【摘要】：隨著互聯(lián)網(wǎng)不斷地普及和發(fā)展,以微博、微信為代表的自媒體逐漸融入我國普通大眾的生活,自媒體開啟了互聯(lián)網(wǎng)生活的全新時代,從根本上顛覆了傳統(tǒng)媒體自上而下、單向的信息傳播模式。自媒體傳播主體的廣泛性、傳播內(nèi)容的隨意性、傳播方式的多樣性給我國主流意識形態(tài)傳播和建設(shè)帶來新情況、新問題,特別是新興自媒體對主流話語權(quán)、網(wǎng)絡(luò)輿論場域的影響值得進行深入的研究。論文在認真研讀國內(nèi)外前沿理論成果的基礎(chǔ)上,對自媒體和社會主義主流意識形態(tài)的概念和特點做出清晰地界定,分析了自媒體傳播要素特征并著重對自媒體傳播主體進行系統(tǒng)劃分,總結(jié)梳理了馬列經(jīng)典作家以及中國共產(chǎn)黨人不同歷史時期關(guān)于意識形態(tài)理論的重要闡釋。黨的十八大以來,習(xí)近平總書記多次強調(diào)掌握互聯(lián)網(wǎng)話語權(quán)、營造良好網(wǎng)絡(luò)輿論氛圍的重要性,在新思路、新理念的指導(dǎo)下,我國自媒體平臺主流意識形態(tài)建設(shè)已經(jīng)取得初步發(fā)展。一方面把現(xiàn)實社會主流意識形態(tài)的一元性延伸至自媒體空間,同時創(chuàng)新了多樣化意識形態(tài)傳播方式和多維度的話語平臺,另一方面,自媒體時代為主流意識形態(tài)建設(shè)營造了新氛圍、擴展了新途徑,培養(yǎng)了自媒體普通用戶的新意識,這些都為自媒體時代主流意識形態(tài)的建設(shè)創(chuàng)造了有利環(huán)境。自媒體平臺主流意識形態(tài)建設(shè)雖然取得了一定的成績,但是基于自媒體本身的弱點和監(jiān)管不完善等原因,在面對國外技術(shù)、語言層面的壟斷,多元化思潮的沖擊以及國內(nèi)的網(wǎng)絡(luò)雜音的威脅時,主流意識形態(tài)也會出現(xiàn)輿論引導(dǎo)力失靈,在自媒體平臺“失語”、“失力”等現(xiàn)象,主流意識形態(tài)主動適應(yīng)性和輿論掌控力捉襟見肘。自媒體時代主流意識形態(tài)傳播建設(shè)的依托載體、傳播理念、話語方式都與傳統(tǒng)媒體有著顯著差別,因此要提升主流意識形態(tài)在自媒體平臺的影響力和感召力,不但要借鑒主流意識形態(tài)建設(shè)的傳統(tǒng)方式、方法,還要根據(jù)自媒體平臺的特點選取適合的建設(shè)路徑,提升現(xiàn)階段主流意識形態(tài)的吸引力
[Abstract]:With the continuous popularization and development of the Internet, the self-media represented by Weibo and WeChat have gradually integrated into the life of the ordinary people in our country. The self-media has opened a new era of Internet life, and fundamentally subverted the traditional media from top to bottom. One-way mode of information dissemination. The extensiveness of the main body of media communication, the arbitrariness of the content of communication, and the diversity of communication methods have brought new situations and problems to the dissemination and construction of mainstream ideology in our country, especially the emerging right of the media to speak to the mainstream. The influence of network public opinion field is worthy of further study. On the basis of studying the domestic and foreign frontier theoretical achievements, the paper clearly defines the concepts and characteristics of the self-media and the mainstream ideology of socialism. This paper analyzes the characteristics of the elements of self-media communication and emphasizes on the systematic division of the main body of self-media communication, and summarizes and combs the important interpretations of ideology theory of the Marxist-Leninist classic writers and the Chinese Communists in different historical periods. Since the 18th National Congress of the Party, General Secretary Xi Jinping has repeatedly stressed the importance of mastering the right to speak on the Internet and creating a good atmosphere of public opinion on the Internet. Under the guidance of new ideas and new ideas, The construction of mainstream ideology of self-media platform in China has made a preliminary development. On the one hand, it extends the monism of the mainstream ideology to the media space, at the same time, it innovates the mode of communication of the diversified ideology and the multi-dimensional discourse platform, on the other hand, The media era has created a new atmosphere for the construction of mainstream ideology, expanded new ways, and cultivated the new consciousness of ordinary users of self-media, which has created a favorable environment for the construction of mainstream ideology in the era of self-media. Although the mainstream ideology construction of self-media platform has made some achievements, due to the weakness of self-media and imperfect supervision and other reasons, in the face of foreign technology, language monopoly, With the impact of the pluralistic trend of thought and the threat of the domestic network murmur, the mainstream ideology will also have a failure in leading public opinion, such as "aphasia" and "loss of power" in the media platform. The active adaptability of mainstream ideology and the control of public opinion are overstretched. Since the media era, the construction of mainstream ideology communication is based on the carrier, the communication concept, the mode of discourse are significantly different from the traditional media, so it is necessary to enhance the influence and inspiration of mainstream ideology in the self-media platform. We should not only draw lessons from the traditional ways and methods of mainstream ideology construction, but also select suitable construction paths according to the characteristics of media platform, so as to enhance the attraction of mainstream ideology at the present stage.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：D64

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