论主流意识形态的有效传播:模式转换与策略选择  

On the Effective Spreading of Mainstream Ideology: Modal Transformation and Strategy Selection

作　　者：董雅华[1] 

机构地区：[1]复旦大学马克思主义学院

出　　处：《毛泽东邓小平理论研究》2016年第2期41-46,91,共6页Studies on Mao Zedong and Deng Xiaoping Theories

基　　金：教育部人文社会科学研究规划基金项目"思想政治教育哲学问题研究"[13YJA710006]的阶段性成果

摘　　要：现代国家和政党普遍将意识形态领导权视为维护国家权力的重要标志和基础,而意识形态领导权的核心是意识形态的有效传播。在当代世界发展与中国社会转型的交汇作用下,中国主流意识形态传播模式发生了很大改变,出现了一些新矛盾和新问题。为应对变化和挑战,增强主流意识形态传播的有效性,就必须要有新的策略选择:实施分层化传播的目标策略,拓展社会传播的途经策略,注重感性传播的方式策略,建构大众化的话语策略,开展平等对话的沟通策略。Modern state and party generally consider ideological leadership as an important symbol and basis of state power. And its core is the effective transmission of ideology. Under the influence of contemporary world development trend and China's social transformation, the publicity mode of contemporary Chinese mainstream ideology experienced great changes and encountered new contradictions and problems. In response to changes and challenges so as to enhance the effective spreading of mainstream ideology, we must adopt new strategic options: implementing the strategy of multilevel publicity targets, expanding the means of social publicity, paying attention to the modal strategy of emotional communication, constructing the popular-discourse strategy, and initializing the communication strategy of equal dialogue.

关 键 词：主流意识形态 问题和挑战 模式转换 策略 

分 类 号：D64[政治法律—政治学]