Research On Mainstream Ideological Communication In China In The New Media Environment

Ideological work is an extremely important task of our party,which has a bearing on the future and destiny of the party,on the long-term peace and stability of the country,and on national cohesion and centripetal force.In the current era of new media,online new media has become an important information dissemination carrier,widely penetrating into the daily life of the people,which subverts the traditional information dissemination pattern,brings about revolutionary changes in the media ecology,and gradually becomes a new channel for ideological communication.However,with the continuous expansion of the influence of new media,it has gradually become an important field of ideological struggle and pluralistic value conflict.In the treacherous new field of the Internet,various new challenges and risks have inevitably been derived and catalyzed,and many new requirements have been put forward for mainstream ideological work.Therefore,in the process of promoting the development of informatization,in order to spread the voice of mainstream ideology,it is necessary to give full play to the communication advantages of emerging media,actively respond to various risks and challenges in the new media environment,and thus explore an effective way to promote the dissemination of mainstream consciousness,which has become an important issue that requires further exploration and thinking at present.The first part of this paper defines the concepts related to new media and mainstream ideology,clarifies the intrinsic relationship between new media and mainstream ideological communication,sorts out and explains the theoretical basis of ideological communication,draws on relevant theoretical methods of communication,and elaborates the strategic significance of promoting mainstream ideological communication in the new media environment.The second part discusses the opportunities and challenges of the spread of mainstream ideology in the new media environment.The main opportunities are:expanding the main body of the dissemination of mainstream ideology,expanding the communication channels of mainstream ideology,and improving the communication effect of mainstream ideology.The main challenges are: market-based media weaken the influence of mainstream ideology,technological media disperse the integration of mainstream ideology,and globalized media impact the guiding force of mainstream ideology.The third part provides a specific analysis of the reasons for the current challenges faced by the mainstream ideological dissemination in China.The main reasons are: the entrapment of capital logic,the impact of algorithmic logic,the promotion of political logic,and the lack of media literacy of the people.The fourth part explores the optimization path of effective dissemination of mainstream ideology from the construction and development of online media,the guidance and innovation of technology,the integrated development of media,and media literacy education.