Research On The Mainstream Ideological Carrier Of China Under The Condition Of New Media

The construction of mainstream ideology is quite essential for our Party in terms of the ideological and political work.It is also an important subject in constructing our Party's governance capacity.The unstoppable development of information technology has spawned the new-media culture in China,and therefore,the communication of ideologies is facing an unprecedentedly complicated situation.This paper intends to discuss,against the historical background of the prevalent new-media culture,in which way China's mainstream ideology can adapt to the new communication environment so that it will be effectively circulated.The new media is grounded on digital technology.Yet,it is not confined to the technical domain.Actually,it changes the style of human's thinking,behaving,and even living;it breaks through the traditional boundary of organizational,public and interpersonal communications.As a result,the existing structure of organization and power will be altered.The mainstream ideology is invested with a nation's cohesion and consensus.As it first appears,the demand for its circulation is enduing.Today,as new media changes with each passing day,the mainstream ideology of our nation should also treat new media as one of its communication channels so as to strengthen its functions of cultivating people and building consensus.When it comes to new media,it should be emphasized that this is actually a dynamic concept.It can be observed that the medium for social networking has changed over the time: from forum and blog on the computer or PC to Weibo and WeChat on the mobile devices.It can be expected that new technology will constantly spring up,and what is now considered ‘novel' will become ‘out-of-date' sooner or later.The communication of mainstream ideology is essentially the circulation and exchange of information,which should not only conform to the principle of ideological theory,but also meet communication principles.Since it emerges,new media has witnessed a series of rapid technological innovations and also some breakthroughs in the media communication.It truly establishes an interactive mode of communication,leaving the traditional forms of communication and patterns of discourse under the pressure of transformation.Consequently,it gets more urgent to communication ideology through the platforms of new media.The ultimate goal of realizing the effective communication of mainstream ideology is to guide the mass to acknowledge the mainstream ideology as far as possible.It isboth a theoretical problem and a realistic one.In the era of traditional media,information and messages are passed in a top-down,center-to-edge manner,which gets converted as soon as new media emerges.In the process of information dissemination,the autonomy of the audiences(in terms of their choices and senses)is gradually enhanced,so that the subject of communication(for the sake of effectiveness)restarts to attach importance to the audiences,the messages and the effects(with regard to communication),so that s/he can explore how to effectively direct public opinion to his/her control in such a complex network environment.In this process,those who take mainstream ideology communication as their profession need both to adapt to the changes in the power structures and to gain some insights into the essential distinctions and unique characteristics of different platforms of new media.As well,they also need to compare and contrast various platforms of new media to understand the pros and cons of each,so as to make good use of them.Those who take mainstream ideology communication as their profession should pay close attention to the dynamic development of new media and stay open-minded in the acceptance of newly-developed media.They should also welcome questions from others,and as well,take initiative(in spite of all the difficulties)to seize the best opportunity to posit themselves in the leading place which can direct public opinions—both online and offline.