Research On Mainstream Ideology Leading Power Of Colleges And Universities Under Media Convergence

General Secretary Xi,starting from the current media integration development trend,in combination with the development needs of the country,the mainstream media should work with the development of the times and master the development of the current media,guide by internet thinking,build a diversified modern communication system,and improve the competitiveness,communication power and credibility of mainstream media.As an important position of propaganda ideology and culture,it is the implementation of the party’s ideological line to be implemented in the student.Colleges and universities need to keep up with the development of the times,and be good at using advanced transmission media to improve their awareness work efficiency.The leading force of the mainstream ideology in colleges and universities refers to the leadership,attraction,cohesion and guiding force produced by colleges and universities using the theoretical and practical charm of socialist ideology for all college students.Coping the ability of complex public opinion environments,attracting the capacity of the mainstream audience,aggregating multiculturalism,and guiding the ability of the mainstream value concept is the specific embodiment of leading force.In the view of media convergence,the leading power of mainstream ideology in colleges and universities is characterized by the unity of inclusiveness and dominance,the combination of novelty and profundity,and the coordination of authority and democracy.The effective use of media integration is conducive to the promotion of mainstream ideology leadership,rich in communication methods,and consolidation of public opinion positions.Through case analysis method,interview method and interdisciplinary comprehensive analysis method,it is found that under the background of media convergence,the current mainstream ideology in colleges and universities covers a wider area,spreads faster and has stronger value influence.However,due to the incompatibility between the traditional leadership and the new communication environment,the incompatibility between the theoretical content and the novelty of the form,the lack of multicultural innovation presentation in the media,and the recognition of the impact of multiple social trends on the mainstream value,faced with the challenge of the main leadership,the content attractiveness is to be improved,the media aggregate needs to be strengthened,and the environmental guidance force still needs to consolidate.In response to the above problems,under the guidance of the Marxist classic writers,the discussion of the Chinese Communists,draw on five-dimensional communication theory and agenda-setting theory,from four aspects of leading subject,leading content,leading media and leading environment,this paper discusses the countermeasures to enhance the leading power of mainstream ideology in colleges and universities from the perspective of media convergence.Specifically,it is to effectively construct the leading subject and strengthen the leadership of the mainstream ideology;reasonable setting of content,enhance the mainstream ideology of attraction;Integration and construction of leading media to enhance the cohesion of mainstream ideology;comprehensively improve the leading environment and consolidate the guiding power of the mainstream ideology.