Research On Propaganda And Ideological Work In Universities From The Perspective Of New Media

The party's propaganda and ideology is an important aspect of party building,both historically and in the decisive stage of building a well-off society in an all-round way.It shoulders the important responsibilities of propagating,mobilizing and serving the masses,and contributes to the development and progress of the country and society.It has the functions of guiding,supporting and guaranteeing.The propaganda and ideology in colleges and universities is an important part of the party's propaganda and ideology.Since the 18 th National Congress of the Communist Party of China,Xi Jinping has discussed topics related to the party's advertising and ideology and university advertising and ideology on different occasions,which has become an important part of Xi Jinping's thoughts on socialism with Chinese characteristics in the new era.At the same time,with the emergence of new medias,the technical ways,content management,and methods of advertising and ideology in colleges and universities have undergone innovation and changes.As for the audience of college propaganda and ideology,the college students are still at an important stage in the formation of world outlook,outlook on life and values,and are vulnerable to multiple influences brought by new medias.This article aims to study the propaganda and ideology of colleges and universities from the perspective of new medias to better adapt to the new situation and new requirements of the new era.This article includes four parts:The first part is Introduction and Chapter 1.The introduction part mainly clarifies the background and significance of the selected topic,the research status and comment at home and abroad,research ideas and methods,major innovations.The academic community has gradually conducted and deepened its research on university advertising and ideology from a new media point of view,and it already has relevant journal literature,dissertations,and other research results,but it is not systematic and complete.On the one hand,the emphasis on unilateral research and the lack of systematic mutual research could not organically combine subject knowledge in two areas: new media and university advertising ideas.On the other hand,research results are not rich enough.And Chapter 1 mainly introduces the relevant conceptual basis of this article.On the one hand,it explains the concept of new media,and introduces the characteristics of new media from the basic situation,information dissemination,and cultural industries.On the other hand,it explains the concepts of propaganda and college propaganda,and introduces the content and characteristics of propaganda and ideology in colleges and universities.Then,it clarifies the importance of new media in propaganda and ideological work from theperspective of tools and effectiveness promotion.Finally,it summarizes and sorts out the relevant work theories of propaganda ideology in China mainly introduces the theories of Marx,Engels,and Lenin as representative Marxist classic writers on propaganda and ideological work,and Mao Zedong,Deng Xiaoping,Jiang Zemin and Hu Jintao's propaganda and ideological work in different periods of the CPC.The focus is on the propaganda and ideological work of Xi Jinping Thought of Socialism with Chinese Characteristics after the 18 th National Congress of the Communist Party of China and the content of ideological theories.This part is an important theoretical basis for this article and an important theoretical guide for research.The second part is Chapter 2 and Chapter 3.Mainly studied the problems,opportunities and challenges faced by colleges and universities under the new media environment.Under the new media environment,colleges' propaganda and ideological work is facing increased uncontrollability by online public opinion guidance.Traditional media in colleges and universities are gradually being marginalized.It is difficult to build a professional team for propaganda and ideological work.Issues such as the combined force of development and the lack of innovation in news content,methods and channels.At the same time,under the new media environment,college propaganda and ideological work are also faced with opportunities and challenges.On the one hand,we have ushered in good opportunities for richer propaganda carriers,more complete work content,more diverse propaganda methods,and more active teacher and student participation.The work team raised higher requirements,and the uncontrollability of college propaganda thoughts increased.On the other hand,it is confronted with challenges such as the impact of the mainstream ideology,the urgent need for innovation of the traditional propaganda ideological mode,the higher requirements for the propaganda and ideological work team,and the increasing uncontrollability of the propaganda ideology in Colleges and universities.The third chapter mainly analyzes the causes of the problems in the propaganda and ideological work in Colleges and Universities under the new media environment.In the new media environment,it is difficult to guide the network public opinion,and the propaganda influence of traditional media is weakened,which results in that the propaganda and ideological work team can not meet the requirements of the new situation,the public relations treatment effect of public opinion crisis is poor,the integration degree of University Media is low,and the propaganda content lacks the characteristics of the times.The third part is Chapter 4.It studies the principles of doing a good job of propaganda and ideological work in colleges and universities from the perspective of new media,and proposes strategies and methods for the innovation of propaganda and ideological work in colleges and universities from the perspective of new media.It is necessary to follow the principles of inclusiveness and unity with a clear-cut stand,positive propaganda and integration of morality,seeking truth from facts andadvancing with the times,multi-dimensional interaction and teacher-student-oriented coordination.Doing a good job of propaganda and ideological work in colleges and universities under the new media environment is conducive to consolidating the guiding position of Marxism in the field of ideology in colleges and universities,conducive to strengthening the ideological and political education of college students,and promoting colleges and universities to create a good propaganda and ideological environment.From a strategic point of view,it is necessary to improve the leadership system,improve the public opinion mechanism,promote legal management,strengthen system construction,implement the guarantee mechanism,and innovate work concepts;In terms of specific methods,we must adhere to the Marxist theory to guide propaganda and ideological work,improve media literacy to train public opinion leaders among teachers and students,unite social forces to create a good external environment,and flourish campus culture to create a good internal environment.A propaganda and ideological team with strong politics,academic excellence,professionalism,and upright style strengthens the application of technology in the development of new and old media integration,and leads teachers and students with positive propaganda and ideological content.This part is the focus and purpose of this article.The fourth part is the conclusion and outlook.It is mainly a summary of the full text and puts forward issues that need to be further studied.