Research On The Discourse Construction Of Ideological And Political Education In The University WeChat Official Account

As the front line of ideological construction in China,universities take on important responsibilities to publicize the mainstream values through diffusing ideological and political education discourse.In recent years,the We Chat official accounts of Chinese universities have continued to emerge,playing an irreplaceable role in guiding campus public opinion.The new context of university official We Chat public account has brought new opportunities for the development of discourse.However,the fragmentation of content and the circularity of communication also make the discourse development of ideological and political education lead some practical challenges.In the new era,university educators need to deeply explore how to highly use new media technology to promote the efficient dissemination.Based on the emerging media of the We Chat official account of universities,this paper deeply investigated the discourse construction of ideological and political education in the university We Chat official account from the following parts:Firstly,we expounded the topic selection,and made clear the research ideas of this paper to explore the reasons according to the current situation and then construct countermeasures.We explained the basic theory of the construction of ideological and political education discourse in the We Chat official account of universities.The We Chat public account and related concepts are explained.And we clarified the theory on which this study is based.Then,we deeply explored the opportunities and challenges of ideological and political discourse construction.On the one hand,the audience of We Chat official account has extensively expanded the discourse space,and online interaction has promoted discourse exchange.Diversified forms of content have enriched discourse resources,and real-time sharing have improved discourse timeliness.On the other hand,there are also some challenges in the process of discourse transmission,such as relatively weak communication of discourse,insufficient content guiding force,less attraction to the educated,and limited scope of influence.Once more,we analyzed challenges of the discourse construction of ideological and political education in the We Chat official account of universities,including limitations in the cognition of discourse subject,the disconnection between content and reality,the fixed monotony of discourse expression,and the unsound carrier of discourse.The last part deeply put forward the targeted measures to strengthen the effectiveness of ideological and political education discourse,including establishing consciousness of responsibility and equal dialogue,creating authoritative and contemporary discourse content,enriching discourse expression,and optimizing discourse context.