微信场域中高校推进主流价值传播的路径研究  

Research on the Path of Mainstream Value Dissemination in Universities from the Perspective of WeChat Communication

作　　者：邢伟荣 XING Weirong(Journal Editorial Department,Huzhou University,Huzhou 313000,China)

机构地区：[1]湖州师范学院学报编辑部,浙江湖州313000

出　　处：《湖州师范学院学报》2023年第9期75-80,共6页Journal of Huzhou University

基　　金：浙江省哲学社会科学规划(19GXSZ40YB)。

摘　　要：微信传播重新定义了信息的传播方式和结构,形塑了大学生的思维方式和价值观念。微信场域中,圈层主体的多元化传播、海量信息的碎片化蔓延、奇观文本的娱乐化渗透,在多个向度上挤压了主流价值传播的意义空间。同时,微信传播对大学生的心理性赋权、结构性赋能、价值性赋义,表征了高校推进主流价值传播的价值意蕴。微信场域中,高校推进主流价值传播的路径包括:强化顶层设计,构建融媒体传播格局;优化主流传播话语,提高主流价值传播力;提升学生媒介素养,突出意见领袖引领。WeChat communication redefines the mode and structure of information dissemination,and shapes the way of thinking and values of college students.Under the spread of WeChat,diversified communication of stratified subjects,the fragmentation spread of massive information,and the entertainment infiltration of spectacular texts have squeezed the meaning space of mainstream values in many dimensions.At the same time,WeChat communication gives psychological empowerment,structural empowerment and value meaning to college students,which highlights the value implication of mainstream value communication in universities.The possible ways for universities to promote the spread of mainstream values include strengthening top-level design to build a media-based communication pattern,optimizing the main stream communication discourse to improve the communication of mainstream values;and enhancing students'media literacy to give prominence to opinion leaders.

关 键 词：高校 微信传播 主流价值 困境 

分 类 号：G206[文化科学—传播学]