have contributed to the two-way improvement of the guidance of new media,the all-media communication pattern,which helps the mainstream media to increase its influence,and the new media technology,which empowers the digitalized governance and forced the new media to increase its credibility.However,facing problems in the fields of media technology,short video,media integration,mainstream ideology,and cyberspace social governance when trying to achieve "four forces" breakthrough,efforts should be made to build a community of emotion and information dissemination during the "14th Five-Year Plan" period.The content ecology of short video has materialized the deep connection between high-quality content and users.In the meanwhile,media convergence focuses on quantitative as well as qualitative reform.Besides,accelerating the construction of content risk control and early warning mechanisms for public opinion in cyberspace,as well as promoting the transformation of network governance to digital network governance will provide a reasonable path for the new media to leap forward during the "14th Five-Year Plan".
作者
李明德
赵琛
LI Ming-de;ZHAO Chen(School of Journalism and New Media,Xi'an Jiaotong University,Xi'an 710049,China;School of Marxism,Xi'an Jiaotong University,Xi'an 710049,China)
出处
《编辑之友》
CSSCI
北大核心
2021年第1期11-20,共10页
Editorial Friend
基金
2018年度教育部哲学社会科学研究重大攻关项目“改革开放四十年来大众媒介与社会思潮传播研究”(18JZD022)
国家社会科学基金项目“智媒时代主流意识形态传播力的实现机制研究”(20CKS048)。
关键词
新媒体
“四力”
“十三五”
“十四五”
new media
"four forces"
"13th Five-Year Plan"
"14th Five-Year Plan"
