Research On The Improvement Of Mainstream Ideology Discourse Power In The Era Of Short Video

Ideology is related to banner,road and national political security,and the ideological struggle is more manifested as the struggle for the right of discourse.With the rapid development of mobile Internet and intelligent terminal iterative upgrade,short video,with its own communication characteristics,gathers a large number of stable audiences,providing new opportunities for the construction of mainstream ideological discourse,but also brings more challenges,put forward higher demands,and becomes an important position in ideological struggle and discourse struggle.Therefore,it has important theoretical and practical significance to study the improvement of mainstream ideological discourse power in the background of short video era.At present,the research on the mainstream ideological voice in the short video era is still in its primary stage,the scientific connotation,components,measurement dimension and value implication of the short video voice need to be further considered,how the objective status of the mainstream ideological discourse power in the short video field needs to be further investigated,and how to make use of various conditions to effectively improve the mainstream ideological voice in the short video era also needs to be further explored.Based on such problem consciousness,this paper closely focuses on the research object of"mainstream ideological discourse power and its improvement" and the micro horizon of"short video",and follows the logic of "theoretical discussion of——significance analysis——problem grasp the——problem solution".The first chapter,a basic overview of the mainstream ideological discourse power in the short video era.To strengthen the construction of the mainstream ideological voice in the era of short video,it is first necessary to make clear the scientific connotation of the short video era and the mainstream ideological voice,as well as the constituent elements and measurement dimensions of the mainstream ideological voice in the background of the short video era.The mainstream ideological discourse right in the short video era is a complex concept composed of the combination of "short video era","mainstream ideology" and"discourse power".Its constituent elements involve five levels of discourse subject,discourse content,discourse mode,discourse environment and discourse effect.And the measure of the strength of the mainstream ideological voice in the era of short video power includes four dimensions:discourse credibility,interpretation power,transmission power and leading power.The second chapter is the value implication of the mainstream ideological discourse power improvement in the short video era.The era of short video is highly compatible with the improvement of mainstream ideological discourse power.In the era of short video,it is important to enhance the discourse power of the mainstream ideology in China.It is the timing of using the characteristics of short video to improve the communication of mainstream ideology,and the inevitable trend to promote short video to achieve good value guidance.It is also of great practical significance in the era of short video to enhance China’s mainstream ideology.It is a strong support for consolidating the Party’s ruling position and an inevitable choice to safeguard China’s ideological security.The third chapter,the analysis of the problems existing in the construction of the mainstream ideological discourse power in the short video era and the reasons hindering its improvement.In the short video era,the construction of the mainstream ideological discourse right in our country has shown great results,with many highlights,but there are still some deficiencies and problems in practice.Specifically reflected in:the discourse credibility dimension,has strong authority,but justice and demonstration to be improved;discourse interpretation force dimension,the release of doubt to improve,but timeliness needs to be strengthened;discourse transmission force dimension,the discourse penetration power has been improved,but the attraction needs to be enhanced;discourse leadership force dimension,the mainstream discourse has a strong deterrent force,but public opinion guidance needs to be improved.There are many factors to block the improvement of mainstream ideological voice in the era of short video,mainly manifested by the responsibility of the discourse subject is absent,and the media quality is not high;the content of the discourse does not grasp the needs of the people enough,and the theoretical research and innovation is insufficient;the discourse expression effect is not good,the discourse media platform integration power is lacking;information security defense is weak,and the initiative of topic setting is not strong.The fourth chapter is a case analysis on the improvement of the mainstream ideological discourse power in the short video era——takes the People’s Daily TikTok account as an example.In the short video field,the official TikTok account of People’s Daily,as the main body of mainstream discourse.In terms of discourse credibility,it has strong authority,impartiality and demonstration;in terms of discourse explanatory power,its discourse content is strong in dispelling doubts and timeliness;at the level of discourse communication,its discourse expression has a strong appeal,and its discourse communication has a strong penetration;at the level of discourse leadership,it shows a strong ability to respond to public opinion and guide public opinion ability.The successful experience of the official TikTok of"People’s Daily" can provide some reference and reference for improving the influence of other mainstream media discourse and government short video discourse,and is also conducive to putting forward a generally applicable path for improving the power of mainstream ideological discourse power.The fifth chapter is the practical path of improving the mainstream ideological discourse power in the era of short video.In order to effectively enhance the mainstream ideological discourse in the short video age,first of all,we must strengthen the main responsibility and Internet thinking of leading Party and government cadres,cultivate positive network opinion leaders,and improve the overall quality of netizens,to standardize the subject of discourse,enhance the credibility of mainstream ideological discourse;Secondly,we must comply with the requirements of The Times to innovate mainstream discourse content,pay attention to audience opinions and people’s interests,grasp the timing of discourse and improve the timeliness of mainstream discourse,to enrich the content of the discourse,improve the explanatory power of mainstream ideological discourse;Again,it is necessary to optimize the form of discourse expression,integrate the discourse carrier,and establish a global vision,in innovative ways of discourse,improve the communication power of mainstream ideological discourse;Finally,we must develop the core network technology and strengthen the technical supervision,improve relevant laws and regulations,standardize the discourse order in the short video field,take the initiative to set discourse topics and create a strong positive public opinion,to purify the discourse environment,enhance the leading power of the mainstream ideological discourse.