Discourse Innovation Research On Mainstream Ideology In The All-media Era

The era of all media is not only the era of high-speed development of the Internet,but also the era of rapid development of digital technology.The major changes in media communication technology and public opinion environment have brought new opportunities and challenges to the spread of mainstream ideology.On the one hand,the development of new media technology makes the information content more fragmented,on the other hand,various diversified social trends with the help of the widespread dissemination of new media dissipate the influence and credibility of the mainstream ideology.The mainstream ideology is faced with many new problems and contradictions in the dissemination process,resulting in many embarrassing situations in the field of ideological communication,such as "it is not reasonable to speak out,it is difficult to explain what is said,it is difficult to spread".In the era of omnimedia,how to adapt to the law of omnimedia communication and the ecology of public opinion,innovate the discourse content and mode of mainstream ideology communication,it is an important topic in the party's ideological work to combine the dissemination of innovative theoretical achievements with the characteristics of media,discourse change and audience demand,and to improve the guiding force,credibility and influence of the mainstream ideological discourse dissemination.With the advent of the era of omnimedia,the communication of mainstream ideological discourse is confronted with such characteristics as deepening complexity,increasing interactivity,significantly enhancing timeliness and increasing diversity,new variables such as new media,new content and new pattern have appeared in ideological discourse communication.Under this new background,the communication of mainstream ideological discourse is facing new challenges,such as the impact of the communication of mainstream ideological discourse,the "failure" of the timing and effectiveness of the communication,the "disorder" of the communication structure,and the intensification of the exchanges and exchanges between Chinese and western ideologies.The main reasons for these problems are the lag in the change of the discourse communication system,the complex and changeable mobile public opinion field,and the prevalence of materialized ideology.Scientific theory also needs effective discourse expression,constantly enhance the discourse affinity of Marxist theory,speak Marxist theory well with the mass discourse,and enhance the dissemination and influence of mainstream ideology.Allmedia age we should base on the new media ecology,propagation and public opinion is closely combined with the rule and characteristics of the mainstream ideology,construct the high quality and easy to understand words spread content,including the heart with affection to build words spread content,with thought with clear words content localization,the thought and theory of "coding" again,the key solution to the problem of "what what";Create witty and interesting ways of discourse expression,including discourse innovation in the way of being close to the people,discourse innovation in the way of telling stories,discourse innovation in the way of "light communication",focusing on solving the problem of "how to speak";Explore dynamic and orderly discourse communication channels,including following the trend of media convergence,promoting resource complementarity with the help of intelligent Internet environment,and focusing on solving the problem of "what to say".With these three aspects as the focus to improve,innovate and support each other,and continuously enhance the guidance,influence and credibility of the mainstream ideological discourse communication in the era of omnimedia.