信息碎片化时代新媒体在高校主流价值维护中的运用——以民族高校官方微信为例
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摘要
信息碎片化的时代,新媒体成为形塑学生世界观的重要工具。民族高校经以学校官方微信为龙头的新媒体宣传矩阵,从新媒体工作意识、运行机制、品牌竞争角度形成了成熟的工作机制,通过面向主体诉求的选题、高效的传播形式设计、交互传播方式选择,获得了新的话语优势。民族高校将新媒体建设导向思政工作,使新媒体的传播力变成一种教育力。新媒体通过提供一个合适的议题,让学生在参与议题的过程中去认识问题,由议程设置引导主流价值观形成。民族高校的新媒体依靠塑造共同体意识,对群体成员的价值观和行为形成约束力,使得主流价值得以巩固,学生的媒介素养得以提升,学生在面向复杂环境时,具备了更强的鉴别能力,在维护主流价值观时更加坚定。
In the era of information fragmentation,the discourse power of traditional elites will inevitably be weakened. How to maintain and consolidate mainstream cultural values while respecting multiple values is a question worth of thinking about. We Chat,Blogs and other kinds of new social media are playing more and more important roles in the daily lives of young students. They have become important channels for the college students to access information,and important tools shaping their worldview. In the era of information fragmentation,a significant task is how to maintain mainstream values through the new media,and is one that universities and colleges have to think about. Minzu universities have been actively exploring the development of the new media,and have achieved some initial successes by constructing a series of new media( platforms),including the construction of an official WeChat( platform). An analysis of cases from six Minzu universities can provide us with a reference for analyzing how to effectively use the new media to safeguard mainstream values. Equal and interactive communication between multiple subjects is a prominent feature in the era of information fragmentation. So,it is no longer effective if we simply copy the mechanisms from traditional media. Actually,setting up a working mechanism that adapts to the rules of dissemination in the era of information fragmentation is the basis for the universities and colleges to safeguard mainstream values through the new media.After several years of practical experiences,the six Minzu universities have formed a publicity matrix for the new media led by their official WeChat platforms. Equal communication in the era of the new media requires not ignoring the audience,so,the subject of communication must take notice of the audience,take the needs of the audience as their starting point for communication,and change their models of communication according to the needs of the audience. The universities and colleges have adapted to this new communication situation,changed the work consciousness of the new media into an equal and interactive perspective,established a new media operating mechanism that adapts to rapid dissemination,promoted the construction of new media in universities and colleges through brand competition,and formed a set of working mechanisms which adapt to the rules of the new media. Through selecting subject-oriented topics,designing an efficient form of communication which adapts to the era of information fragmentation,and selecting ways of interactive communication which are based on the differentiation between"hot and cold"media,Minzu universities and colleges have actively conducted an analysis of the rules of the new media,gained a new discourse advantage,and successfully transformed the communication power of the new media into an educational tool.Because the way college students think is both critical and innovative,Minzu universities are more likely to provide a suitable topic,and help the students to recognize problems in the process of thinking about the topic and form values that areconsistent with mainstream values. The Spiral of Silence theory believes that people use the mass media to judge mainstream opinions,and this influences their judgment and expression. In this process, the mass media has strengthened the"spiral of silence",and has also shaped both individual and collective opinions. The official WeChat platform of Minzu universities has transformed the value judgments of the community into a group consensus by shaping community consciousness. It has a constraining force with regard to the values and behaviors of group members,thus,strengthening mainstream values and giving them a more powerful emotional appeal. By actively building the official We Chat platform and other new media in Minzu universities,the students have improved their knowledge and judgment regarding the nature of the media,the frequent skills and methods used by media,as well as the effects of these skills and methods. This has helped to improve the students' ability to identify and maintain the mainstream values when they face a complex public environment.The successful operation of the official WeChat platforms of the Minzu universities has made an exploration into how to incorporate the new media into ideological education. A scientific analysis of the cases of Minzu universities can provide a useful reference for constructing new media in other universities and colleges.
In the era of information fragmentation,the discourse power of traditional elites will inevitably be weakened. How to maintain and consolidate mainstream cultural values while respecting multiple values is a question worth of thinking about. We Chat,Blogs and other kinds of new social media are playing more and more important roles in the daily lives of young students. They have become important channels for the college students to access information,and important tools shaping their worldview. In the era of information fragmentation,a significant task is how to maintain mainstream values through the new media,and is one that universities and colleges have to think about. Minzu universities have been actively exploring the development of the new media,and have achieved some initial successes by constructing a series of new media( platforms),including the construction of an official WeChat( platform). An analysis of cases from six Minzu universities can provide us with a reference for analyzing how to effectively use the new media to safeguard mainstream values. Equal and interactive communication between multiple subjects is a prominent feature in the era of information fragmentation. So,it is no longer effective if we simply copy the mechanisms from traditional media. Actually,setting up a working mechanism that adapts to the rules of dissemination in the era of information fragmentation is the basis for the universities and colleges to safeguard mainstream values through the new media.After several years of practical experiences,the six Minzu universities have formed a publicity matrix for the new media led by their official WeChat platforms. Equal communication in the era of the new media requires not ignoring the audience,so,the subject of communication must take notice of the audience,take the needs of the audience as their starting point for communication,and change their models of communication according to the needs of the audience. The universities and colleges have adapted to this new communication situation,changed the work consciousness of the new media into an equal and interactive perspective,established a new media operating mechanism that adapts to rapid dissemination,promoted the construction of new media in universities and colleges through brand competition,and formed a set of working mechanisms which adapt to the rules of the new media. Through selecting subject-oriented topics,designing an efficient form of communication which adapts to the era of information fragmentation,and selecting ways of interactive communication which are based on the differentiation between"hot and cold"media,Minzu universities and colleges have actively conducted an analysis of the rules of the new media,gained a new discourse advantage,and successfully transformed the communication power of the new media into an educational tool.Because the way college students think is both critical and innovative,Minzu universities are more likely to provide a suitable topic,and help the students to recognize problems in the process of thinking about the topic and form values that areconsistent with mainstream values. The Spiral of Silence theory believes that people use the mass media to judge mainstream opinions,and this influences their judgment and expression. In this process, the mass media has strengthened the"spiral of silence",and has also shaped both individual and collective opinions. The official WeChat platform of Minzu universities has transformed the value judgments of the community into a group consensus by shaping community consciousness. It has a constraining force with regard to the values and behaviors of group members,thus,strengthening mainstream values and giving them a more powerful emotional appeal. By actively building the official We Chat platform and other new media in Minzu universities,the students have improved their knowledge and judgment regarding the nature of the media,the frequent skills and methods used by media,as well as the effects of these skills and methods. This has helped to improve the students' ability to identify and maintain the mainstream values when they face a complex public environment.The successful operation of the official WeChat platforms of the Minzu universities has made an exploration into how to incorporate the new media into ideological education. A scientific analysis of the cases of Minzu universities can provide a useful reference for constructing new media in other universities and colleges.
引文
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Marshall McLuhan. lijie meiti—lun ren de yanshen(Understanding Media:The Extension of Man). He Daokuan transl. Beijing:yilin chubanshe,2017.
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[3]江畅.论中国主流价值文化的内涵、特质及其构建[J].河北学刊,2014(9).
[4]中国互联网络信息中心.第41次中国互联网发展状况统计报告[EB/OL].http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/201803/P020180305409870339136.pdf.
[5]段鹏.传播学基础,历史、框架与外延[M].北京:中国传媒大学出版社,2017.
[6]埃里克.H.埃里克森.同一性:青少年与危机[M].孙名之,译.杭州:浙江教育出版社,2000:113-126.
[7]麦克卢汉.理解媒介---论人的延伸[M].何道宽,译.北京:译林出版社,2017.
[8]邹欣.议程设置的博弈---主流新闻媒体与大学生舆论引导研究生[M].北京:中国传媒大学出版社,2016.
[9]沃纳.J.赛佛林,小詹姆斯.W.坦卡德.传播理论:起源、方法与应用[M].郭镇之,等,译.北京:中国传媒大学出版社,2016.
[10]林崇德.发展心理学[M].北京:人民教育出版社,2009.
[11]中国互联网络信息中心.2015年中国青少年上网行为研究报告[EB/OL].(2016-08-01)[2017-11-12].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/qsnbg/201608/P020160812393489128332.pdf.
[12]洪涛.新媒体时代议程设置嵌入高校网络思想政治教育研究[M].北京:光明日报出版社,2016.
China Internet Network Information Center. di 41 ci zhongguo hulianwan fazhan zhuangkuang tongji baogao(The 41st Statistical Report on the Development of Internet in China)[EB/OL]. http://www. cnnic. cn/hlwfzyj/hlwxzbg/hlwtjbg/201803/P020180305409870339136. pdf.
China Internet Network Information Center.2015 nian zhongguo qingshaonian shangwang xingwei yanjiu baogao(2015 China Youth Online Behavior Research Report)[EB/OL]. http://www. cnnic. net. cn/hlwfzyj/hlwxzbg/qsnbg/201608/P020160812393489128332. pdf.
Duan Peng. chuanboxue jichu,lishi,kuangjia yu waiyan(Foundation,History,Framework and Extension of the Science ofCommunication). Beijing:zhongguo chuanmei daxue chubanshe,2017.
Erik H. Erikson. tongyixing:qingshaonian yu weiji(Identity:Youth and Crisis). Sun Minzhi transl. Hanzhou:Zhejiang jiaoyu chubanshe,2000:113-126.
Hong Tao. xinmeiti shidai yicheng shezhi qianru gaoxiao wangluo sixiang zhengzhi jiaoyu yanjiu(A Research on Agenda Setting Embedded in the Ideological and Political Education of the Universities in the New Media Era). Beijing:guangming ribao chubanshe,2016.
Jiang Chan. lun zhongguo zhuliu jiazhi wenhua de neihan,tezhi jiqi goujian(On the Connotation,Characteristics and Construction of Chinese Mainstream Value Culture). In Hebei Journal,2014(9).
Jiang Chan. woguo zhuliu jiazhi wenhua goujian de san'ge wenti(Three Problems in the Construction of Mainstream Value Culture in China).In Guangming Daily,2012-06-21:011.
J. Severin,James W. Tankard. chuanbo lilun:qiyuan,fangfa yu yingyong(Communication Theories:Origins,Methods and Uses in the Mass Media). Guo Zhenzhi,transl. Beijing:zhongguo chuanmei daxue chubanshe,2016.
Lin Congde. fazhan xinlixue(Developmental Psychology). Beijing:renmin jiaoyu chubanshe,2009.
Marshall McLuhan. lijie meiti—lun ren de yanshen(Understanding Media:The Extension of Man). He Daokuan transl. Beijing:yilin chubanshe,2017.
Zhen Wanyu. shehuihui meiti langchaoxia de suipian chuanbo fenxi(Analysis of Fragment Propagation under the Wave of Social Media). In China Broadcasting,2011(11).
Zou Xin. yicheng shezhi de boyi—zhuliu xinwen meiti yu daxuesheng yulun yindao yanjiu(The Game of Agenda Setting:Research on the Mainstream Media and the College Students'Public Opinion Guidance). Beijing:zhongguo chuanmei daxue cubanshe,2016.